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Urban Decay revolutionized the cosmetics industry almost 20 years ago when its founders realized that not everyone was interested in makeup in the same old shades of pink, beige and red that dominated the market. Recognizing the demand for chic, urban shades not found in the upscale brands, founders Sandy Lerner, Wende Zomnir and David Soward developed new color formulations which they dubbed with exotic names like Smog, Oil Slick and Acid Rain. An instant hit with makeup addicts and professional artists, the brand has expanded exponentially from its original line of ten lipsticks and twelve nail polishes. The Urban Decay product line includes hundreds of award-winning items for the eyes, lips, face and nails, designed to let women express their individual style. Here you will find the best eyeliners, smudge-proof mascaras and makeup setting sprays, as well as the eternally popular Naked line of foundations, concealers, eyeshadows and powders.