After a successful collaboration in May with its limited-edition Unicorn Box, mass-makeup label, Wet ‘n’ Wild, is coming to Ulta Beauty. The cruelty-free, budget-conscious beauty brand has been popular with Generations X and Y, since its launch in the late 1970s. Then it was known for its $.99 nail polishes, eyeliners, and cult-favorite lip pencils — #666 still holds a place in Beauty Undercover’s Product Hall of Fame. Today Millennials have embraced Wet ‘n’ Wild for its value pricing, influencer and celebrity following (Jeffree Star, Angela Basset, Jessica Biel, Meryl Streep, Solange Knowles, and Manny Mua are fans), and reputation for replicating many prestige skus, known as “dupes.” More than 100 products and limited-edition collections will hit Ulta Beauty’s shelves in nearly two-thirds of its retail stores this February. The brand will also collaborate with the retailer on exclusive products.
Speaking with WWD, Senior Vice President of Marketing, Evelyn Wang shares, “We can play numerous roles in Ulta — we can be a basket filler for that consumer who is buying, say, a really high-end foundation. We can allow her to play with trend and color and it’s not going to break the bank. She can be like, “OK, here’s my investment products and here are my fun products.’”