Urban Decay - Behind the Brand

BEHIND THE BRAND

Urban Decay's story opens in the mid-'90s, when pink, red and beige enslaved the prestige beauty market. Heaven forbid you wanted purple or green nails, because you'd either have to whip out a marker, or risk life and limb with that back-alley drugstore junk. Flying in the face of this monopoly, Sandy Lerner (cofounder of Cisco Systems) made a bold decision: if the cosmetic industry's “big boys” couldn't satisfy her alternative makeup tastes, she'd satisfy them herself. Fatefully, Sandy met fellow visionary Wende Zomnir, a creative businesswoman (and makeup addict almost since birth). The two forged a pact that led to renegade nail polish mixing sessions in Wende's Laguna Beach bungalow, and the rest is history.

Today, Urban Decay is known for experimental shades and innovative, high-performance products. From their intensely pigmented eyeshadows to their waterproof 24/7 Glide-On Eye Pencils, the company has one of the biggest shade ranges in the industry – and two of the best-selling palettes in the business, Naked and Naked2. The Naked line also includes Naked Skin complexion products, for buildable coverage with a weightless feel and a luminous finish. And makeup artists and beauty junkies alike rely on Urban Decay's legendary Eyeshadow Primer Potion and Makeup Setting Sprays to give their makeup serious staying power.