A Brand Origin Story: Urban Decay's History

[@gotmail34]

I had to analyze the case in law school between the two founders, very fascinating

[@daisycate]

Tracy, did you decide that UD was co-founded or not, legally?

[@gotmail34]

Maria Bull we just had to analyze the actual case and it was found that there was a partnership and a breach of contract here’s the case if you want to read it 🙂caselaw.findlaw.com/ca-court-of-appeal/1462722.html

[@shadowsmoked88]

I read a few Law school papers related to the case as well! I saw it came up as an example in a lot of scenarios.

[@daisycate]

Tracy, thank you so much!

[@TipTheScales27]

They did Pat so dirty 😒 I’m glad she won

[@Ebichuchu]

9:48 girl did you think I didn’t catch that “No Doubt” pun? 🤨

[@shadowsmoked88]

I was hoping someone would catch that, haha

[@prettyacct]

I remember when Hard Candy was sold in Nordstrom. I always wondered how they ended in Walmart.

[@peony70]

Interesting that they started out as an “Edgy” brand, they’re so basic. I always thought the name “Urban Decay” didn’t really suit their Naked pallets and setting spray they’re known for. I think people that are looking for unique products turn more and more to Indy brands. Great video, really interesting!

[@shadowsmoked88]

I agree! Thank you!

[@salyx]

Damn, this brought back memories! My aunt bought me a bottle of UD nail polish in 1996 for my 16th birthday. I thought it was the coolest thing ever because I couldn't afford any of their stuff - I just drooled on their mail order slips in magazines. The old interesting UD is definitely gone, but thank goodness for small innovative indies!

[@shadowsmoked88]

Indie brands have definitely taken over the innovative side of makeup releases, imo

[@mw6346]

My issue with UD is makeup has come so far since UD started. I feel like their formula hasn't kept up with those advancements. Their formula was great in the late 90s early 00s but now it is mediocre. For the price point I expect high performance formulas. I loved UD back in the day but I don't own a single UD product right now.

[@AnnettesMakeupCorner]

This was so interesting, I had no idea about the story of the brand!

[@alyssaemiko]

On the one hand, I wish Hard Candy was the brand that they chose to spotlight… on the other hand, neither brand is recognizable now so Idk if it even matters. One note, I used to be a huge No Doubt fan in elementary school, and I do remember her mentioning the color Gash in a couple of interviews.

[@sc1592]

I feel like “edgy” in the 90s was trendy, with the whole alt music movement, but it’s not trendy anymore. It’s more so dirty. I feel like if they leaned into something that was “edgy” now, like more textures and more boho, they’d be more in line with the spirit of themselves from the 90s. think the stoned palette is a move in the right direction for them.

[@k.huelle]

This was amazing! Such a crazy origin story, poor Patricia. You did such a great job presenting this. I could totally see you giving lectures. I really doubt UD can reclaim their edgy title.

[@MonicaAdrianna]

This was absolutely fascinating! I never got into makeup until like 2015- and I would love a series exploring brand histories! Personally I would love for a return to the grungy aesthetic, but realistically being owned by Loreal and coming out with a million Naked knock off palettes, I don't think it's going to happen. For that kind of aesthetic I now look to Lunatick Cosmetic Labs and Melt Cosmetics xo

[@shadowsmoked88]

Melt is a brand I worry about going conventional. I feel like they already shifted a bit when they started being sold in Sephora. Once they inevitably sell to a big parent company it's going to be UD 2.0

[@christamann2050]

Gash & Gangrene polish in the late 90’s were my favorite. I still have the bottles but they are long gone. I would buy them if they still sold them. I loved this video and would watch another!!

[@salyx]

if you want polish like them, check out MPZ Cosmetics (formerly My Pretty Zombie). The colors are awesome, last well, and are even in the same style bottle as the old UD.

[@shadowsmoked88]

Thank you for the info! The brand sounds great.

