Even though Urban Decay has been around since 1996, it was probably only after the launching of Naked palettes it entered the mainstream beauty radar. I must confess that I’m among the few who doesn’t own one of the most copied eyeshadows in the world. However, I was introduced to the brand long ago, through the De-Slick Mattifying Powder, and fell in love immediately! Along it, came great primers and a very good BB Cream (no longer available).
Similarly to other stories, the company started when founder Sandy Lerner wanted colour alternatives for lipsticks, eyeshadows and polishes, couldn’t find any and decided to develop their own. Helped by David Soward and Wende Zomnir she created a range of 10 lipsticks and 12 nail varnishes inspired by urban scenes. With names like Roach, Smog, Rust and Oil Slick it was a clear break from the usual pink roses and sand dunes that dominated the industry.
So, if it’s fine today to wear purple nail polish at work we should partially thank Urban Decay! More than innovating on colour, packaging and communication, creating daring campaigns and being online since ever, the brand is also a benchmark for social responsibility: no animal testing, natural as possible ingredients and support for the Global Women’s Right Awards are just some examples of the company ethos.
Do you need any more arguments?