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Urban Decay founder Wende Zomnir believes “makeup is not about covering your flaws, but showing the world who you are.” Urban Decay was founded in California with one goal: reinvent the makeup world with a range of cruelty-free, high-performance makeup. Reinvention over perfection. Inspiration without replication. Kindness over cruelty. Unsubscribe from beauty telling you to be pretty. Be whatever you want to be. Pretty Different! 100% Cruelty-Free: It’s a no-brainer. They’ve never tested on animals, and they never will—how could anyone do that to our furry friends? High-Performance Makeup: Their innovative longwear formulas are designed to go all day and last all night. Discover the range at Urban Decay today.