w e t paint
RETAIL MARKET STRATEGY FOR BEAUTY & FRAGRANCE
We help brands:
refine, position,
streamline for the retail market — before & after they go live.
AND
ABOUT
W E T PAINT is a retail advisory for beauty and fragrance brands at points of change — whether preparing for wholesale, recalibrating growth, or seeking clarity within an existing business.
We work with founders to refine positioning, sharpen strategy, and uncover the insights that unlock their next phase of growth. Our approach favors restraint, focus, and long-term brand equity over rapid expansion.
“Growth doesn’t stall because of a lack of opportunity — it stalls because of a lack of clarity”.Founded by Rylan Valdez, WET PAINT draws on years of experience working directly with leading retailers, buyers, and global beauty brands.
what we do
W E T PAINT provides strategic guidance to emerging & established beauty and fragrance brands seeking to refine their wholesale business and strengthen long-term brand viability.
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.
HOW WE SUPPORT BRANDS
Retail Readiness Audits
Assessing positioning, assortment, pricing, and narrative to identify where refinement is needed to support retail success.Wholesale & Launch Strategy
Advising on channel strategy, timing, and expansion to encourage thoughtful, sustainable growth.Assortment & Pricing Guidance
Refining product mixes and pricing architecture to ensure collections feel coherent, competitive, and commercially viable.Buyer Psychology & Pitch Refinement
Shaping brand stories through a buyer-facing lens, with an emphasis on clarity, relevance, and differentiation.Selective Introductions
Offered thoughtfully and only when alignment and timing are clear.