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About UD

CHALLENGING THE INDUSTRY’S DEFINITION OF BEAUTY SINCE 1996

Urban Decay is a groundbreaking beauty brand that has stood for being different and cruelty-free since it first launched in 1996. Originally, products were “for the eyes, nails, lips and skin of girls and boys who want to rattle the notion of what beauty is and put their own stamp on it” and 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,” a manifesto that embraces pure, unapologetic individuality.

“‘Pretty Different’ is our anthem for fellow makeup junkies who don’t subscribe to beauty standards,” says Wende Zomnir, Urban Decay’s Founding Partner. “It’s our tribute to individuality because everyone is pretty different. It’s our approach to reinventing what it means to be a beauty brand.”

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