Wet n Wild
Budget“Color cosmetics. No exceptions.”
By Viktoria @vioda.makeup · Published · Updated
Wet n Wild is a budget makeup brand from the United States, founded in 1979 by Markwins International. It's best known for its MegaLast Lipstick, Photo Focus Foundation and Color Icon Eyeshadow Palettes.
Wet n Wild launched in 1979 in Hollywood as the ultra-budget arm of the Markwins International portfolio, built around a single thesis: high-pigment color cosmetics for under five dollars. The MegaLast lipstick line (still mostly sub-$3) is the franchise hero, alongside the Photo Focus foundation, the Color Icon eyeshadow palettes, and the Catsuit Liquid Matte lipstick — products that consistently anchor 'drugstore picks under $5' content across TikTok and YouTube.
The brand pivoted into TikTok-era virality with the Bare It All Lipstick (a viral Charlotte Tilbury Pillow Talk dupe under $5) and the Diamond Powder (a Fenty Diamond Bomb alternative). Wet n Wild is sold at CVS, Walgreens, Walmart, Target, Dollar General, Amazon, and most US drugstores and value retailers. It's the brand most-cited in 'I bought everything for $20' challenges and remains the price floor of US drugstore color cosmetics.
Popular Products
What Wet n Wild is bought for. The ones we've found dupes for link through to the comparison.
- MegaLast Lipstick
- Photo Focus Foundation
- Color Icon Eyeshadow Palette
- Catsuit Liquid Matte Lipstick
Known For
Brand Philosophy
Pigment-first ultra-budget color — high-payoff formulas at the lowest possible US drugstore price points, almost everything under $5.
FAQ
Wet n Wild Official Channels
Where to buy, and how to reach Wet n Wild customer service directly.
- Website
- www.wetnwildbeauty.com
- Customer service
- [email protected]
- Phone
- +1-844-477-2957
- Contact form
- Open form
- Headquarters
- City of Industry, CA, United States
- Sold at
- WalmartTargetCVSWalgreensAmazon USBrand.com