Latest news with #UrbanDecay
Yahoo
5 hours ago
- Entertainment
- Yahoo
Urban Decay Taps Viral Horror Star M3gan for New Product Partnership
Watch out; there's a killer Urban Decay partnership on the loose. Ahead of the highly anticipated release of 'M3gan 2.0' on Friday, the affordable makeup brand launched a chilling collaboration with Universal Pictures and the film's beloved, blond-haired murderess: M3gan. The AI doll, who went viral back in 2023 when the original movie dropped, was tapped to promote Urban Decay's All Nighter Setting Spray, a smudge-proof and transfer-resistant formula that locks in makeup for up to 16 hours. More from WWD Nike Is Bringing Back Its 'Stranger Things' Collaboration for the Release of the Fifth & Final Season Billie Partners With Charli XCX-beloved Accessories Company Ian Charms to Release Bush Positive Swimwear Lana Del Rey Channels Retro Glam with '60s-inspired BumpIt Hairstyle at Her Concert in Wales 'We're thrilled to be partnering with Universal Pictures on 'M3gan 2.0.' The unique and unapologetic nature of M3gan aligns perfectly with Urban Decay's DNA, and we're excited to bring this collaboration to life in a way that showcases our iconic products — designed for you to stay flawless, no matter what chaos unfolds,' said Fernando Febres, head of U.S. marketing for Urban Decay. In a 30-second clip on YouTube, M3gan is seen sitting calmly on set, with her demonic blue eyes and innocent voice. 'Being me isn't easy. Not only do I have to save the world, I have to look this good doing it. Thankfully, I have my Urban Decay Setting Spray for a look that stays and slays,' the doll says. This partnership will include an in-person activation on Wednesday in Los Angeles, influencer partnerships and exclusive Urban Decay glam for actress Jenna Davis at the film premiere. 'M3gan 2.0' is the second installment in the sci-fi film series, which will see the doll reawaken to kill for good this time as a villainous weapon called Amelia threatens the future of the human race. Launched in 1996, Urban Decay was designed to be a mechanism for self-expression, with the punk and Gothic customer in mind. No surprise, the beauty brand's heyday was the 2010s, bolstered by the launch of its auspicious Naked Palette collection, which amassed over $1 billion in sales until it was discontinued in 2018. A little over a year ago, Urban Decay re-released the original Naked eye shadow palette, comprised of shimmery earth tones and misty gray hues. Urban Decay also joined forces with WNBA star Cameron Brink in 2024 for a multiyear partnership. As the official sponsor of the Los Angeles Sparks, Brink's team's partnership wasn't a total surprise. 'Partnering with Urban Decay is incredibly important to me because it represents more than just beauty — it's about investing in authenticity,' Brink said in a statement. 'Their commitment to individuality and originality aligns perfectly with my values, inspiring consumers to embrace their uniqueness.' Best of WWD ColourPop x Lilo & Stitch Collaborate on Mischievous Island Adventures Collection in New Campaign [PHOTOS] Lunar New Year Collections to Know: Details on Fashion, Jewelry and More Brands Embracing the Year of the Snake Valentine's Day Collections to Know: Details on Fashion, Makeup, Jewelry and More Brands Giving Products a Touch of Love, Live Updates
Yahoo
4 days ago
- Entertainment
- Yahoo
Urban Decay Taps Viral Horror Star M3gan for New Product Partnership
Watch out; there's a killer Urban Decay partnership on the loose. Ahead of the highly anticipated release of 'M3gan 2.0' on Friday, the affordable makeup brand launched a chilling collaboration with Universal Pictures and the film's beloved, blond-haired murderess: M3gan. The AI doll, who went viral back in 2023 when the original movie dropped, was tapped to promote Urban Decay's All Nighter Setting Spray, a smudge-proof and transfer-resistant formula that locks in makeup for up to 16 hours. More from WWD Billie Partners With Charli XCX-beloved Accessories Company Ian Charms to Release Bush Positive Swimwear Lana Del Rey Channels Retro Glam with '60s-inspired BumpIt Hairstyle at Her Concert in Wales All the Beauty Retail Expansions of 2025 'We're thrilled to be partnering with Universal Pictures on 'M3gan 2.0.' The unique and unapologetic nature of M3gan aligns perfectly with Urban Decay's DNA, and we're excited to bring this collaboration to life in a way that showcases our iconic products — designed for you to stay flawless, no matter what chaos unfolds,' said Fernando Febres, head of U.S. marketing for Urban Decay. In a 30-second clip on YouTube, M3gan is seen sitting calmly on set, with her demonic blue eyes and innocent voice. 