Cruelty-Free

Is Wet n Wild Cruelty-Free: As Of 2020 It Is NOT Cruelty-Free

Wet n Wild is a cosmetics brand founded in 1979, Brooklyn, New York, USA. It started by launching lipsticks and nail polishes – and the brand claims the price of these items remained the same even 40 years later. The brand produces colorful makeup at a reasonable price, and some of its color shades have been considered unique amongst drugstore cosmetics.

In 2003, the brand relocated to Los Angeles, California, US, where its headquarters are today. Throughout the years, Wet n Wild used social media to expand its fan base further. Not just that, but it even has various tutorials on how to use its products. For its contribution to the makeup world, Wet n Wild won several awards, such as the Allure Best of Beauty Award, Good Housekeeping Beauty Award, Self Healthy Beauty Award, and Cosmopolitan Beauty Award.

Today, Wet n Wild sells its products worldwide. Its cosmetics can be found both in drugstores and it can be ordered online, as well.

Is Wet n Wild Cruelty-Free?

Not sold in China? No
PETA Certified Yes(*)
Leaping Bunny Certified No
Has vegan products Yes(**)
Not owned by a Parent Company that does Animal Testing? Yes

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No, Wet n Wild is not a cruelty-free brand.

Wet n Wild doesn’t test its finished products on animals. At the same time, none of its formulations and ingredients are animal tested. In fact, Wet n Wild was PETA certified until 2019, and it still is, but PETA’s list is not the most accurate one when it comes to animal testing(*). As of that date, Wet n Wild does pay for third-party testing in countries where animal testing is mandatory for imported products. In other words, Wet n Wild proved that it doesn’t care about the wellbeing of animals when it brings profit.

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Are Wet n Wild products sold in China?

Yes, as of 2019, Wet n Wild sells its products in mainland China.

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What is the Deal with China?

Even though animal testing is proven to be an unnecessary and unethical practice, some countries still require it by law. This is the case with the second-biggest market in the world, China.

China requires any beauty product to be tested on animals before allowing importation and being sold in Chinese stores. Any company or brand that makes the decision to sell in China has also decided to test on animals – either by themselves or, usually, by paying a third-party company to test on their behalf. This is the main reason why a lot of brands can’t achieve a true cruelty-free status. After growing public outrage, China did lift some regulations in 2014, which allowed certain beauty products, such as shampoos and other skincare items, to be imported without testing, but this is still a small percentage.

A lot of brands that claim to be cruelty-free are being misleading thanks to these laws. Even if a brand doesn’t conduct animal testing on its own, by deciding to take the opportunity and sell in countries such as China, it is allowing a third-party to test the final product on animals. This is why PETA and the Leaping Bunny Program have forbidden brands that they certify to expand their market in this direction – and rightfully so.

A lot of companies are working with the Chinese government on lifting these regulations, and legislation was proposed in 2019 that should stop mandatory animal testing. However until today, no substantial progress has been made in this regard, we continue to wait patiently.

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Is Wet n Wild Vegan?

No, Wet n Wild isn’t a 100% vegan brand. This means that most of its products contain some animal-derived ingredients and animal by-products. However, it does have numerous vegan collections, and all of its vegan products are appropriately labeled. Still, we wouldn’t consider anything from a non-cruelty-free brand as genuinely vegan(**).

Who owns Wet n Wild and does the parent company test on animals?

In 2003, Wet n Wild was purchased by Markwins, a cosmetics company that is also cruelty-free. There were some controversies about the Markwins’ status. However, in 2012, the company ensured everyone that it does not sell in China. This returned Markwins on the PETA’s list of cruelty-free brands.

As Wet n Wild isn’t cruelty-free but its parent company is, this means that Wet n Wild decided to test on animals on its own. At the same time, however, this brings in question Markwins’ cruelty-free status, which might be subject to change, especially as Markwins was removed from the Leaping Bunny list of cruelty-free brands.

What products does Wet n Wild sell?

The brand claims to be the first one to introduce black nail polish into drugstores. Its lipsticks have won several praises and awards, both for style and for safe formulas. In fact, they state that their lipsticks contain no lead whatsoever, according to The Campaign for Safe Cosmetics. One of its bestselling products is black eyeliner. The brand’s website states that they sell one eyeliner every 20 seconds.

Wet n Wild has over 400 shades in its makeup portfolio. This makes it one of the most versatile brands when it comes to colors and skin tones.

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