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About Us

wet n wild® has made budget beauty accessible to mass audiences since 1979. We continue to reinvent the meaning of value with high-performance essentials and new innovations, infused with nourishing key ingredients in clean, cruelty-free products. We refuse to compromise on quality and set expectations at standards well beyond our prices. wet n wild® gives people the freedom to choose – from a $2 lipstick for first-time beauty shoppers to a $5 award-winning foundation championed by beauty influencers and makeup artists alike…

wet n wild® starts as everyone’s first beauty brand and surprises by going bigger and better with each new launch. With wet n wild® you can shop with freedom and ease. wet n wild® delivers makeup for performance, for accessibility, for play.

Everyone is WILD for wet n wild®

Our products are so amazing that they have earned us some of the most coveted beauty awards out there, from publications including Allure, People, Cosmopolitan, and Self.

We’re 100% Cruelty Free

wet n wild® NEVER tests on animals. We are proud members of PETA’s “Beauty Without Bunnies” program, which is committed to eradicating animal testing. We believe in cruelty-free beauty first! None of our furry, feathery, or scaly friends were harmed in the making of our products.

always cruelty-free

always cruelty-free

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  • New
  • Palettes
  • Lip
    • Color
    • Gloss
    • Balm
    • Liner
  • Eyes
    • Eye Primer
    • Mascara
    • Eyeshadow
    • Eyeliner
    • Brow
  • Face
    • Makeup Remover
    • Prime & Set
    • Foundation
    • Face Powder
    • Cheeks
      • Blush
      • Bronzer
    • Concealer
    • Highlight & Contour
    • Face & Body Accessories
  • Nails
  • Tools
    • Tools & Accessories
    • Makeup Sponges
    • Essential Brushes
    • Pro Brush Line
  • Collections
    • Breakup Proof Collection
    • Fantasy Makers
      • The Dolls
      • Bedeviled
    • Fall Favorites
    • Alice in Wonderland
    • Sesame Street Collection
    • Pampered Collection
    • Best Sellers
  • Sale
    • Bundles