I inspired her by suggesting we put our nail polish in gender-neutral medicine bottles, and UD was born!” I had loved makeup since I was 13 and got sent home for wearing too much of it, but never would I have thought that I could try to break into an industry dominated by big corporations. “Back in the mid-'90s, there wasn’t an indie beauty brand culture. “I mean, the woman had basically invented the internet, so her point of view was, ‘how hard could makeup be?’” Zomnir says. Zomnir met her through David Soward and together, Lerner and Zomnir brainstormed a takeover of the beauty business. Then one day, Sandy Lerner (founder of Cisco Systems) had the idea to start a makeup company. Other brands you’ll love: Too Faced, NARS, Tarte “I hired unemployed surfer girls to sit on my patio and paint fake display nails with our nail polish so we could use them on our displays in store,” she says. Other favorites include the Eyeshadow Primer Potion, All Nighter Setting Spray, Perversion Mascara, and 24/7 Eyeliner Pencils.įun fact: Zomnir made all of the brand's initial samples in her Laguna Beach bungalow. Most popular product: Urban Decay is most famous for its Naked collection, which now includes 12 eyeshadow palettes. Urban Decay is about empowerment, acceptance, and edginess in its line of cruelty-free, high-performance products. Founded: Wende Zomnir, Sandy Lerner, and David Soward, 1995īest known for: Making a statement for both bold makeup and a forward-thinking mission.
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