'Being me isn't easy. Not only do I have to save the world, I have to look this good doing it. Thankfully, I have my Urban Decay Setting Spray for a look that stays and slays,' the doll says. This partnership will include an in-person activation on Wednesday in Los Angeles, influencer partnerships and exclusive Urban Decay glam for actress Jenna Davis at the film premiere. 'M3gan 2.0' is the second installment in the sci-fi film series, which will see the doll reawaken to kill for good this time as a villainous weapon called Amelia threatens the future of the human race. Launched in 1996, Urban Decay was designed to be a mechanism for self-expression, with the punk and Gothic customer in mind. No surprise, the beauty brand's heyday was the 2010s, bolstered by the launch of its auspicious Naked Palette collection, which amassed over $1 billion in sales until it was discontinued in 2018. A little over a year ago, Urban Decay re-released the original Naked eye shadow palette, comprised of shimmery earth tones and misty gray hues. Urban Decay also joined forces with WNBA star Cameron Brink in 2024 for a multiyear partnership. As the official sponsor of the Los Angeles Sparks, Brink's team's partnership wasn't a total surprise. 'Partnering with Urban Decay is incredibly important to me because it represents more than just beauty — it's about investing in authenticity,' Brink said in a statement. 'Their commitment to individuality and originality aligns perfectly with my values, inspiring consumers to embrace their uniqueness.' Best of WWD ColourPop x Lilo & Stitch Collaborate on Mischievous Island Adventures Collection in New Campaign [PHOTOS] Lunar New Year Collections to Know: Details on Fashion, Jewelry and More Brands Embracing the Year of the Snake Valentine's Day Collections to Know: Details on Fashion, Makeup, Jewelry and More Brands Giving Products a Touch of Love, Live Updates
Express Tribune
5 days ago
- Business
- Express Tribune
Amazon bets on luxury cosmetics
Amazon's defence against tariffs for its coming Prime Day? Luxury goods. President Donald Trump's tariffs have spurred some Amazon sellers who source products from China and other heavily tariffed countries to bow out of the company's Prime Day, one of its biggest sales events of the year, to protect their margins. The Seattle-based e-commerce company is hoping that recent sales growth in high-margin cosmetics in its Amazon Premium Beauty category will cushion the impact of tariffs on Prime Day sales revenue and consumer sentiment. "Beauty has become, in the past few years, more of an essential item in consumers' minds," even in hard financial times, said Anna Mayo, vice president of NielsenIQ's Beauty Vertical unit. Amazon Premium Beauty was initially shunned by luxury cosmetic players who feared the platform would harm their image when it was launched in 2013. But those days are gone. Now, the online retailer is promoting products from top beauty and haircare brands including Estee Lauder's Clinique, Olaplex and L'Oreal's Urban Decay. During last year's Prime Day event, US shoppers spent $14.2 billion, up 11 per cent year-over-year, according to Adobe Analytics. Top cosmetics brands can charge high prices and often do not offer steep discounts on Prime Day compared with electronics, apparel and home goods. This year, Adobe Analytics expects beauty product discounts to have "milder" discounts of 10 to 17 per cent, whereas electronics deals are expected to range from 14 to 22 per cent off, said Vivek Pandya, lead analyst at Adobe Digital Insights. That, coupled with the ease of shipping small packages of most products, means that Amazon Premium Beauty merchandise has higher margins than other products sold on Prime Day. Amazon "doesn't make a huge margin in most of the categories of stuff that it sells online," said Renee Parker, co-founder of consultancy firm Invinci and a former Amazon executive. "They are making a lot of money on premium beauty products because (they're) small and expensive, and you can ship a ton of them." Vitamins and supplements are successful for similar reasons. Reuters
