This best-selling US drugstore makeup brand is coming to the UK

Laura Capon
Photo credit: Instagram.com/Trendmood1

From Cosmopolitan

In terms of new makeup releases, this week has been bloody brilliant. Not only has it been confirmed that the world's most pigmented eyeshadow palette is finally launching in the UK, but soon you will be able to get your hands on one of the biggest and most affordable US drugstore brands.


Beauty Bay already stocks a lot of US brands that you can't get anywhere else: Jeffree Star Cosmetics, Makeup Geek and LA Girl to name a few. The retailer just announced that they will no longer be stocking Morphe Brushes (probably due to the announcement that Morphe is opening stores in the UK), and are replacing them with 'hot new brands'.

The first of those brands has been announced and we are buzzing because it's Wet n Wild.

Wet n Wild is one of the most affordable US drugstore brands with a foundation costing $5.99 (£4.60). With such cheap prices you might be forgiven for thinking the products aren't all that, but not only do they receive rave reviews online, but when Jeffree Star compared their $5.99 Photofocus Foundation to Clé De Peau's $125 Radiant Cream Foundation, Wet n Wild came out on top.

As well as their foundations, Wet n Wild is known for their blinding highlighters and themed collections, their most recent being the Horoscope Collection.

Photo credit: Instagram.com/Trendmood1
Photo credit: Instagram.com/Trendmood1
Photo credit: Instagram.com/Trendmood1
Photo credit: Instagram.com/Trendmood1

We reached out to Beauty Bay who confirmed that Wet n Wild will be available on the site from the end of July and while they won't be launching the Horoscope collection, they will be launching over 150 products including the Fantasy Maker and Unicorn ranges.

Beauty Bay, just take all our money now.

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