User:Sharmelbhiro/sandbox
Urban Decay is an American cosmetics company founded in 1996 by Sandy Lerner, cofounder of Cisco Systems, and Particia Holmes.1 Lerner and Holmes hired David Soward as CFO and Wende Zomnir as Marketer.
The label is based in Newport Beach, California with a distribution center in Hialeah, Florida.
The birth of Urban Decay began about 15 years ago when pink and red dominated the beauty industry. Zomnir was recognized as a creative and strong-minded businesswoman with a determination to shake-up the cosmetic industry. The team mixed nail polish in Zomnir’s Laguna Beach bungalow. From there, they launched Urban Decay in January 1999, which included a line of 10 lipsticks and 12 nail polishes. Their color palette was inspired by the urban landscape with names such as Roach Smog, Rust, Oil Slick and Acid Rain.2
Urban Decay does not to employ animal testing in the creation of its products, and its website points out and considers its products as vegan. Every box includes its cruelty free philosophy: “We don’t do animal testing. How could anyone?” Both PETA and The Leaping Bunny Program (CCIC) certify the brand as cruelty-free.3 It offers 100% synthetic fiber makeup brushes, which includes blush and powder brushes, made from taklon. Taklon is an alternative to typical brushes constructed from animal hair.4 100% vegan items are denoted on the website by a paw print, which means it is "Marley Approved." Marley is a dog that belongs to an Urban Decay executive.
The brand is primarily sold in mid to high-end beauty stores such as Ulta, Sephora, and Macy's, as well as virtual pages of Beauty.com.
History[edit]
In 2000, Moet-Hennessy Louis Vuitton (a diversified luxury goods group) purchased Urban Decay.
In 2002, the Falic Group (owners of the Perry Ellis fragrance lines) purchased Urban Decay.
In 2009, Castanea Partners (a private equity firm) acquired Urban Decay.5
Additionally, Urban Decay received approval by The Coalition for Consumer Information on Cosmetics6 and PETA's 5th Annual Best Cruelty-Free Cosmetics Line award.7
On June 6, 2012, Urban Decay announced that it would begin selling its products in China, a country that is known to conduct animal testing on products before releasing them to the public. Therefore, PETA subsequently removed Urban Decay from their list of cruelty-free companies. On July 6th, 2012, Urban Decay announced that it will not sell its products to China.8
On November 26, 2012, the L'Oreal Group (a French cosmetics and beauty company) announced that it would purchase Urban Decay Cosmetics.9 As of 2012, the L’Oreal Group continues to use animal testing in some products, but the company donated $1.2 million to help abolish the practice.10 This is not the company’s choice. Since the company is based in France, European Union regulations require ingredients to be tested on animals.11
The L’Oreal Group acquired the company in 2013. According to Nydailynews.com, the L’Oreal Group paid an estimated amount of $350 million for Urban Decay.12
Where Urban Decay is Now[edit]
Today, Wende Zomnir steers Urban Decay’s ongoing growth as Executive Creative Director along with General Manager Tim Warner. Urban Decay continues its expansion into the prestige beauty market with growing numbers of retailers in Canada, the UK, France, Italy, Spain, Singapore and the Middle East.
Urban Decay is known for experimental shades and new products. They are known for their Eyeshadow Primer Potion, highly pigmented eye shadows, waterproof 24/7 Glide-On Eye Pencils, All Nighter Long-Lasting Makeup Setting Sprays and three of the best-selling eye shadow palettes: Naked, Naked2 and Naked 3.13
Urban Decay has assured PETA in writing that its animal-testing policy will not change, and the company will remain cruelty-free.14 It will generate profit for the L’Oreal Group although the L’Oreal Group is in a gray area when it comes to animal testing. So, the L’Oreal Group is a big contributor and founding member of the European Partnership for Alternatives to Animal Testing (EPAA), which is an organization that aims to end animal testing by using alternative methods to ensure consumers’ safety.
Best Selling Products[edit]
"Urban Decay" a well-known make-up company that has come a long way since they started has many products that beauty lovers, make-up geeks and anyone that has an interest in make-up find to have great quality. They have products for accommodate all types of skin types along with skin colour. Some of their best sellers go as follows, according to their corporate website :[1]
Naked 3 Palette[edit]
The Naked 3 Palette is a sister-palette and the newest of the Naked and Naked 2. The Naked 3 is loaded with 12 'never-before-seen' shades of eyeshadow that range from gorgeous matte colours to glamorous pearls along with astonishing metallics. It is known to be the rose-gold based palette out of the other two Naked palettes. Every shade from their Pigment Infusion System™ is blended perfectly to give each shade its own texture, rich colour and pigments as well as the quality to stay all day and blend well. Urban Decay always seems to make their customers happy with adding a little something extra in their palettes; with the Naked 3 they have included in a double-ended shadow brush, blending blush and their famous eyeshadow primer potion sampler (choice of original, Sin, Eden and Anti-Aging depending on how and where you buy the product). The packaging of this palette is in a rose-gold tin container with texture on the front an beautiful colour. [2]
The colour's included in the palette are as follows: Strange (pale neutral pink matte-satin), Dust (pale metallic pink shimmer with iridescent micro-glitter), Burnout (light pinky-peach satin), Limit (light dusty rose matte), Buzz (metallic rose shimmer with silver micro-glitter), Trick (light metallic pinky-copper shimmer with tonal micro-sparkle), Nooner (medium pinky-brown matte), Liar (medium metallic mauve shimmer), Factory (pinky-brown satin), Mugshot (metallic taupe shimmer with slight pink shift), Darkside (deep taupe-mauve satin) and Blackheart (smoky black matte with rosy red micro-sparkle).
