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Laguna Hills
Tuesday, Dec 6, 2022
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WENDE ZOMNIR

FOUNDING PARTNER URBAN DECAY

WHY: Started makeup brand from Laguna Beach bungalow in 1996 as alternative offering market high-voltage color.

RECENT: 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.”

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