Wet n Wild launched in 1979 in Brooklyn, NY. It was purchased by Markwins and relocated to Los Angeles in 2003. The brand launched in 1979 with lipsticks and nail polishes at 99¢, and the same lipsticks and nail polishes remain the same price today. Hello! Everything has gone up since then: gas, milk, clothes, rent—everything except our lipsticks and nail polishes. We are cruelty free, and always have been! Read more about that here. We also make it a point to work with cruelty-free, third-party vendors. Our products have always, always been some of the best-priced on the market and it’s not like we use different materials to make them than our competitors. Know what we’re saying? We care about you.