3 things you never knew about cult makeup brand Urban Decay


Including the top two best-selling products

Beauty Crew Beauty Writer / October 05 2017

There are few makeup brands that have developed a cult following to the same degree as Urban Decay. Not only are their formulas dedicated to being of the highest quality, but the brand is constantly developing innovative, edgy and unique products that customers simply can’t wait to get their hands on.

Recently, we were lucky enough to sit down with the brand’s co-founder and Chief Creative Officer, Wende Zomnir, who shared three tidbits about the brand that we never knew before.

#1 / The Naked Palette was originally limited edition

Despite it being Urban Decay’s most well known product, according to Zomnir the original Naked Eyeshadow Palette was originally only meant to be a limited edition release. “We were only planning on it being a promotional product and I was like, let’s plan it for six months and see how it goes,” she revealed.

It’s a good thing they decided to stick with it, because now the Naked range includes five different palettes: 1, 2, 3, Heat and Smoky – all of which we can’t get enough of. Speaking of, if you want to get your hands on the smoky palette, you better get in quick as it’s set to be discontinued next year!

#2 / The brand’s two biggest sellers are not what you’d think

While you would be forgiven for thinking a variation of the Naked Palette is the brand’s most popular product, it turns out the biggest sellers are “the Eyeshadow Primer Potion and also the Vice Lipsticks; people go crazy for them! We have so many shades and that’s one of our products we’re always introducing new shades of,” Zomnir said.

#3 / The Heat Palette was Urban Decay’s biggest launch

According to Zomnir, Urban Decay’s latest Naked Palette launch, Heat, which features 12 amber-hued powder eyeshadows, was the brand’s biggest Naked Palette launch to date. “It outperformed the Smoky Palette, so yes it went crazy in the US and we’re trying desperately to make sure everyone has the stock they need,” Zomnir explained.

To be honest, we’re not even remotely surprised. The second we laid eyes on the orangey-hued palette, we were completely and utterly in love!

Urban Decay Eyeshadow Primer Potion

Urban Decay Naked Heat Palette

Urban Decay Vice Lipsticks

Want more from Urban Decay? Then you need to see the brand’s ultimate party palette and learn why their new launches are set to change the way you use primer.

What’s you favourite Urban Decay product? Let us know in the comments below.

Image credit: @urbandecaycosmetics

Kate started working for BEAUTYcrew in early 2016, first as a contributor, and was then named Beauty Writer in 2017. She loves picking the brains of the industry's top experts to get to the bottom of beauty's toughest questions. Bronze eyeshadow palettes are her weakness and she's forever on the hunt for the perfect nude nail polish to suit her fair skin. Her words can also be found in Men's Health magazine, and she now works in PR.