Beauty Store Business

AUG 2017

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82 August 2017 | beautystorebusiness.com MORE IN STORE While the industry has seen its fair share of changes with the rise of millenials and Gen Z'ers looking for brands that have a distinct message and an open mind, Urban Decay prides itself on being one of the original brands to offer vivid colors before they were cool. "If you wanted color, you had to go to the drugstore, and back then the quality of the lines with edgy colors was low," Zomnir says. "People looked at me like I was crazy when I wore blue lipstick every day. Now, women (and men!) are more open to experimenting with their makeup and having fun with it." By not following trends, Urban Decay became one of the most influential trend- setting and fashion-forward cosmetics companies in the industry. "Through our hardcore passion for the brand and an unwavering devotion not to follow trends, we've managed to continue producing qual- ity products that women want and need," Zomnir says. "Initially, we were known for producing high-pigment colors like blues, purples, greens, and our crazy shade names. Now we are known for our dedica- tion to quality, design and innovation." Offering cruelty-free products for the lips, eyes and face as well as makeup removers, setting sprays and brushes, the sky's the limit for a brand that has already cemented itself as a tour de force and household name. Though Zomnir remains tightlipped about when products will be released in the near future, she admits that her team is always working on something new. "As far as what's next for Urban Decay, all I can say is we're even more focused than ever on creating high-quality makeup inside beautiful packaging." ■ Get Connected! @urbandecaycosmetics @urbandecaycosmetics urbandecay.com @urbandecay Urban Decay Cosmetics Afterglow Highlighter Palette: With four new shades, this highlighter palette was made to suit any skin tone. Use them individually, or combine them to create custom colors. Creamy, lightweight and blendable, they will provide a glow that lasts all day. Suggested retail price: $34 Vice Liquid Lipstick: The Vice Liquid Lipstick Collection features 30 shades, and includes matte and metallic finishes (shade Trap Queen is shown). Waterproof, long-lasting and smudge-resistant, they provide intense pigment without drying out the lips. SRP: $18 Vice Special Effects: Shimmery lip toppers that will take any lip color to new heights, the Vice Special Effects topcoats are available in 12 glimmering shades (shown in Reverb). They are also fortified with marine collagen to moisturize and smooth the lips. SRP: $18 Naked Skin Shapeshifter: Contour, color-correct and highlight the skin with this three-in-one palette. One side of the palette contains powders, while the other side holds creams. Available in Light Medium Shift (shown) or Medium Dark Shift to suit a variety of skin tones and textures. SRP: $45 SUMMER LOVIN' Add shimmer and sparkle to makeup looks with these Urban Decay essentials. Naked Ultimate Basics Eyeshadow Palette: Featuring 12 neutral, matte and velvety eyeshadows with an edge, this palette can be used to create a wide variety of looks for day or night. Housed in a sleek case, it also includes the dual-ended blending and smudging brush. SRP: $54 Courtesy of Urban Decay

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