Wet n Wild Logo

The cosmetics label Wet n Wild began in Los Angeles, California, in 1979. Brothers Hal and Joe Rubin launched the brand to bring affordable beauty products to market. Wet n Wild’s initial line-up included pocket-friendly nail polishes and lip glosses, each priced at just 99 cents, so color cosmetics didn’t remain a luxury.

As the 1980s rolled in, Wet n Wild broadened its product range, entering the eye and face cosmetics market and offering complete color cosmetics collections. The brand quickly carved out a niche with attractive pricing, contemporary packaging, and a vivid color palette, striking a chord with younger consumers.

By the 1990s, Wet n Wild had achieved cult status. It was hailed as one of the top mass-market cosmetic lines in the US and gained popularity among consumers. Despite Barkwins Beauty’s 2015 acquisition, the brand remained true to its origins, keeping prices affordable and maintaining its stance against animal testing.

In recent years, the brand has prioritized higher-quality ingredients while keeping most items under $5. To stay relevant, Wet n Wild has launched collaborations with pop culture entities like Pac-Man and The Princess Bride, releasing limited-edition collections.

Today, Wet n Wild remains committed to offering playful, trend-led, reasonably priced cosmetics to the mass market, catering to both teenagers and adults. With an expansive color palette and a steady stream of new releases, Wet n Wild has secured its place as a drugstore makeup favorite, even four decades after its inception.