Urban Decay cosmetics targets young, hip consumers with edgy products that include lip, eye, and nail colors, as well as other face and body products. With products that are never tested on animals, Urban Decay provides makeup that focuses on fun and individuality.
Urban Decay was founded in January 1996, the result of one woman's quest for purple nail polish. Sandy Lerner created a line of alternative makeup shades, beginning with 10 lipstick colors and 12 nail polish colors. The Urban Decay line differentiated itself from other competitors in the industry with their unique advertising campaigns. Their original tagline was "Does Pink Make You Puke?" Certainly, from the start, Urban Decay was seeking to fill an unexplored niche with unique shades and messaging unlike any other cosmetics company. Even the naming they used for their products screamed edgy: Roach, Rust, Smog, and Oil Slick were among the more popular colors that reflected the shades of urban America.
Innovative Workplace and Brand Statement
Urban Decay fosters a creative work environment, with policies such as "dogs allowed" and "the crazier, the better" dress codes. This type of workplace has served the company well, as they have consistently been an innovator in the cosmetics industry.
Urban Decay defines itself as an innovator, with a brand statement that reads, in part, "Urban Decay is beauty with an edge. It is feminine, dangerous, and fun... appealing to celebrities, rock stars and anyone who relishes her individuality and dares to express it."
Urban Decay Products
Urban Decay makes high-quality products a priority. With thorough testing of ingredients (but never on animals), they are able to make the best makeup available. For example, their eye shadow never creases because it is made with pure pigment rather than binders. Their quality is backed by a cruelty free guarantee, so customers can be assured that no animals are harmed in the production of their makeup. All products include a "Love It or Leave It" guarantee, which allows you to return any product within 45 days for a full refund.
Availability and Pricing
In addition to the Urban Decay web site, these makeup products can also be purchased from Amazon, Sephora.com, and Beauty.com. High-end specialty and department stores may carry the product line as well. Their web site includes a store locator for finding your nearest retailer. Among the variety of products offered, the following provides an idea for the price range:
- Eyeshadow Primer Potion - a magical shadow primer that dries almost instantly and prevents creasing. $14
- 24/7 Glide-On Eye Pencil - a creamy and waterproof eye pencil that can be easily blended and has plenty of staying power. $15
- Nail Enamel - affordable polish at just $5.
- Urban Arsenal Palette - this sample kit includes makeup for lips, eyes, cheek and face, all wrapped up in a pretty case. $45
- Big Fatty Mascara - plumps up lashes for a big, full look. $17
- Heavy Metal Glitter Liners - glittery liners that will bring out the rock star or runway model in all of us. $17
- Flavored Body Powders - sweet and edible powders that sparkle and shine. $12.50 - $25
- Lip Gunk - shimmer and sparkle with this shiny lip gloss, available in a variety of flavors. $13
Not only does Urban Decay provide products that are cruelty free (as they say, "We don't do animal testing. How could anyone?"), but they also fully disclose the ingredients in each product. Simply visit their web site for more information. They also provide vegan products, with no animal derived ingredients in the cosmetic materials. They indicate vegan products with the "Marley Approved" paw print of approval.Additionally, the cosmetic company adheres to the Coalition for Consumer Information on Cosmetics' guidelines for compassion towards animals. As such, they never make or test products in a way that would harm animals. They have also joined PETA's Caring Consumer Project, pledging not to conduct or commission any type of animal testing.
They also offer 100% synthetic fiber makeup brushes, no animal hair of course. Choose from brushes for blush, powder, or other makeup applications.