Wet N Wild’s 1.3m social followers are guiding brand decisions

Affordable beauty brand Wet N Wild struck gold on Instagram when it announced its new rainbow highlighter. Selling for $5, the Wet N Wild version was a cheap riff on the viral beauty trend that hit YouTube tutorials earlier this year. The product — a shimmery, pearlescent compact striped with the shades of the rainbow — sold out online in under five hours.

In the same amount of time, the post also got 13,000 likes and 900 comments.