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Founded by Sandy Lerner, David Soward, and Wende Zomnir, Urban Decay started as an attempt to provide women with colors other than pink, red, and beige. Feminine, edgy, and always fun, this beauty brand established itself in January 1996 with a line of 10 lipsticks and 12 nail enamels. Inspired by the urban landscape, cosmetics were branded with names like Roach, Smog, Rust, Oil Slick, and Acid Rain—a move that was unheard of in the beauty world at the time. Today, Urban Decay is a Holy Grail brand, known all over the world for its makeup—particularly, those velvety eyeshadows.

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