[@karacoconutag]

I gotta say... Gwen Stefani's Urban Decay palette is one of my favorite palettes of all time. I'm hitting pan on most of the shades and it's bittersweet.

[@beautyextravert]

This is awesome. Ugh, memories. I had all those first nail polishes! And Revlon Street Wear ... I loved that line! ❤️

[@BunScholar]

I remember when Urban Decay was nail polish sold in Hot Topic. I got into makeup later and was surprised when I saw them in Sephora in the 00s. At that time their whole schtick seemed so dated and 90s, but everyone loved their primer potion.

[@sisuka6505]

OMG I remember the Revlon Street Wear nail polishes, which were probably the first nail polishes I owned. I was also really into Garbage, No Doubt (I saw what you did there) and Hole.

[@Akasha6915]

Same. I wonder if I still have a bottle hidden somewhere

[@rhiannonmcnamara4321]

Urban decay sparked my obsession & love of eyeshadow... but not for the same reason as most. I’m going back 17 years, in my local drug store seeing a lil pop of single eyeshadow called “mildew” by a company called urban decay, in a lil edgy tin compact and I was hooked 🤩

[@shadowsmoked88]

You found UD in the drugstore?? What drugstore was that?

[@rhiannonmcnamara4321]

Elle S boots in the U.K. in the late 90’s 🤩

[@elainebines6803]

Urban decay have had their day imo. Calling the latest palettes 'naked ' when there us nothing naked about the shades, to me is just clutching at straws

[@brianaschino4903]

Could you do a video on Avon? I know some of their origins anhad grown up using my moms stuff from them

[@shadowsmoked88]

Definitely!

[@gailbook70]

Excellent suggestion. I love my Avon lipsticks.

[@rachelsherr6581]

love this concept! I have to say though, knowing UD was conceived by ex Cisco execs makes me even less interested in their products, and this is coming from someone who has never bought a single thing from the brand. I’m on the younger side, and got into makeup relatively recently, so never experienced the “edgy” heyday of UD. However, English equestrianism and Silicon Valley are much more “Suburban Expansion” (as someone commented would be a more apt name for the brand nowadays on HLP’s most recent video) than UD. Perhaps they never had any edge to begin with?

[@daisycate]

Suburban Expansion, amazing.

[@shadowsmoked88]

Suburban Expansion is hilarious and entirely too accurate!

[@aimeeauguste6204]

This video is brilliant! I hope you continue with this series! I’d love to know more about brands like guerlain and la mer!

[@venetiabaker9861]

I love your research videos, I miss the edgy and innovative Urban Decay. I understand the nature of business, however just a couple of edgier releases per year, with better quality shadows would be great. Thanks for this fascinating bio, a series would be fabulous!

[@shadowsmoked88]

Thank you! I agree. Social media has caused this constant "more, more, more!" and it's too much! I like how much time was spent on releases in the past.

[@prettyacct]

It would be good to see some of the original cosmetic companies, Max Factor, Loreal, Maybelline, Estee Lauder.

[@shadowsmoked88]

Yes! I had done some Max Factor research in the past but want to do a full story. And I'm looking into Bourjois- one of the oldest brands still producing product.

[@ivvie1452]

Suggestion! Whenever you talk about a brand, do a GRWM using only that brand's products if you own them and then record the actual video. Would a fun theme and a great way to rotate through a lot of makeup

[@shadowsmoked88]

That is a fantastic idea!! I don't have enough products for a full face from any brand, unfortunately. But maybe sometime in the future!

[@ivvie1452]

@@shadowsmoked88 it doesn't have to be a full face, ofc u can pull in other brands. Making sure u get a full face of each brand is a waste money and space. You can still revisit and get an overview of the products u already have from a brand. Maybe one is mostly eye product while another will be mostly base

[@auburnstar27]

Actually this was very interesting, you covered so much in so little time. I would like a series like this because there are so many brand that are still riding on the original beginnings that are no where near the quality they were known for. I would like to see the Philosophy brand covered. I use to love the brand but the quality has sunk & since their buyout have moved so far from the brand's original purpose. I use to love their shower gels with all the choices, the scents were amazing now the focus is on overpriced skin care. They had a couple products I really liked but revamped them to over scented formulas that caused rashes & my eyes to puff & tear. This series could be never ending with all the buyouts, Smashbox also comes to minds.

