Urban Decay (cosmetics)

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Urban Decay is an American cosmetics company founded in 1996 by David Soward, Wende Zomnir, and Sandy Lerner, co-founder of Cisco Systems. There was a significant dispute as to whether Sandy Lerner wrongfully ousted her former friend and horse trainer, Patricia Holmes, from a "founders role" in the upstart brand.^[1] The brand is primarily sold in mid to high-end beauty stores, such as Ulta and Sephora. Urban Decay was bought by Moet-Hennessy Louis Vuitton in 2000, before being sold again in 2002. The label is based in Costa Mesa, California, and has a distribution center in Hallandale Beach, Florida.

Urban Decay markets itself as an edgy line of products that juxtaposes the glamorous with urban grunge. This is reflected in their product names; eyeshadows shades are called such names as "Roach," "Smog," "Strip," and "Oil Slick"; lip glosses come with names such as "Gash," "Carney," and "Kinky". The company produces finely-milled, high-pigment eyeshadows. Their best-selling shade is "Midnight Cowboy," a beige shadow loaded with silver glitter. Urban Decay also markets an Eyeshadow Primer Potion which is applied prior to eyeshadow application to ensure that color and glitter remain on the lids for extended wear, with no caking or creasing. They also created a popular line of edible shimmer body powders, which are safe to ingest in small amounts.

Urban Decay claims not to employ animal testing in the creation of their products, and marks on their website which products are considered vegan. They also offer 100% synthetic fiber makeup brushes, including blush and powder brushes, made from Taklon as an alternative to typical brushes constructed from animal hair.

In 2006, Urban Decay celebrated its tenth year anniversary with a release of several new makeup palettes and kits.

[edit] References

[edit] External links

• Official website
• Interview with Wende Zomnir