# Markwins Beauty Brands

> Markwins Beauty Brands is a privately held Los Angeles-area cosmetics group that owns and operates a portfolio spanning affordable color cosmetics, sensitive-skin makeup, products for darker complexions, flavored lip care and professional makeup. Founded by Eric Chen in 1984 as a cosmetics importer, it grew through brand launches and acquisitions including Wet n Wild, Black Radiance, Physicians Formula, Lip Smacker and LORAC. Its vertically integrated model combines product development, manufacturing, distribution, retail relationships and direct ecommerce, giving the group a way to serve distinct beauty audiences at multiple price points across more than 80 countries.

- **Founded:** 1984
- **Headquarters:** City of Industry, United States
- **Founders:** Eric Sung-Tsei Chen (Founder and CEO)
- **Team size:** Approximately 1,200 employees in supplied data; LinkedIn lists 1,001-5,000 employees, while a 2025 company statement cited by PRWeek described more than 5,000 globally.
- **Products:** Wet n Wild, Black Radiance, Physicians Formula, Lip Smacker, LORAC Cosmetics
- **Notable:** Introduced multi-palette compacts to the US market in 1986, according to company history., Built a portfolio distributed in more than 80 countries with eight distribution centers and manufacturing operations in the United States, Mexico and China., Reported 35% portfolio growth in 2017 and more than $580 million in companywide sales in a 2018 company release.

## Products & services

- **Wet n Wild** — Affordable, trend-responsive, cruelty-free color cosmetics for a broad mass-market audience.
- **Black Radiance** — Affordable cosmetics formulated and marketed for darker complexions and women of color.
- **Physicians Formula** — Hypoallergenic, fragrance-free, dermatologist-tested makeup and skincare positioned for sensitive skin.
- **Lip Smacker** — Flavored and licensed lip-care products with strong youth, gifting and nostalgia appeal.
- **LORAC Cosmetics** — Professional-performance color cosmetics with roots in Hollywood makeup artistry and skin-conscious formulas.
- **The Color Workshop and The Color Institute** — Value-focused beauty collections, palettes, accessories and gift sets.
- **Private-label and manufacturing capacity** — Formulation, compounding, filling, assembly and packaging capacity; the company says excess Asian factory capacity also serves smaller cosmetics businesses.

## Achievements

- Introduced multi-palette compacts to the US market in 1986, according to company history.
- Built a portfolio distributed in more than 80 countries with eight distribution centers and manufacturing operations in the United States, Mexico and China.
- Reported 35% portfolio growth in 2017 and more than $580 million in companywide sales in a 2018 company release.
- Acquired Wet n Wild and Black Radiance in 2003, Physicians Formula in 2012, Lip Smacker and Bonne Bell assets beginning in 2015, and LORAC in 2018.
- Operates a 28,000-square-foot Los Angeles R&D and technology lab, a 190,000-square-foot Tijuana facility and a 2.2-million-square-foot Shenzhen manufacturing facility, according to its operations page.

## Latest updates

- **2025-11** — Markwins Beauty Brands International issued a voluntary recall for a Wet n Wild ProLine Felt Tip Eyeliner batch in Ireland.
- **2025-03** — Wet n Wild's international team published its 2025 catalogue of new and continuing products.
- **2025-02** — Markwins appointed Sarah Schneider chief commercial officer to lead commercial strategy across the portfolio.
- **2025-02** — Physicians Formula named Kaplow Communications its agency of record, extending a relationship already covering Wet n Wild.

## Links

- Website: https://www.markwinsbeauty.com/
- LinkedIn: https://www.linkedin.com/company/markwinsbeautybrands

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Published by YesPress — https://yespress.io
Last updated: 2026-08-13