Why Impossible? This wen n wild first-of-its-kind SILICONE-FREE primer turns imagination into innovation with breakthrough performance and benefits. Mattifying AND hydrating? Yes! And we’ll say it one more time for the people in the back! This breakthrough silicone-free formula features the silky, seamless application traditionally achieved with silicones, helps to simultaneously mattify and moisturize skin, and blurs the appearance of pores for a flawless soft-focus look.

Featuring skin-loving ingredients like Gooseberry and Jeju Blossom Extract - a natural brightener - this impossibly amazing do-it-all primer delivers on all the benefits you never associated with better skin. With such an amazing blend of skin-friendly, complexion-boosting ingredients, this primer makes the impossible possible. wet n wild starts as everyone’s first and remains a lifelong destination for vibrant and accessible beauty.

Delivering over 40 years of trend-forward and all-inclusive innovations, we are your trusted beauty expert that will keep you looking fabulous without ever betraying your budget. From the bold ‘n’ bright to the neutral ‘n’ nuanced, we set out to spoil you with options while setting the gold standard of achievability. So go ahead, get your feet wet with us again and go wild with your imagination