Urban Decay is a high-end American cosmetics brand founded by Wende Zomnir in 1996. A subsidiary of French cosmetics company L’Oréal, it felt the need to rebel against feminine colours such as pink, red, and beige. It aims to provide inspiration without replication. Although a rebel, the brand does not test on animals. It is 100% cruelty-free. 

Initially launched with a line of a line of ten lipsticks and 12 nail polishes, the brand has since grown to cover most areas of makeup, face and body care products. The brand appeals to women who are seeking the “urban-look.” Their colour palette is inspired by the urban landscape that came with names such as Roach, Smog, Rust, Oil Slick, and Acid Rain.