Urban Decay appeals to those who relish their individuality and embrace what makes them different. They challenged the industry’s definition of beauty since 1996, when they disrupted the sea of pink dominating makeup counters everywhere. From all-encompassing, cruelty-free range of bold and velvety eyeshadows—which include the bestselling (and often-copied) Naked palettes—to the award-winning eye pencils, budge-proof mascaras, and cult-status makeup setting sprays, their version of “pretty” has always been pretty different.
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