The low-cost US cosmetics brand you can get in the UK

How often have you heard about a must-have beauty product only to discover that it’s from an American ‘drug-store’ brand you can’t get your hands on over here?

Those in the know head to Beauty Bay, which specialises in difficult to source brands from other countries, including Makeup Geek and LA Girl. And at the end of July, they’ll be adding another super-popular US drug-store brand to their site: Wet n Wild.

You may have heard of people raving about Wet n Wild’s Photofocus Foundation (above), thanks to it’s incredible pigment and perfecting powers, which make for a flawless selfie.

Other popular hits in their range include their contour sticks , MegaGlo highlighting powders, and Lash Renegade mascara with its specially shaped wand. Make-up artists in particular love their 666 lip liner.

Based in Los Angeles, Wet n Wild is the number one value beauty brand in the US. Launching back in 1979, they pride themselves in having kept their prices the same since launch! They’re also committed to cruelty-free products (in case you were worried by the low price point) and catering for all skin tones.

While their themed collections are always a hit on Instagram (think mermaid and unicorn themed ranges), it’s their beauty ‘basics’ which sell their best. One of their ColourIcon Kohl Eyeliners is sold every 20 seconds (that’s 1.5 million a year) – and also hold the accolade of making the number one bestselling product in the entire US beauty industry: their MegaLast Hard As Ice Top Coat for nails.

While you shouldn’t be expecting fancy packaging, people really do go mad for the products inside. Take the famous foundation:

‘oh my goodness i never thought i could love a foundation like i love this one. i always get so many compliments when i am wearing it. i love the feel of it and its so inexpensive!!!’

‘Wet N Wild simply owns the game right now in almost all areas. High and low. This foundation is no exception. It leaves a beautiful finish on the skin. Definitely a “your skin but better” look. It layers nicely to give you medium to full coverage without giving you “cake face”. I find it looks amazing no matter how I apply it…brush, beauty sponge and fingers.’

‘I’m a huge foundation snob due to having fickle skin, but this foundation is literally the best I’ve ever tried.’

We’re sold!