Middle East
Born in LA in 1996, Urban Decay has always celebrated self-expression over expectation – giving a stage to every beauty rebel, dreamer and disruptor. We are on a mission to bring back anti-bland makeup that's born to perform, letting you be the main character of your everyday story. Every product has our 'Born to Perform' mantra at the heart, focusing on extreme longwear, color-tone theory and multi-finish expertise.
Urban Decay is passionate about giving a stage to uncensored femininity – defying boring cliches, and standing with those who embrace self-expression, sexuality and fluidity, and everyone's right to reinvent themselves however they choose.
"It's time to shake things up at Urban Decay! Let's be real, personal identity is more filtered than ever. Feeds are starting to blur together with safe makeup and censored beliefs – and this isn't just a beauty problem, it's an individuality crisis. Enter 'Battle the Bland'— the first single of the Urban Decay comeback tour – focused on the radical defense of creativity, championing personal style, and giving everyone the freedom to unleash their main character energy. We'll be focused on bringing anti-bland makeup - whether that's a disruptive nude or extreme glitter - that really champions fluid femininity, while always thinking a little differently!"
Anika Majithia
International General Manager - Urban Decay
EXTREME LONGWEAR
MULTI-FINISH EXPERTISE
COLOR-TONE THEORY
Anti-Bland Makeup
Anti-bland makeup is an approach, not an aesthetic. It's not about how much you wear, it's about how much it says.
It's for those who see beauty as a tool to shape their identity and make an impression on their world.
Whether it's a graphic eye, a sharp contour, or the perfect barely-there glow, what matters is the effort, the intention, and the choice to create something that speaks.
“Urban Decay's mission is simple: bring back makeup that performs - products that last, shades that speak, And finishes that do the most.”
Lochie StonehouseUrban Decay Resident Global Makeup Artist