Wet n Wild
Budget“Color cosmetics. No exceptions.”
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.
Known For
Flagship Products
- MegaLast Lipstick
- Photo Focus Foundation
- Color Icon Eyeshadow Palette
- Catsuit Liquid Matte Lipstick
Brand Philosophy
Pigment-first ultra-budget color — high-payoff formulas at the lowest possible US drugstore price points, almost everything under $5.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for Wet n Wild. Researched from official brand sources — always confirm before sending.
- Website
- www.wetnwildbeauty.com
- General inquiries
- [email protected]
- Press & PR
- [email protected]
- Phone
- +1-844-477-2957
- Contact form
- Open form
- Creator portal
- Apply / sign up
- HQ address
- City of Industry, CA 91789 USA
- Sold at
- WalmartTargetCVSWalgreensAmazon USBrand.com
Phone confirmed on official contact page. Customer care email confirmed via official @wetnwildbeauty X/Twitter post directing customers there. PR handled by Kaplow Communications (NYC). Brand-direct customer care: [email protected]. Markwins HQ in Industry, CA. Affiliate via Direct. FLAG: Aminata Tall has left wet n wild for Kate Somerville. No current senior in-house comms contact identifiable on LinkedIn. External PR is Kaplow Communications and DeVries Global. Recommend using Kaplow Communications as agency contact for wet n wild outreach. Owned by Markwins Beauty Brands.