Markwins gets its feet wet: in less than a year, Markwins has recreated Wet 'n' Wild and...

AM COSMETICS is getting a makeover. Since acquiring the value-based cosmetics company nearly a year ago, Markwins Beauty Products Inc., City of Industry, CA, has been busy redesigning many brands in the product line. AM brands include Wet 'n' Wild, Black Radiance, Tropez and Artmatic.

"Our consumer base is looking for value," said general manager James Koeppl. "As we grew, we were looking for companies to fill that niche. There is a synergistic relativity between the two companies. We served the same demographics that were looking for value at a reasonable price point.