2010 will mark the year that Wet n Wild grows up.

The popular drugstore beauty brand will be getting a makeover for the new decade, and they unveiled their chic new look and three new product lines last evening at a gallery space in New York City. Come January, more than 70 eye, face, lip and nail items will be launched in in sleek, modern packaging, with new, advanced formulas.

The brand has adopted a new tagline: "Glamorous everyday. Fabulous everyway," and aims to appeal to a broader range of women, delivering a more luxurious feel with the same low price tag.

"We're elevating the look and feel of the brand to a whole new level," Shawn Haynes, Wet n Wild's senior vice president of marketing and global brand development told the gathering of editors, before models strutted down the runway to display the new look. "It's almost unbelievable when you see the quality that we can maintain for our value prices of $1.99 to $4.99."


The 30-year old brand is loved for its huge assortment of products in on-trend colors and formulations at an entry level price tag, as well as for its ubiquity -- Wet n Wild is a fixture on the shelves of most major drugstore chains.

New product additions for 2010 include three lines of makeup. The Color Icon line includes Eyeshadow Single, Eyeshadow Trio, Eyeshadow Palette, Blusher, and Bronzer. The Mega Last line features stayput formulas, including Matte Lip Color and Nail Color.

And Mega Mascara, a line of lash enhancers focused on delivering different results, includes four new mascaras called Megalength, Megaprotein, Megaplump and Megawaterproof.