Urban Decay: the saga of the brand
Founded in January 1996 by Sandy Lerner, Urban Decay is a brand of make-up products of American origin. Dissatisfied with the nuances of nail polish purple and stating that there are more than 500 shades of roses for nail polish rose, Sandy and colleagues, David Soward and Zomnir Wende, decide to launch Urban Decay Cosmetics. The brand launched the same year a range of 10 shades of lipsticks and 12 of nail polish with a very catchy slogan: "Does Pink Make You Puke?" (or "Does the rose make you vomit?" in French!)
The world of makeup is then approached in a new way: the most extravagant colors are installed in the cosmetics industry but also among users. These are colors inspired by the American landscape that are at the forefront: green, black, rust ... In addition, the products Urban Decay are always of quality with for example the makeup eyeshadow Eyeshadow with pure pigments that allow a long lasting hold!
The innovative spirit of the brand is also gradually establishing itself on television sets, in magazines, on runway catwalks, etc. The strength of the brand lies mainly in its ability to create new concepts and launch new trends.
In 1998, the brand tackled the web with the launch of its urbandecay.com merchant site where consumers can find advice. In 2000, Urban Decay enter LVMH before being bought by 3 brothers, skilled businessmen who followed the advice of their daughters adored!
The brand's products are then distributed in major perfumeries around the world, especially at Séphora.
