- Founded In: 1996
- Founders: Wende Zomnir, Sandy Lerner, David Soward, Patricia L. Holmes
- Headquarters: Newport Beach, CA
- Brand Philosophy: "Urban Decay is about finding inspiration in the unexpected, and empowering our fam to unleash their creativity in the most surprising of ways."
- Current CEO: Tim Warner
- Known For: Urban Decay is known for its Naked Eyeshadow Palettes, which revolutionized everyday makeup with a range of versatile, neutral shades. The brand’s All Nighter Setting Spray has become a cult favorite for its ability to lock makeup in place for up to 16 hours. Urban Decay gained recognition in the late 1990s for introducing edgy, alternative shades like Smog and Acid Rain, challenging conventional beauty standards with its bold, rebellious aesthetic.
Urban Decay, founded in 1996 by Wende Zomnir, Sandy Lerner, David Soward, and Patricia L. Holmes, emerged as a bold alternative to the traditional beauty industry dominated by pinks and beiges. Inspired by urban landscapes, the brand introduced unconventional shades with names like “Roach,” “Smog,” and “Acid Rain,” challenging beauty norms and appealing to those seeking edgier makeup options. Over the years, Urban Decay underwent several ownership changes, including acquisitions by LVMH in 2000 and L’Oréal in 2012, which helped expand its global presence.
The brand has engaged in notable collaborations that blend makeup with various cultural elements. In 2015, Urban Decay partnered with singer Gwen Stefani for its first-ever celebrity collaboration, resulting in a limited-edition collection that resonated with fans. More recently, the brand teamed up with Marvel Studios to create makeup collections inspired by films like “The Eternals” and the series “She-Hulk: Attorney at Law,” offering products that capture the essence of these characters.
Urban Decay’s commitment to cruelty-free products and its tagline “beauty with an edge” have solidified its reputation as a brand that embraces individuality and self-expression. The introduction of the Naked Palette revolutionized neutral eyeshadows, becoming a staple for makeup enthusiasts and professionals alike. By consistently pushing boundaries and challenging industry standards, Urban Decay has maintained its status as a beloved and influential brand in the beauty world.
