Brand
Urban Decay
Selected for the 2026 Hot Brands database based on 2026 beauty editorial / consumer watchlist, current hero-product visibility, and sustained consumer/creator attention.
Urban Decay emerged as an alternative to traditional pink-and-beige cosmetics, building a reputation around edgy color. The Naked palette later became one of the most influential eyeshadow franchises.
History
Urban Decay emerged as an alternative to traditional pink-and-beige cosmetics, building a reputation around edgy color. The Naked palette later became one of the most influential eyeshadow franchises.
Lines
Naked Eyeshadow Palette
Positioning
Makeup — United States