URBAN DECAY – BEAUTY ON THE EDGE

NOT FOR THE BEAUTY VIRGINS OUT THERE, URBAN DECAY IS THE COSMETICS RANGE THAT PACKS A PUNCH.

LAUNCHED IN 1996 IT IS RENOWNED FOR ITS EDGY SHADES AND EQUALLY INNOVATIVE TITLES- INSPIRED BY THE URBAN LANDSCAPE OF THE US, HOME OF THE BRAND. THE ROLL CALL OF EYE-SHADOW HUES ALONE INCLUDE THE OMINOUSLY NAMED OIL SLICK, WHICH TURNS OUT TO BE A WEARABLE SOOTY BLACK EYE- SHADOW SHOT THROUGH WITH SHIMMER OR POLYESTER BRIDE, A SILVER SHADOW WITH WHITE GLITTER.

Best sellers include the teasingly titled Pocket Rocket Lip Gloss, which allows the user to undress a miniature man at the flick of their wrist, surely all one could want in a lip gloss?

Or try the best-selling 24/7 Glide-On Eye Pencil, which combines a creamy blendable texture with a long-lasting waterproof formula, immediately conjuring up images of tousled- haired rock chicks too cool to give a second thought to their make-up after casually slicking it on.

This in essence sums up the brands ethos. It is the antithesis of mainstream make-up brands who focus on the ‘pretty pretty’ aspect of the market. It simply doesn’t do ‘the no makeup, makeup look’ and makes no apologies for it.  Long before the sold-out jade green Chanel nail polish made its catwalk debut, Urban Decay were producing similar statement hues.

Recently the brand has latched onto the increasing trend for complexion perfectors and enhancers. New products launched for the ‘fall season’ include additions to the primer potion family, the complexion primer potion which comes in two formulas: brightening and pore perfecting and the eyelash and lip primer potions.

The Eyelash Primer in particular is bang-on trend- the beauty world currently awash with the seemingly incessant flutter of fake lashes. No longer the preserve of the footballers wife clan, they have been seen on every runway from London to New York. Forget the statement biker boot they are this season’s must-have accessory. This magic potion applied pre-mascara, is designed to give the appearance of false lashes sans the hassle and fiddly glue. Genius.

The Book of Shadows Vol II launched for the ‘holiday season’ is a palette consisting of 16 shades, a tempting dolly- mixture of their most coveted hues and 8 exclusive to the palette. This book will be perfect for dipping into over the festive season, as the dreaded Xmas parties beckon. It includes 2 handy travel size 24/7 eye pencils and a mini eye shadow Primer Potion.

If you want to indulge your inner wild-child even if the nearest you’ve come to dating rock-star is a guy in a tragic indie band, look no further.

Words Ashley Wallis

URBANDECAY.CO.UK