Wet N Wild

Discover, browse, and shop the latest makeup range from Wet N Wild Beauty – a brand that’s been redefining accessible beauty since 1979. Read more

Already one of the bestselling US drugstore brands, Wet N Wild made its UK debut in 2018 and quickly became a go-to for budget-conscious beauty shoppers. Known for its iconic, affordable products, Wet N Wild’s makeup range includes the legendary Color Icon Lipliner Pencil (under £2.50) – a longtime makeup artist favourite – the certified lead-free MegaLast Lipsticks (under £4) in matte and shine finishes, and the cult-favourite PhotoFocus Foundation (under £9), among many others. Combining exceptional quality formulas with nourishing ingredients, bold pigmentation, and everyday affordability, this multi-award-winning brand offers a comprehensive selection of makeup for eyes, lips, face, and brows.
Hyaluronic Acid Eyeshadow Foundation
42 products

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Wet N Wild FAQs

Who are Wet N Wild Beauty?

Founded in Brooklyn, New York, in 1979 and acquired by Markwins Beauty in 2003 – the company behind leading brands such as Physicians Formula, Lip Smacker, and Black Radiance – Wet N Wild is one of the bestselling drugstore brands in the US.

Is Wet N Wild vegan and cruelty-free?

Wet N Wild is certified cruelty-free by PETA and is a member of their Beauty Without Bunnies program. The brand does not conduct animal testing and is a vocal advocate for the complete eradication of the practice. Furthermore, it offers a growing list of vegan products, including the Prime Focus Impossible Primer, Color Icon Bronzer, and H2O Proof Felt Tip Liquid Eyeliner.