Wet N Wild Continues Global Expansion

The fastest growing beauty brand in the US sets its sights on Germany

News provided by

Feb 28, 2012, 11:21 ET

CITY OF INDUSTRY, Calif., Feb. 28, 2012 /PRNewswire/ -- wet n wild^® , the brand known for its fun, fashionable cosmetics at affordable prices, is pleased to announce that it has signed a deal with DMV Diedrichs Markenvertrieb to launch the brand in the German market. On the heels of its recent announcement of singer and pop culture icon Fergie as the brand's global beauty ambassador, wet n wild is partnering with the German distributor in an effort to further its global expansion.

The brand is planning for its new products, packaging and fixtures to arrive in stores in May 2012. The collaboration targets drug and mass retailers.

"DMV is the perfect partner for wet n wild, as Germany is the next logical target for the brand's global expansion" said Bill George, president and chief operating officer, Markwins Beauty. "The German economy is the largest in Europe and German women are amongst the top consumers of cosmetics. Our mix of quality, fashion and value resonates with these customers, and in DMV, we have a partner that knows the market and can deliver the support that retailers and consumers need."

The wet n wild^® 2012 Cosmetic Collection is available at mass market retailers nationwide.

About wet n wild^®For more than three decades, millions of women around the globe have discovered their wild side using wet n wild^®, makers of affordable, prestige-inspired cosmetics. A division of Markwins North America, wet n wild^® fuses high-performance formulations with the hottest color palettes to offer women a full range of department store quality cosmetics at an unbeatable value. wet n wild^® cosmetics are available in Wal-Mart, K-Mart, Rite Aid, CVS, Walgreens, Albertsons, Brooks, Longs, Duane Reade, Meijer, Fred Meyer, as well as other drug, mass and food markets nationwide.