Founded in California, 1996, Urban Decay disrupted the previously ‘pink-dominated’ beauty industry, championing individuality and creativity. Inspiring their customers to be ‘pretty different’ the brand is renowned for the best-selling Naked collection, creating rebellious colour cosmetics with high-performance formulas. Urban Decay promote ‘reinvention over perfection,’ with an experimental style that reminds us that beauty is about self-expression and having fun. Proudly PETA-certified cruelty-free, the brand continues to innovate vegan formulations.