Ep 94 – The Indie Beauty Brand That Went BOOM, Urban Decay Founder Wende Zomnir

December 4, 2019

Meet Wende Zomnir, co-founder of Urban Decay, the 90s makeup brand that’s as relevant today as it was in its graffiti-grunge heyday. Listen in as the Texas-born pageant girl, Mom and surfer recalls how frustration with the candy pink facade of the beauty industry drove her to start a rebellious cosmetics company that was years ahead of its time with out-of-the-crayon-box neon shadows, blue lipsticks and all-gendered, near-black nail polishes to mark its initial lineup.

Urban Decay’s Naked Palette Had a Funeral

You’ll hear the backstory on cosmetics hit after cosmetics hit, like, the Urban Decay Eyeshadow Primer Potion that Jill relies on to hold her shadow in place every single day. Or, the All-Nighter Setting Spray that out-performs the rest. Not to mention the brand’s 12-shades-of-beige Naked Palette, with sales of over $1B since its launch in 2010. The vanity staple was so iconic, the company had to host a funeral went it went bye-bye in 2018 (Nicole Richie and several influencers were in attendance, sniff.)

Featuring behind-the-scenes moments on how Wende managed to get into major retailers and into the hands of New York beauty editors with zero beauty experience, this episode will trace Urban Decay’s epic rise right up to the Lizzo-fronted “Pretty Different” campaign that broke the inter webs earlier this year. Finally, find out how Wende is looking back on her near 25 year legacy, as the little indie brand that was arguably one of the first to go BOOM.

Products mentioned in this episode: Urban Decay 24/7 Glide-On Eye Pencil; Urban Decay Eyeshadow Primer Potion; Urban Decay All-Nighter Long Lasting Makeup Setting Spray; Urban Decay Stay Naked Weightless Liquid Foundation; Urban Decay Naked Palette; Urban Decay Naked Honey Palette; Seche Vite Dry Fast Top Coat; Shiseido Ultimate Sun Protection Lotion Wet Force SPF 50+ Sunscreen; Skinceuticals Sheer Physical Defence SPF 50; Kerastase Elixir Ultime Original Hair Oil

Every product is independently selected by Breaking Beauty Podcast hosts and/or guests. Products you purchase through our links may earn us a commission.

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