[@michadawn234]

OMG, I loved Philosophy shower gel and lotion called Ethereal. It was phenomenal. My husband and daughter loved how it would scent my bathroom, bedroom and my robe. I didn’t need perfume and people would stop me ALL the time to ask what I was wearing. Then it was sold to Coty. It went downhill quickly. The formulas changed. What is almost as disappointing as the loss of my beautiful products that not only smelled amazing but left my skin feeling glorious is the fact that “they” deny that the formulas have changed. I am so happy to see your comment. It is strange I honestly do morn the loss of that particular product. I wish I had bought backups. I used to love the jumbo sizes on QVC the formulas had already changed at that point but the scent was still available and it did smell so gorgeous. That scent was a total and complete mood for me. I had an emotional attachment to it. My daughter hasn’t smelled it in years and years and I guarantee if she were to get a whiff of it now she would remember. Rant over.

[@auburnstar27]

@@michadawn234 They say smell is tied to so many things, it can take us back to a memory forgotten or a person we lost. For years I have liked to bake & 1 of my favorite things is anise cookies. My gram always made amazing cutouts for Christmas every year & we all loved them! After many failed attempts from trying numerous recipes I finally asked her for the recipe because I never could get that flavor right. I tried anise extract, seeds & flavor to no avail, they always tasted too light. Well the secret was anise oil which at the time you could only get at the pharmacy. I went and bought a couple dram bottles & thought how could there be much flavor in a tiny bottle? I opened it & it was so amazing I could smell Christmas, love & joy! There are times when I may be having a rough day & open my big bottle & it lifts my spirit. Yes I order from LorAnn Oils which has larger bottles. lol Anyway it may be a family thing or a female thing because from what I read women seem to favor it for mood lifting. Another line I would like discussed would be Bath & Body Works which has managed to destroy any scent I have ever enjoyed. Who had the idea to add sandalwood or floral notes to everything? I use to love Mango Mandarin, Cucumber Melon & the best of all Vanilla Bean Noel. Each year the scent lessened & the formula went from smoothing to sticky. The scent smelled like something went bad in it, the one year it smelled like pork rinds once it dried. Just bizarre.

[@michadawn234]

@@auburnstar27 oh my I enjoyed your comment so much. Yes on BBW! They have been successful at making everything smell basically the same. I love Juniper Breeze and Water Lily and Ivy. I don’t even like going in there anymore. Not everyone wants sweet bakery scents. They have their place for sure and are obviously popular but my goodness. Yes, those oils that come from the pharmacy are amazing. My Mom maw kept clove and sweet oil. Scents are powerful.

[@Soleils]

These are my fave Elle videos! I really liked Revlon Streetwear adds and the Bonne Belle makeup....and Natalie Imbruglia hair and clothes in the music Video Torn. There are a lot of things from the 90's that I love

[@shadowsmoked88]

Me too! I was so influenced by those Bonne Bell ads in the 90s/early 00s

[@Goldie9899]

Hannah first brought me to your channel yesterday or today 😂...it’s been a rough week!! But I’ve been now binge watching your brand videos and will definitely be watching the other non-related brand ones!! Happy I found you!!

[@ericajaye666]

I remember purchasing urban decay and hard candy in nordstorm in the 90s. So crazy to hear the stories. Urban Decay isn't the edgiest now; there's so many cool indie brands. But I still have a soft spot for them and they do have a few star products.

[@emilyj9034]

I’d love to know which of their original colors are still being used today like smog and oil slick.

[@susanstetson3435]

So excited to find out what older brands you’re researching now. I love history and really enjoyed this video. So many brands have interesting histories.

