FOUNDING PARTNER URBAN DECAY
WHY:Â Started makeup brand from Laguna Beach bungalow in 1996 as alternative offering market high-voltage color.
RECENT:Â Continues with fast and furious product launches, more recent of which was the Stoned eyeshadow palette. Pushing for more diversity in the industry amid BLM protests.
NOTABLE: Very first magazine ad read “Does Pink Make You Puke?” Bought by Castanea Partners in 2009, then L’Oréal in 2012 for roughly $350M. Naked eyeshadow remains a popular seller, raking in well over $1B since the 2010 rollout.
QUOTABLE: Urban Decay was founded “on the idea that being unique and different is beautiful.”
