Urban Decay (cosmetics)

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Wikimania Mexico City 20.07.2015 10-15-44

Urban Decay (cosmetics) is an American cosmetics brand headquartered in Newport Beach, California. Founded in 1996 by Sandy Lerner, Wende Zomnir, David Soward, and Patricia Holmes, Urban Decay has grown to become a significant player in the global beauty industry. The brand is renowned for its innovative products, vibrant colors, and commitment to cruelty-free beauty solutions. Urban Decay's product line includes a wide range of items such as eyeshadow, lipstick, foundation, and other makeup essentials, with the Naked palettes being among its most popular and iconic products.

History

Urban Decay was established with the aim of offering makeup options beyond the traditional pink, red, and beige hues dominating the market at the time. The founders wanted to introduce an alternative edge to the beauty industry, with products that catered to those who sought individuality and self-expression through makeup. The brand's name, "Urban Decay," reflects this ethos, suggesting beauty in the unconventional.

In its early years, Urban Decay quickly gained attention for its bold color choices and unique product names. The company's commitment to cruelty-free products further solidified its reputation, appealing to a growing base of consumers looking for ethical beauty options.

Product Range

Urban Decay's product range is extensive, covering all areas of makeup. Some of its most notable products include:

- Naked Palettes: A series of eyeshadow palettes that have achieved cult status. These palettes offer a range of neutral tones that are versatile for both day and night looks. - 24/7 Glide-On Eye Pencil: Known for its long-lasting wear and wide range of colors. - All Nighter Setting Spray: A makeup setting spray designed to keep makeup in place for up to 16 hours.

Cruelty-Free and Vegan Products

Urban Decay is certified by PETA and The Leaping Bunny Program as a cruelty-free brand, meaning none of their products are tested on animals. Additionally, Urban Decay offers a selection of vegan products, free from animal-derived ingredients.

Acquisition by L'Oréal

In 2012, Urban Decay was acquired by L'Oréal, one of the world's leading beauty companies. This acquisition has allowed Urban Decay to expand its global presence and enhance its research and development capabilities, while maintaining its core values of cruelty-free beauty.

Impact and Legacy

Urban Decay has played a pivotal role in transforming the cosmetics industry by challenging traditional beauty norms and promoting self-expression and individuality. Its success has paved the way for other brands to explore more diverse and inclusive beauty products.

See Also

• Cosmetics industry
• Cruelty-free cosmetics
• Makeup