Wende Zomnir

Wende Zomnir

Wende Zomnir, the founder of L’Oréal-owned Urban Decay, is set to launch a new beauty brand called Caliray.

The business is registered in Newport Beach and spans cosmetics, body oil, fragrances, hair care, lip balm, nails and sunscreen, according to the company’s trademark filing.

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Zomnir told industry trade publication WWD, which was first to report the news, that she is involving husband Doug Collier in the new venture. Collier is a member of the board at Irvine retailer Tilly’s Inc. (NYSE: TLYS) and the former CFO of Costa Mesa-based Volcom Inc.

Zomnir started Urban Decay in 1996, growing the popular cosmetics brand known for its Naked collection of eyeshadow palettes. The company was sold to private equity firm Castanea Partners in 2009 and then L’Oréal bought it in 2012 for a reported $350 million.

Urban Decay is expected to move from Newport Beach to L’Oréal USA’s West Coast headquarters in El Segundo once the campus is completed early next year. The headquarters will consolidate the operations for Urban Decay, NYX Professional Makeup and Pulp Riot into a single location.