Born in a Laguna Beach bungalow in 1996, Urban Decay was the brainchild of Wende Zomnir. Having had enough of beauty standards in the industry, she wanted to see bright, bold and colourful make up that wasn’t simply pink and ‘pretty’. And so, Urban Decay was born. This LA brand seeks to challenge the status quo and explore make up on a new level, serving up cosmetics that last all day and into the night. From the famous {Naked palettes} to slick eye liner, stay-on mascara and pop-of-colour lippy, you’ll find everything you need to create your dream make up look with Urban Decay – no rules applied.

REDEFINING PRETTY

While the idea behind Urban Decay was to introduce some serious colour into the beauty world, it didn’t stop there. Disrupting beauty standards and making it known that ‘pretty’ looks different for everyone, Urban Decay is all about redefining that standard and allowing their customers to personalise their looks with quality products that last. While ‘pretty’ might mean neutral and minimal to some, it means loud, bold and unapologetic to others. And the {Urban Decay collection} allows everyone to make that choice and get creative with their make up.

THE ICONIC NAKED PALETTE

One of the brand’s most famous products is the {Naked palettes}. Designed to offer a range of coordinating eye shadow colours that can be used solo or built-up to create a statement look, a palette is now sold every seven seconds around the world. Proving that when it comes to make up, it’s all about fun. Whether you’re into bold, dark smoky eyes or softer pinks and nudes, you’ll find a palette that promises to help you create a look that turns heads. And don’t forget the rest of your look – you can shop everything from {Urban Decay foundation} that lasts all day and night, to the brand’s iconic {setting sprays} that promise to keep your make up in place no matter how much fun you’re having.

CRUELTY-FREE MAKE UP

Ensuring every Urban Decay product is cruelty-free is imperative to this PETA-approved make up brand. Now, you can also find plenty of vegan-safe products in the {vegan range} as the brand continues to strive to make as many fully vegan products as possible.