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Urban Decay

Pretty Different

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Long-lasting, high-pigment, cruelty-free makeup. Californian with an LA edge since 1996. Reinvention over perfection. Inspiration without replication. Kindness over cruelty. Unsubscribe from beauty telling you to be pretty. You can be whatever you want to be. PRETTY DIFFERENT.

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Wende Zomnir
Inspiration Behind Urban Decay
There were many moments in my life that inspired me to go down the cosmetic path.  My mom bought me a huge makeup kit when I was 12 and I remember ripping out pages of the popular teen and beauty magazines to recreate the makeup looks.  In 8th grade, I was sent home from school for wearing too much makeup.  When I was 19, I was in a pagent and was excited because I had the chance to do my own makeup for it and all the contestants received a big bag of Maybelline; I was so happy.  I've always loved makeup.  In August of 1995, I met Sandy Lerner and back then the cosmetics floor was all beige, red and pink.  We decided to create an urban inspired line that was amazing quality, cool colors and completely shocking to the industry.

Wende Zomnir

Founding Partner

Urban Decay Naked UltraViolet Video featuring Normani and Camila Mendes


Makeup is about self-expression. It’s not about covering your flaws, but showing the world who you are.

Wende Zomnir
Founding Partner