Urban Decay (cosmetics)
| Company type | Subsidiary |
|---|---|
| Industry | Cosmetics |
| Founded | 1996 |
| Founder | Sandy Lerner, Patricia Holmes |
| Headquarters | Newport Beach, California , United States |
Area served | United States, Mexico, Germany, international markets |
| Products | Cosmetics for lips, eyes, face, and body; Naked collection (eyeshadow palettes) |
| Owner | L'Oréal |
Urban Decay, an American makeup brand headquartered in Newport Beach, California, functions as a subsidiary under the French cosmetics conglomerate L'Oréal.
The brand offers a variety of products including cosmetics for lips, eyes, face, and body. Its most notable series is the Naked collection, which features 12 distinct eyeshadow palettes. While primarily catering to women, Urban Decay also attracts buyers interested in cruelty-free beauty products. Distribution occurs through prominent U.S. department stores such as Macy's, Sephora, Ulta, and Nordstrom, alongside online platforms and international markets like Mexico and Germany.
History
Prior to Urban Decay’s debut in 1996, the makeup industry was largely saturated with palettes dominated by pink, red, and beige tones. Founded by Sandy Lerner—who also co-founded Cisco Systems—and Patricia Holmes, the company introduced an edgy color lineup inspired by cityscapes, featuring shades named Roach, Smog, Rust, Oil Slick, and Acid Rain.
The company’s ownership has shifted multiple times: it was acquired by luxury conglomerate Moët Hennessy Louis Vuitton in 2000; subsequently sold to the Falic Group in 2002; then transferred to private equity firm Castanea Partners in 2009. In 2012, L'Oréal purchased Urban Decay for an estimated $350 million.
In Spring 2015, Urban Decay expanded its digital presence with The Violet Underground Tumblr platform, highlighting partnerships with emerging artists such as Baron Von Fancy.
Ambassadors
Among recent celebrity representatives for Urban Decay are Ruby Rose and Nicole Richie. In June 2019, the brand unveiled its slogan "Pretty Different" and announced five global ambassadors: Ezra Miller, Lizzo, Joey King, Karol G, and CL. The following year saw the addition of three more ambassadors—Normani, G.E.M, and Camila Mendes—to promote the Naked Ultraviolet palette. In January 2021, the South Korean idol group Monsta X became global ambassadors with campaigns commencing in February.
Collections
The Naked Collection originated with the Naked Palette, which contains 12 full-sized eyeshadows in neutral shades accompanied by a signature synthetic brush. This collection expanded to include variations such as Naked Basics, Naked 2, Naked 3, Naked Smoky, Naked Ultimate Basics, Naked Heat (including Petite), Naked Cherry, Naked Reloaded, Naked Honey, Naked Ultraviolet, Naked Cyber, Naked Metal Mania, and Naked Wild West. Complementary mini palettes like Naked Half-Baked, Naked Sin, and Naked Foxy also form part of this lineup. The sub-series Naked Complexion features foundations, concealers, blushes, highlighters, bronzers, and related tools.
Urban Decay has partnered with celebrities including Gwen Stefani through The Ultraviolet Edge campaign focused on empowering women and donating $750,000 to associated charities in 2016. In 2018, the UD × Kristen Leanne collection was launched comprising eyeshadow palettes, lipsticks, and a face palette with a focus on cruelty-free products.
Additionally, limited-edition palettes inspired by Disney’s Alice in Wonderland and Alice Through the Looking Glass movies were released.
In early 2017, Urban Decay introduced the Vice liquid lipstick range. The Vice shade became a hallmark product within their Revolution lip gloss series and quickly rose to become one of its most popular offerings.
Corporate social responsibility
In 2017, Urban Decay introduced a worldwide campaign called The Ultraviolet Edge, aimed at the advancement of women. The brand pledged to contribute all profits generated from a special edition Eyeshadow Primer Potion to organizations aiding women in developing nations.
Recognized by PETA as cruelty-free, Urban Decay refrains from animal testing on its products and prohibits any third-party animal testing. Additionally, the company mandates that its suppliers verify their products have not undergone animal testing.