WET PAINT provides strategic guidance to beauty and fragrance brands seeking to refine their wholesale business and strengthen long-term brand viability.

We work with both emerging and established brands at moments when clarity, focus, and recalibration are needed — whether preparing for wholesale, navigating growth, or unlocking the next phase of the business.

Our work is rooted in a practical understanding of how brands are evaluated by buyers, how assortments perform in market, and where misalignment can quietly limit success.