Fill Weight: 12 x 1.3 g / 12 x 0.05 oz
Price: $53.00 USD
Eyeshadow Primer Potion[edit]
This product is used as a base for eyeshadow to ensure a long-lasting and all-day eyeshadow look. It is known to be the most legendary primer in the beautiful industry. Make-up artists and junkies use this primer potion heavily for the reason that it guarantees more vibrant eyeshadow that last for 24 (or until one physically removes the make-up) and never creases on the lid. The formula of Urban Decays primer glides on smooth and perfectly and come in a squeezable tube that looks like elixir potion. This new packaging allowed 11 mL instead of the original amount of 10 mL. [3]
There are 4 formula's of this primer potion: Original, Eden, Sin and Greed. The original formula dries invisibly while the other three dry as the shade that they are named after. The plus side to Urban Decay's primer potion is that the pigmented primers can be used as a bare shadow or highlighters.
Fill Weight: 11ml e 0.37 US fl oz
Price: $10.00 - $20.00 USD
Revolution Lipstick[edit]
This lipstick by Urban Decay is the most popular lipstick that they have. The formula of their lipstick is once again, unbelievably smooth and long lasting. The colours are highly pigmented and is advertised as addictive to wear. The creamy formula of the revolution lipsticks glide on easily without dragging along the ridges of ones lips and gives full lip coverage. Not only does this lipstick ensure creamy, comfortable texture but it also satisfies make-up enthusiasts with it's bold pigmentation, colour dispersion and extended wear. The product contains colour guarantee with the Pigment Infusion System™ and is defined with Make-Lip™ to hydrate lips to make them look pulp and fuller. The lipstick has an outstanding blend of jojoba oil, avocado oil, cocoa butter and shea butter that helps keep the lips moisturized all day. The lipstick container is a gunmetal tube that is lined with dark purple and features shaped facets that make one comfortable to pull out their beautiful lipstick.[4]
The revolution lipstick comes in a range of shades from gorgeous nudes to bright bolds. The colours are as follows:
- 69
- Anarchy
- Bang
- Catfight
- F-Bomb
- Fiend
- Liar
- Lovelight
- Jilted
- Manic
- Naked
- Naked2
- Native
- Obsessed
- Protest
- Rapture
- Rush
- Shame
- Streak
- Strip
- Turn On
- Venom
- Gash
Fill Weight: 2.8 g POIDS NET/NET WT. 0.09 oz
Price: $22.00 USD
References[edit]
1. Holmes v. Lerner, 74 Cal. App. 4th 442 (1999).
2. "ABOUT US." Our History. N.p., n.d. Web. 26 Mar. 2014.
3. "Commitments." Urban Decay Cosmetics for Eyes, Lips, Face, Body and Nails. N.p., n.d. Web. 26 Mar. 2014.
4. Is There a Squirrel in Your Makeup Bag?. PETA.org. Retrieved on 2011-09-28.
5. Castanea Partners Announces Investment in Urban Decay. Reuters (2009-03-30). Retrieved on 2011-09-28.
6. Cruelty Free Nail Care Products. LeapingBunny.org. Retrieved on 2011-09-28.
7. ETA's Sixth Annual Proggy Awards December 2008. PETA.org. Retrieved on 2011-09-28.
8. "[Urban Decay] Animal Testing Policy". Retrieved 26 July 2012.
9. "L'Oréal: News Release: "L'Oréal signs an agreement to acquire Urban Decay"". EuroInvestor. Retrieved 26 November 2012.
10. "L'Oréal Buys Beauty Brand Urban Decay in a Deal Estimated at $300 to $400 Million." NY Daily News. N.p., 26 Nov. 2012. Web. 26 Mar. 2014.
11. "What Does L'Oréal’s Acquisition of Urban Decay Mean for the Cruelty-Free Brand?" Feminspire. N.p., n.d. Web. 26 Mar. 2014.
12. L'Oréal Buys Beauty Brand Urban Decay in a Deal Estimated at $300 to $400 Million." NY Daily News. N.p., 26 Nov. 2012. Web. 26 Mar. 2014
13. "Urban Decay: Makeup, Cosmetics - L'Oreal Group." Urban Decay: Makeup, Cosmetics - L'Oreal Group. N.p., n.d. Web. 26 Mar. 2014.
14. PETA. "Beautiful News: Urban Decay to Remain Cruelty-Free!" PETA Beautiful News Urban Decay to Remain CrueltyFree Comments. N.p., 30 Nov. 2012. Web. 26 Mar. 2014.
External links[edit]
Category:Cosmetics companies of the United States
Category:Companies based in Costa Mesa, California