ELLE Exclusive: Urban Decay Is Launching In India And Here’s What You Must Buy

Urban Decay

When I took my first international trip, the one thing I had on my shopping list, besides chocolates and leather boots, was the Urban Decay Naked eyeshadow palette. The palette had a permanent spot in my kit until I was forced to toss it, years after its expiry date. Now that the brand is finally launching in India, I cannot wait to buy the palette again! The beauty e-commerce giant, Nykaa is bringing the brand to India at Nykaaland which is scheduled to happen in November this year.

Launched in 1995, this iconic cosmetic brand from LA was founded by Wende Zomnir, Sandy Lerner, and David Soward. Urban Decay (UD) was created to champion self-expression and give people a makeup brand that’s inclusive, cruelty-free and offers high-quality products, which was not common during the early nineties. In one of the interviews, Zomnir mentioned to a platform that Urban Decay was born when she suggested putting nail polishes in gender-neutral medicine bottles. Ever since the brand is known to shatter stereotypes in the beauty industry.

The brand is now coming to India with all its top SKUs including All Nighter Setting Spray, Naked Palette 3 and 24/7 Inks Liquid Eyeliner. While you’ll get to experience Urban Decay products at Nykaaland, here’s a simplified list of 5 must-haves from the brand if you are looking for recommendations:

All Nighter Setting Spray

While it may sound problematic, there have been stories from around the world about how people were able to keep their makeup intact through childbirth, accidents, and wild sex with the All Nighter Setting Spray. The product enjoys its cult status in the industry because of its temperature-control property that keeps the makeup in place. If the Indian weather is not the reason enough to buy the spray, pick it up to experience its hype.

Naked Palette

I have my loyalties to this palette; not only was it my first eye palette from an international makeup brand, but it stands true to its claims. Urban Decay is coming to India with Naked 3 palette that’s one of their bestsellers. Trust its versatile rose-hued neutrals and smooth mattes to achieve the perfect golden-hour look, even if there’s no sunset in the background.

Vice Lipstick

These have to possibly be the most comfortable mattes you’ll ever come across. More than that, these are versatile and can be worn even on eyes and cheeks bringing together your look instantly. They stay all day long but are non-drying, and come in the most flattering shades. Here’s a tip, even if you think you have many lipsticks, make sure to pick one of these.

24/7 Inks Liquid Eyeliner

One of the most important reasons for me to put these eyeliners on my list is because of the bold and bright colour range. They glide on smoothly, are smudge-free and perfect for someone who loves to create graphic eye looks. They are designed with a patented precision grip that gives you control while creating a look.

While the brand is launching with many other SKUs, here’s what has the beauty editor’s stamp of approval. On a side note, if you can’t wait and are planning to nudge your friends and relatives to bring Urban Decay products for you from abroad, do try the foundation that comes in 28 shades.

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