Newport Beach-based cosmetic company Urban Decay tapped a new breed of tastemakers for its latest campaign titled “Pretty Different.”
The fresh crop of celebrity ambassadors were unveiled late last month and includes singer Lizzo, actors Ezra Miller and Joey King, K-pop star CL, and Colombian singer Karol G.
Founder Wende Zomnir said its new spokespeople embody the brand’s mantra of individuality.
“They are the true definition of ‘Pretty Different’ and embody the spirit of UD because being different doesn’t only mean being ‘weird’ or going against the status quo—it means you being you,” Zomnir said in a statement. “It’s our approach to reinventing what it means to be a beauty brand.”
The campaign kicked off with a 60-second spot showing a group of girls snapping selfies in unison while wearing the same pink sweatsuit and makeup until the five ambassadors disrupt the scene wearing their own unique Urban Decay looks.
The five “are unique, they are powerful, they are inspiring, they push boundaries,” according to the company.
Lizzo shared the video on Instagram to her more than 2.7 million followers, noting that it was her first makeup campaign with the caption “I’m #prettydifferent I love my wide face, high cheekbones and double chin!”
Created by the Vice Media-owned ad agency Virtue in New York, the campaign includes digital, social media and out-of-home ads featuring its ambassadors throughout the year.
Urban Decay is a unit of L’Oréal, which paid an estimated $350 million for the company in 2013.
