Wet n’ Wild has decided to promote the fact that it is headquartered in Los Angeles, and inspired by the city’s trend and color palettes.

Wet n’ Wild’s mission is to give every woman the access to celebrity trends, so the brand’s new logo and tagline is “All Access Beauty Los Angeles.”

Wet n’ Wild’s 2013 cosmetic collection launched at mass market retailers last month, and includes a bronzer, foundation, presssed powder, mascara and liquid lip color. And, this Los Angeles native is its brand ambassador.