By  on December 12, 2016

In the two decades since its founding, Urban Decay has surprised the beauty industry on countless occasions: it showed that a high-impact color cosmetics authority could make a splash with neutrals, brand-led e-commerce wasn’t a death knell, social media required serious stewardship, makeup products meant to go underneath makeup would be a big-time business, and perennially perfecting a product yields winners.

“One of my philosophies has been we are never done,” said Wende Zomnir, Urban Decay’s cofounder and chief creative officer. “We have redone our eye shadows three or four times. That’s my mind-set, and people always love when we bring back products and make them better.”

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