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About Us


    We are cruelty free, and always have been! Read more about that here. We also make it a point to work with cruelty-free, third-party vendors.

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    Our products have always, always been some of the best-priced on the market and it’s not like we use different materials to make them than our competitors. Know what we’re saying? We care about you.


    We hear all the time "wet n wild was the first makeup I ever bought," and WE LOVE THAT.

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    We are the trusted beauty destination for women, inclusive of all ages, ethnicities, skin colors, and economic statuses. So basically, no matter who/where you are in life, we have a product for you, lady.

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    We are the #1 value brand in America. No, we did not name ourselves this.

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    We are based in Los Angeles, California. Where else?!

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    We partner with celebrities to create amazing products and looks. Oh, did you not hear about it? Read more about it here.

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    We are trend-setters in color. Did you KNOW we have over 400 versatile shades?


    We were the first to introduce black nail polish into drugstores, fulfilling the dreams of goth kids everywhere.

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    We are super safe: In fact, in a study that tested over 400 lipsticks, wet n wild lipsticks came out on top as the brand with the least (or no) lead content. The Campaign for Safe Cosmetics detected no lead in wet n wild lipsticks.

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    wet n wild®’s 666 lip liner has a huge cult-following of makeup artists and celebrities. It has been named the lip liner of choice that matches every skin tone.

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    wet n wild® launched in 1979 with lipsticks and nail polishes at 99¢, and the same lipsticks and nail polishes remain the same price today. Hello! Everything has gone up since then: gas, milk, clothes, rent—everything except our lipsticks and nail polishes.

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    Celebrities love us. Here are some of our confirmed fans: Alexis Bledel, Alyson Hannigan, Angela Basset, Jessica Biel, Mary Louise Parker, Rachel Bilson, Meryl Streep, Paris Hilton, Rosalyn Sanchez, Solange Knowles, Claire Danes, and the list goes on.

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    We are coast-to-coast: wet n wild® launched in 1979 in Brooklyn, NY. It was purchased by Markwins and relocated to Los Angeles in 2003..

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    We are constantly innovating! We release many new products every year—check out our new items right here!

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    We will teach you HOW to use our products! Check out our latest tutorials right here.

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    We listen to our customers and fans! Here we are on Facebook, Instagram, Twitter, and YouTube. Leave us a comment - we actually read them!

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    Makeup artists swear by our products, and for that reason, you can almost always spot a wet n wild eyeliner, lipstick, nail polish, or lip liner on any tv or movie set out there. For real!

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    We have a whole team of beauty ambassadors in addition to our enthusiastic celebrity ambassadors. If you are obsessed with makeup, hit us up! You might be our next star!

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    We have won SO MANY AWARDS. Like, too many to list. But ok, here is a partial list: Allure Best of Beauty Award, Cosmopolitan Beauty Award, American Cheerleader Beauty Award, Good Housekeeping Beauty Award, All You Reader’s Choice Award, Essence Award, O-Ward, Self Healthy Beauty Awards, Temptalia Editor’s Choice Award, and so many more!

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    We welcome your feedback. Seriously. You’ve read this far, so you must have something amazing to say. Here is our contact form, and we read all of your emails, comments, and suggestions.

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    wet n wild has over 90% brand recognition in the US. So if you ask 10 of your friends about wet n wild, at least 9 of them would be able to hold a conversation. It should really be all 10, but we all have that one friend in the group...

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    We love our black eyeliner pencil, and so does everyone else. You know how we know? We sell a black eyeliner pencil EVERY 20 seconds. That’s 3 a minute, and 1.5 million a year. Math, FTW.

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    As a color brand, we pride ourselves on the insane amount of colors we have. But want to hear something interesting? Our #1 selling product, and the #1 selling product in the ENTIRE BEAUTY INDUSTRY has no color at all. Yup, our clear nail top coat holds that distinguished title. Thank you, your shiny majesty, we’re not worthy.

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    You know how they say that at any given moment, there is a performance of the play "Our Town" going on somewhere in the world? We like to think that about our products. At any given moment, we are helping millions of people feel more beautiful and confident. We love that!

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