Wet n Wild Logo

Wet n Wild LogoWet n Wild Logo PNG

Wet n Wild: Brand overview

Los Angeles, California, United States
The story of the cosmetics label Wet n Wild began in Los Angeles, California, in 1979. Brothers Hal and Joe Rubin set up the brand to bring affordable beauty products to the market. The initial line-up of Wet n Wild comprised pocket-friendly nail polishes and lip glosses, each carrying a price tag of just 99 cents, ensuring that color cosmetics didn’t remain a luxury.

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

By the time the 1990s came around, Wet n Wild had achieved cult status. It was hailed as one of the top mass-market cosmetic lines in the US, gaining popularity among consumers. Despite being acquired by Markwins Beauty in 2015, the brand stayed true to its origins, ensuring affordability and maintaining its stance against animal testing.

In recent years, the brand has prioritized better quality ingredients in its products, all while ensuring that most items remained under the $5 mark. Staying relevant with the times, Wet n Wild has launched collaborations with pop culture entities like Pacman and The Princess Bride, releasing limited edition collections.

Today, Wet n Wild remains steadfast in its mission to offer playful, trend-led, and 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 favorite in the drugstore makeup scene, even four decades after its inception.

Meaning and History

Wet n Wild Logo History

What is Wet n Wild?

Established in 1979 and based in Los Angeles, the company has emerged as a reliable name in the cosmetics sector. It provides a broad assortment of top-tier products that allow individuals from all walks of life to accentuate their inherent beauty. This legendary brand caters to everyone, from makeup beginners to seasoned beauty lovers, by offering a vast collection of innovative cosmetics to fulfill diverse beauty desires.

Wet n Wild color codes

Smoky BlackHex color:#0e0e0e
RGB:14 14 14
CMYK:0 0 0 95
Pantone:PMS Black 6 C