Urban Decay

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. ​