Is Wet N Wild Cruelty-free?

Last Updated on April 9, 2021 by Eco Elsie

There is no denying that the cosmetics brand, wet n wild, has grown exponentially in popularity since its inception in 1979, having amassed 3 million Instagram followers.

However, is wet n wild cruelty-free? According to PETA, ‘the company wet n wild has expanded sales of its products to China but remains cruelty-free.’

Some companies often take advantage of the fact that the term “cruelty-free” is unregulated, as it allows these companies to market themselves as cruelty-free without actually adhering to the cruelty-free standards in an attempt to appeal to a wider market.


To the unsuspecting shopper looking to make the switch to cruelty-free beauty, then, you might take a brand claiming to be cruelty-free at face value by mistake.

To be included on PETA’s Beauty Without Bunnies cruelty-free list, companies that sell in China may only sell domestically manufactured non-special use cosmetics, must not introduce products that require animal testing, and must inform Chinese authorities of this policy to ensure that they are notified and can withdraw their products from the market if animal testing becomes required for their products.

As wet n wild follow these regulations, it remains a certified 100% cruelty-free brand.

Is wet n wild vegan?

If you are living a vegan lifestyle and are on the lookout for a new brand to satisfy your beauty needs and experiment with new makeup, then Wet n Wild is definitely an excellent option for you to do so.

According to the wet n wild website, the majority of their ‘products are not only cruelty-free but [are] vegan as well.’

With an entire page dedicated to their vegan products, it is incredibly easy and convenient to locate the Wet n Wild vegan collection on their website, making them an ideal company if you’re looking to expand your cruelty-free and vegan makeup collection.

However, although the majority of their products are vegan, not every product that they produce is vegan, so they cannot be marketed as an entirely vegan brand.

To answer this question, yes – wet n wild products are cruelty-free and for the most part their products are suitable for vegans.

However, if you are vegan, you should know that this comes with the caveat that not all of the products that they produce are entirely vegan. To locate the vegan collection and the products that are vegan, you simply need to visit wet n wild’s extensive vegan product list.

Is wet n wild an ethical company?  

This will largely depend on your own personal ethics. If your main concern revolves around whether wet n wild is a cruelty-free brand, then yes, wet n wild is an ethical company.   

Wet n wild pride themselves on the fact that they are a cruelty-free brand as well as producing highly innovative and affordable makeup that is readily available to a huge market.

Although there has been some controversy regarding wet n wild expanding the sales of its products to China, it remains cruelty-free. Their justification for this decision lies in the fact that from 2014, China no longer required animal testing for domestic non-special use cosmetics.   

However, it is worth mentioning that wet n wild used to be Leaping Bunny Certified, and is no longer listed on the Leaping Bunny website.

Although this happens when brands don’t recommit to the Leaping Bunny standards in order to maintain their status, some customers have suggested that this could be down to wet n wild’s expansion to mainland China.

Despite the fact that wet n wild is no longer listed on the Leaping Bunny website, PETA claims that it remains committed to being cruelty-free. As a result, where you stand on the issue will depend on your own personal ethics.   

Does wet n wild test on animals?  

According to PETA, wet n wild’s expansion to mainland China has not affected its commitment to its cruelty-free ethos, and its products have not been tested on animals there.

Alongside this, as a brand, it has worked with PETA to take the additional steps required to ensure that no tests on animals will be conducted for its products in the future.  

As their company policy states, wet n wild ‘are cruelty-free, and always have been [and] also make it a point to work with cruelty-free, third-party vendors’, making wet n wild an excellent cruelty-free alternative to get your hands on all of your favorite makeup products guilt-free!

Despite the controversy that surrounds their expansion, wet n wild is certified cruelty-free by PETA.   

Whether you buy their products is down to your own personal preferences.

However, for affordable beauty that you can have fun and experiment with that also doesn’t come with the guilt of animal testing, it’s not difficult to see why wet n wild has remained as such a successful drugstore competitor.

If you’re still unsure of the ethos as a brand and are anxious about wet n wild, we recommend that you do your own research and find a beauty brand that aligns with your personal morals and lifestyle, too.  

Are wet n wild’s products toxic? 

 As wet n wild is dedicated to cruelty-free and vegan-friendly makeup, they also pride themselves on being incredibly safe to use, as safe beauty shouldn’t be perceived as a luxury but instead an essential for everyone. 

One of the main messages behind wet n wild’s products is that they are trusted and a go-to for beauty fanatics, helping millions to feel confident every day.

On their website, they note that following a study that tested over 400 lipsticks, wet n wild lipsticks was found to be the brand with the least or no lead content.

The Campaign for Safe Cosmetics detected no lead in wet n wild lipsticks, contributing to the brand’s unrelenting popularity and success over the years.   

If you’re looking for an affordable makeup brand that is cruelty-free, vegan-friendly, and non-toxic, then be sure to take a look at their vegan-friendly products page and be sure to keep an eye out for new releases! 

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