Urban Decay, an American cosmetics brand, is known for its high-performance, cruelty-free makeup products. Founded in the mid-90s by Wende Zomnir, it's now a subsidiary of French cosmetics company L'Oréal.

Urban Decay gained prominence with products like the 'Midnight Cowboy' eyeshadow and the 'Alice in Wonderland' palette. They offer a range of vegan products, identifiable by a 'V' symbol, including the 'Naked Skin' foundation and 'Perversion' mascara. Although cruelty-free, their association with L’Oréal, which has a complex stance on animal testing, affects their brand image.

Urban Decay products often contain high-impact, long-lasting colors and are popular among a demographic predominantly female, aged 18-35. They hold PETA’s Beauty Without Bunnies certification but lack certifications for being a clean or organic brand.

Recent brand deals include Morgan Turner, Ivan Lam, Ashley Yaniz, Aysha Harun and BeautyyBird. You can request access to our brand deal research below for a complete report.