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CHALLENGING THE INDUSTRY’S DEFINITION OF BEAUTY SINCE 1996

PRETTY DIFFERENT

Originally, products were made for "girls and boys who want to rattle the notion of what beauty is and put their own stamp on it." We kicked off the brand's mission to challenge the status quo, reminding people that makeup is for anyone and everyone and should always be fun, untamed, and unexpected. Urban Decay continues to reject the sameness that runs throughout the beauty industry with the launch of " Pretty Different beauty" a manifesto that embraces pure, unapologetic individuality.

WE ARE PETA CERTIFIED

It's a no-brainer. We love animals and have been long standing members of PETA's Global Beauty Without Bunnies program since the brand began.

VEGAN IS BETTER

We're Committed to making as many vegan products as possible. Vegan formulas are kinder to the earth, and they contain zero animal-derived ingredients or by-products.

BORN IN SOUTHERN CALIFORNIA

We find inspiration everywhere, from LA's sprawling cityspace and street art to palm trees and beach breaks.

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