Fragrance house

Wet n Wild

Wet n Wild traces its presence as an accessible mass-market beauty brand to 1979, while its trademark was used in Canada as early as March 10, 1978. The brand is currently owned by Markwins Beauty Products, Inc.; Markwins acquired AM Cosmetics in 2003, bringing Wet n Wild into its portfolio. In 2013, Wet n Wild announced an identity evolution centered on Los Angeles, introducing a new logo and the “All Access Beauty” tagline, with positioning focused on accessibility, quality, self-expression, and inclusion across age, ethnicity, skin color, and economic status. Today, the brand describes its makeup in terms of performance, accessibility, and play, and identifies its products as clean and cruelty-free. It also states that it has never tested on animals and is a member of PETA’s Beauty Without Bunnies program.