Founded in January 1996, offering a line of ten lipsticks and twelve nail varnishes, Urban Decay has always been on the most wanted list, having switched owners multiple times over 22 years.
Being a brand that wants to please everyone and pretty much succeeds (bar the few products that are a shambles, but we can forgive them for that), in 2009 Urban Decay was awarded with the fifth annual Best Cruelty-Free Cosmetics Line by PETA. Though in 2012 Urban Decay announced that it would begin selling products in China, a country known for its cruel animal testing, just a few months later Urban Decay stopped selling their products there. Proving themselves conscious of their ethics, Urban Decay goes straight back into the good books. In 2014 it was officially confirmed by PETA and CCIC that Urban Decay does not use animal testing, and even offers 100% synthetic makeup brushes, an alternative to using brushes made from animal hair.
Now onto the products. Offering eyes, lips, face, nails, and tools, Urban Decay has vastly expanded since being founded in ’96. The brand has even started to offer gift sets! There are multiple options for all genders, skin tones and preferences within make-up – for example the NAKED range, which we all know and adore when we fancy a natural vibe. The NAKED range has now expanded its products to a non-natural vibe with products like the NAKED Smoky coming out. The foundation and concealer shade ranges cater for all skin tones, from porcelain white to deep dark, especially the NAKED Skin Weightless Ultra Definition Foundation. The eyeshadows also show up well on dark skin tones. This is frequently unachieved by beauty brands – often names like Dior and YSL release Spring/Summer pastel collections that literally look like grey powder on dark skin. Urban Decay also don’t discriminate between who can and can’t wear their makeup. Their Instagram, @urbandecaycosmetics, features men and women of all different styles and skin tones.
On their website (www.urbandecay.co.uk), they have also clearly labelled their vegan products, giving a little helping hand to those who want to join this evergrowing lifestyle.
So as an inclusive brand that tries to cater for everyone, Urban Decay are definitely in my good books. Being a high end brand, some might say that Urban Decay’s prices are what stops them purchasing, so the brand isn’t completely inclusive for all. However, with it’s popularity, Urban Decay have influenced other retailers to sell products just like theirs. Yes, it isn’t the real thing, but for someone on a budget (like all of us students), a similar alternative might be the only option. Just at the end of April, supermarket giant, Aldi, announced that they are going to start selling products “inspired by Urban Decay’s Naked palettes,” with 12 shades for just £5.99. Having conquered the food industry with good produce at purse-friendly prices, and providing a successful dupe of Liz Earle’s hot cloth cleanser, it wouldn’t surprise me if Aldi pulled this one out the bag too.
Urban Decay, a global, inclusive, cruelty-free beauty brand that manages to influence even food retailers – where can you go wrong?
Last modified: 9th May 2018