wet n wild Color Icon Eyeshadow Palette

wet n wild is a pioneering value-based beauty brand originally launched in 1979 in Brooklyn, New York. It gained fame for providing high-quality cosmetics at accessible price points, becoming a staple in the American drugstore market. The brand is well-known for being cruelty-free, a value it has maintained through decades of expansion.

While the brand's roots and creative direction are firmly planted in the United States, manufacturing is primarily centered in China to maintain its competitive pricing. In 2003, the brand was acquired by Markwins Beauty Brands, a global leader in the cosmetics industry headquartered in California. Under Markwins, wet n wild has expanded its presence to over 30 countries, continuing to operate as a leading mass-market makeup brand under the stewardship of its American parent company.