Wet and messy fetish (WAM), is a form of sexual fetishism whereby a person becomes aroused when substances are deliberately and generously applied to the naked skin, predominantly the face, or to the clothes people are wearing.
Substances can include creamy/wet foods, mud, shaving foam, paint, or oil, etc. A subject will often be pelted with cream pies, slimed or sit on cakes. Bodily fluids are not considered part of WAM.