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Brand Awareness: Urban Decay


From Urban Decay's About Us page you'd discover that the company started in 1996 to provide customers with more colour options on the cosmetics scene. Not only their bold hues but the "outhere" product names took the industry by storm, especially the younger market. Through working with makeup artistes the brand has grown to a household name for beauty lovers. Urban Decay boast of being a cruelty brand that is working on going 100% vegan. L'Oreal acquired Urban Decay in 2013 taking over from Castanea Partners whom acquired it in 2009. In addition to bold colours and funky names the brand is also loved for its aesthetically pleasing packaging.

Best sellers

Urban Decay's Eyeshadow Primer Potion has a cult following. The product did so well that they expanded the range to include three other shades. Their 24/7 Glide-On Eye Pencils had the coloured pencil market cornered for a while. But the brand must now mostly be known for its Naked range, which all began with the legendary Naked eyeshadow palette. Since that launch many other eyeshadow palettes have been added as well as cheek, lip and complexion products. It's almost a brand unto itself. Another popular release was their Revolution lipsticks. Their limited edition Vice eyeshadow palettes are always highly anticipated. You can view the company's latest releases here. Urban Decay products can be purchased directly from their site, from Sephora's site, in Sephora stores and also other select retailers across the globe.

My recommendations

I've by no means tried a lot from this brand. I consider its prices to be mid range - not drugstore but not luxury (Guerlain-esque) - but due to lack of local availability I haven't gotten my grubby little hands on much. That said, I have enjoyed the 24/7 Glide-On Eye pencils (especially when they come in those 'Ocho Loco' sets, the Grindhouse double barrel sharpener, the All Nighter Setting Spray and 'Venom' and 'Anarchy' from the Revolution lipstick line. Those lipsticks have a very interesting formula: they're a bit thicker/stickier than say the Estee Lauder Pure Color Envy, yet not heavy or uncomfortable on the lips in the slightest. The pigment is opaque like the Nars Audacious line and lasts very well on the lips. The sweetest part is that they're also cheaper than those others mentioned.

Regular readers know I'm not an eyeshadow connoisseur so Heidi would have to tell you how she finds those. We recently got their Smoked palette and from my limited use I can tell that they're pigmented but the jewelled tones do have a lot of "fall out". I guess that's why the Primer Potion is such a big seller.


So, what have you tried from Urban Decay? What would you recommend to a newbie? Let us know in the comments.

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