“Our story opens nearly 20 years ago, when pink, red and beige enslaved the prestige beauty market. A creative businesswoman (and makeup addict almost since birth), Wende Zomnir, also recognized the colour void and determined a shake-up was in order. Wende unleashed Urban Decay in January of 1996 with a line of 10 lipsticks and 12 nail enamels. Inspired by seedier facets of the urban landscape, they bore ground-breaking names like Roach, Smog, Rust, Oil Slick and Acid Rain. The first magazine ad queried “Does Pink Make You Puke?”, fuelling the revolution as cosmetics industry executives scrambled to keep up.
Our ever-expanding global presence proves what Wende knew; makeup wearers everywhere crave alternatives, hence our longevity well past the death of '90s grunge.
Maybe this hunger for something unique explains the passionate support we've received over the years. Urban Decay products appear in dozens of magazines every month. Our online reviews are off the charts; if we don't get five stars, we just about cry. Thankfully, makeup junkies review our products more often and with more fervour than many of our competitors—you should see the comments for Eyeshadow Primer Potion! UD's Facebook and Twitter communities are some of the biggest in the industry—we're large in numbers and heavy on conversation. And we love our blogger friends! They're like beauty editors, rabid cosmetics fans and makeup artists all in one. We do movies, TV shows and hot parties. Our lives are pretty great, and we're fully aware that a million girls (and guys) would die for our jobs.
KINGS CROSS STATION
Prices for products vary between £9 up to £340.
Prices for services between £0 up to £120
What they say:
ANIMAL TESTING POLICY
Urban Decay is a cruelty-free brand and is committed to ending animal testing. We do not test our products on animals, nor do we allow others to test on our behalf. Additionally, we require our suppliers to certify that the raw materials used in the manufacture of our products are not tested on animals. Our Brand is certified by both PETA and The Leaping Bunny Program (CCIC) as cruelty-free.
Urban Decay certifies that our products marked vegan do not contain any animal-derived ingredients. Please note that within a product category, such as Eyeshadows, some shades will be marked as vegan, and others will not. We have an ongoing initiative with our laboratories to not only create shades (and entire product lines) that are vegan from the start, but also to identify which of our non-vegan products can be converted. In many situations, plant-derived or synthetic alternatives to animal-derived ingredients become available. As long as we can deliver the same high-quality products with rich Colour and texture, we will convert that product to 100% vegan ingredients, so be on the lookout for new offerings