Urban Decay: Brand Guide and Product Picks
Urban Decay is an American cosmetics brand founded in 1996 by Wende Zomnir. It is known for its Naked eyeshadow palettes, long-wear setting sprays and bold colour range. The brand has been owned by L’Oréal since 2012. It is certified cruelty-free by PETA and offers many vegan products.
The Story Behind Urban Decay
Urban Decay launched in 1996, at a time when the makeup industry was dominated by pink, red and beige. Founders Sandy Lerner and Wende Zomnir wanted to offer something different. The brand built a reputation on the concept of beauty with an edge and values of femininity and irreverence.
L’Oréal acquired Urban Decay in 2012. At the time, the brand was based in Newport Beach, California, and had star products in the eye category, including the Naked Palette and the Naked Skin weightless liquid foundation. The brand has continued to expand its range since then.
What Urban Decay Makes
Urban Decay covers most makeup categories. The brand is best known for eyeshadow palettes, but it also makes foundation, concealer, setting spray, eyeliner, mascara, lipstick and lip liner.
The Naked eyeshadow palettes are a series of neutral shade palettes in matte, shimmer and metallic finishes. The original Naked palette launched in 2010 and has since been discontinued, but the Naked3 and Naked2 Basics palettes remain part of the range. The Naked shade range is designed to suit a variety of skin tones.
The All Nighter Setting Spray is one of the brand’s bestsellers. The brand states it is a waterproof makeup setting spray. Other popular products include the 24/7 Glide-On Eye Pencil, Eyeshadow Primer Potion and Vice Lipstick. The brand states Vice Lipstick is a super pigmented longwear vegan lipstick.
For foundation, Urban Decay offers a few options. The Hydromaniac Hydrating Dewy Foundation is designed for dry skin. The Stay Naked foundation comes in a wide shade range. Shade names and numbering differ between brands, so use Urban Decay’s own shade finder and check the return policy.
How to Choose Urban Decay Products
Start with what you want from a product. If you are looking for an everyday eyeshadow palette, a Naked palette with neutral shades may suit you. If you prefer bold colour, the Vice Lipstick range has a wide selection.
For foundation, think about your skin type. If you have dry skin, a hydrating formula like Hydromaniac may feel more comfortable. If you have oilier skin, a matte or long-wear formula may work better. Swatch a few shades along your jawline in natural daylight to find a match.
For setting spray, the All Nighter range includes different finishes. The original All Nighter is designed for long wear. The All Nighter Glow adds a dewy finish, while All Nighter Matte is for shine control. Choose based on the finish you prefer.
If you are new to the brand, start with a smaller palette or a lipstick to see how the formulas work for you before investing in a larger set.
Safety, Hygiene and UK Availability
Urban Decay products are sold in the UK through retailers such as Sephora, Selfridges, Cult Beauty and Lookfantastic. Prices sit in the mid-range to premium band. A Naked palette typically costs between £40 and £55, and a Vice Lipstick between £18 and £22. Prices change, so check the current price before you buy.
Makeup products sold in the UK must comply with the UK Cosmetics Regulation, which requires that products are safe for human health when used normally. Products must be labelled with a UK responsible person, a batch number and an ingredients list. Check the period after opening symbol on your products. This looks like an open jar with a number inside, such as 6M or 12M. Mascara is usually 3 to 6 months. Liquid foundation is often 12 months.
Counterfeit makeup is a real risk. The Chartered Trading Standards Institute warns that unsafe cosmetics may be sold via online marketplaces and that some products have been found to contain banned colourants and heavy metals. Buy from reputable retailers and be cautious of prices that seem too low.
On animal testing, Urban Decay is certified cruelty-free by PETA’s Beauty Without Bunnies programme. It is not certified by Leaping Bunny, as Leaping Bunny does not grant certification to brands owned by parent companies that test on animals. Not all Urban Decay products are vegan. The brand uses carmine in some eyeshadows and beeswax in some mascaras. Vegan products are clearly labelled on the brand’s website and packaging.
This is general educational content, not medical advice, and was not reviewed by a medical professional. Patch test any new product first. Results vary by person, skin type and sensitivity. If you are pregnant, breastfeeding or living with a diagnosed skin, allergy or eye condition, check with a doctor, pharmacist or dermatologist before starting a new active ingredient. See a licensed provider for a persistent, severe or worsening reaction. Avoid sharing eye and lip products, follow storage and period-after-opening guidance, and be careful with counterfeit makeup.
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