The Independent
20-06-2025
- Lifestyle
- The Independent
I've tried Charlotte Tilbury vs Urban Decay setting sprays in a heatwave, here's which is best
For more than a decade, Urban Decay's all nighter setting spray (£23.60, has been a holy grail product that's achieved cult status for its staying power and long wear. Charlotte Tilbury's airbrush flawless setting spray (£32, is newer but equally loved, and claims to set, hydrate and blur. Both setting sprays are staples in my make-up bag, so with the arrival of an early summer heatwave, I've put both to the test to see which can stop my make-up melting away through tube journeys, a day at the office and after-work drinks. Most make-up setting sprays, like these two, work through a polymer dissolved in a solvent. When you spray it on your face, the solvent evaporates, leaving behind a polymer 'film' that locks in make-up and provides some waterproofing. The solvent can also diffuse your make-up slightly to make it look more blended. So far, so similar. Both products are waterproof, and both promise 16-hour make-up insurance. There's so there's nothing left to do but put them in a head-to-head trial in a heatwave. How I tested I often reach for both setting sprays and use them throughout different seasons, so I already had a good sense at how they'd perform. Urban Decay's all nighter has been my go-to setting spray for almost a decade now. I've tried many others, but I always go back to it. It's kept my make-up firmly in place on my oily skin through long-gone university nights out, destination weddings and many a day at the office. If I'm wearing make-up, chances are the last step in my routine will be this setting spray. Charlotte Tilbury's airbrush flawless setting spray is a newer addition to my make-up routine and I love it for adding glow and a boost of hydration. I put both setting sprays to the test in the middle of a June heatwave. I applied my make-up at 7am and didn't reapply throughout the day when I tested them, and I kept a close eye on if my base went patchy, cream blush disappeared, or eye liner smudged.
The Independent
18-06-2025
- Lifestyle
- The Independent
My favourite setting powder is heatwave-proof – and it's 20% off right now
In 2015, there was powder baking, in 2009, there were foundation lips (never, ever again), and in 2025, we finally have a make-up setting middle ground: a powder – loose or pressed – that blots the skin and leaves your make-up looking fresh as the moment it was applied. For me, the crème de la crème in this category is without a doubt Urban Decay's all nighter waterproof powder (£23.20, As temperatures exceed 25C, you'd be hard-pressed to find me without it. If you're familiar with the Urban Decay brand, you'll remember the days of the naked palette (£41.60, and a heavily glammed eyelid supported by a primer potion (£18, base. Nowadays, the brand is best known for its setting sprays and powders, and renowned for its top-tier staying power. Urban Decay strikes a perfect price balance between luxury and budget, making their high-quality products accessible to most make-up enthusiasts. As The Independent 's beauty writer, I can attest to the long-lasting performance of these products. I haven't left the house without my trusty all nighter waterproof powder in more than three years – here's why. How I tested To be completely transparent, I barely needed to test this setting powder; I've been using it every day I've worn make-up for the last three or so years. Just take a look at the state of the pan in the picture above. When applying the powder, I sweep it liberally across the apples of my cheeks, forehead and chin, specifically targeting my oily zones. I've considered how effectively it conceals my oily skin 's shine, how long it lasts before I need a top up and, lastly, the feel of the product (especially after being layered). With the weather being so hot recently, I've had plenty of opportunities to put it through its paces in balmy, sticky conditions. Here's how I got on.
