As a drugstore brand of makeup, Wet n Wild is accessible to nearly everyone. Because of this, they have been able to create a user base that is not only large, but also broad. It appears that their affordability is directly tied to their connection with their users. Like any other makeup company, they hire celebrities for endorsements and photo campaigns, but they also listen to feedback from their customers and create makeup tutorials to help their customers best use their products (via Wet n Wild's website).
With this level of connection, they have likely garnered enough of a loyal user base that allows them to maintain lower prices due to their products consistently selling. Without this user base, they would most likely have to raise prices to maintain profits. Still, Wet n Wild has been called underrated for its quality (via Allure). Consumers may be wary to try something so affordable, but with Wet n Wild, it appears they have put their all into the trust between brand and user.
"It's the perfect example of how greatness can be right under your nose," Allure noted. "Along with the brand's high-quality permanent collections, its seasonal releases are very trend-driven and they're able to turn out products responding to what we're all excited about." So you heard it here, Wet n Wild products have to be in your makeup collection. Just remember to take care of your skin, and you'll be golden.
