Tired of cosmetics that offer the same old colors? Looking for that special shade of “Asphyxia” eye shadow? Perhaps a little “kinky” lip gloss to complete your look? For those who have wanted makeup a little edgier, a little more non-conformist, Urban Decay is happy to provide for all of your needs.  

Premiering in 1996, Urban Decay made its debut as the perfect cosmetic answer for those whose tastes are a little more industrial - a yin and yang of grungy and glamorous. Sold mostly in upper-scale stores such as Sephora, Urban Decay was the brainchild of David Soward, Wende Zomnir, Sandy Lerner (a co-founder of Cisco Systems) and horse-trainer Patricia Holmes. With the profits from selling Cisco, a computer network company, the group decided to dive into the makeup business. By the second year, sales exceeded $10 million.  

Urban Decay produces a high-quality line of cosmetics that are sold in an array of unorthodox and often gothic colors such as green, purple and black and labeled with unique names as “Smog,” “Oil Slick,” “Gash” and “Carney.” One of their best-selling shades is a beige shadow combined with silver glitter called “Midnight Cowboy.” And in 1997, they introduced their first line of male nail polish called “Testosterone.”

The makeup isn’t the only colorful aspect to Urban Decay. From day one, the company has launched a number of memorable ad slogans starting with their first, “Does Pink Make You Puke?” Another ad in 1996, which featured the words “Burn Barbie Burn” earned the company a lawsuit from Mattel Toys. But all of this has only served to increase the popularity of Urban Decay, which recently celebrated its 10th anniversary. And although some of their colors have turned a little more mainstream over the years, the edginess that made Urban Decay a favorite with non-conformists everywhere still remains.