A Southern California beauty brand known for its rule-breaking ethos and high-pigment, cruelty-free cosmetics.
ORIGIN
USA
PRICE TIER
premium
Launched in Southern California in 1996, Urban Decay emerged as a rebellious counter-narrative to the prevailing pink-dominated beauty counters. Co-founded by Wende Zomnir and Sandy Lerner, the brand was built on a “beauty with an edge” philosophy, introducing a palette inspired by the grittier, urban landscape with shades like Roach, Smog, and Acid Rain. This disruptive approach celebrated self-expression and individuality over conventional standards of perfection.