[@KCallia]

This is a great video and I would love to listen about other brands' origin story. You seem really happy for this idea as a series!

[@janelles5444]

So, it's interesting that in the early 2000's the colorful shades were tacky and unwearable so they went neutral. Now, the trend is colorful again, people are asking for more color, UD is (kind of) responding with more colorful palettes, but it's not nearly as much of a hit. That's actually really fascinating to me. If I were UD, I'd be really confused and frustrated. I'd actually like to see a video of what you want to see from UD. You ask us "can they ever get back there?" What do you think it will take for them to get there? What products do they need to launch? Which colors? I think your predictions/thoughts would be spot on actually. I LOVE these little videos, so if you love making them and have the time, I'll definitely keep watching. Thanks for your time on these! Brands I want to see next? Hmmm...I'd really be interested in BareMinerals or Buxom actually, Too Faced of course, Tarte? Clinique might be fun. Really just all the brands!

[@MiaRBeauty]

i feel i got into makeup just as the urban decay was dying down...i got the urban decay 1 & 3 YEARS after everyone on youtube loved them because a lot of foreign brands hadn't been available until relatively recently in my country. and i was kind of...underwhelmed? to me they never lived up to the love and hype and I think it's because I tried them when we already had other alternatives, as opposed to when they truly were the forerunners of the industry

[@bekahnavarro]

I had so many nail polishes from Revlon's Street Wear. They were really good. (I've only kept a few for the sake of nostalgia.) You could get fun colored nail polish at just about every clothing store in the 90s.

[@skylilly1]

I liked edgy UD, but you can't rely on it forever. I like a mish mosh of edgy and neutral and fun. I like their eye pencil color variety, but they bother my eyes, can't wear them. Would love to see them change that formula. They also need to seriously revamp their lipstick line. I didn't know Loreal was the owner. Really enjoyed the video, good job! Yes, do more of these.

[@shadowsmoked88]

Thank you! I agree about their lipsticks. They've changed them a few times, but they still need work.

[@FloatingSpark]

This video was awesome, thanks for the history lesson! It's so sad the shady things companies do on a regular basis, then tell themselves "it's just business" to try to appease their conscience. I would definitely watch more videos in this series if you make them, I'm super fascinated by the history of makeup. I REALLY want to get Lisa Eldridge's book on the subject, Face Paint, have you ever seen her collection of vintage makeup?? It's unreal!!

[@shadowsmoked88]

Face Paint is a fantastic book I HIGHLY recommend! Most libraries have it as well, if you're able to access one. I am so envious of her collection. All of her Biba stuff? ahh

[@kristinwhitney999]

This was so interesting. You did some great research about the brand. I love hearing about the history of cosmetic and fashion brands. I would love it if Urban Decay went back to their edgy roots in a modern and innovative way, but I doubt they would. I think that would take them too far away from what their current customer base wants.

[@ems_h.eartnotes]

Wow, I remember that Chanel polish. I was 14 in 1995 and it was in every magazine!!!

[@Rforsch1]

Loved the video! How about Mac or Too Faced next?

[@shadowsmoked88]

Too Faced was basically a response to Urban Decay, haha. And the reason why matte eyeshadow with glitter exists.

[@mymakeupnonsense]

This was so fascinating! I would love to see more of these! I kinda liked their old school edgy vibe. Too bad they don’t often make innovative grungy color stories.

[@shadowsmoked88]

I would love to see a true to the 90s grunge-y collection from them again!

[@sammynella73]

I was 23 when Urban Decay launched. I miss the cutting edge out of the box makeup that they released in the early years. That being said, I’m still a UD girl. Hope they go back to their roots with colors and textures. It would be fun to revisit that.

[@shadowsmoked88]

I really want to see UD do something revolutionary again! I have faith

[@Goldie9899]

I do think it would be great if they would go back more to their roots!! I have tried to buy some of their first launched polishes and they’re either crazy expensive or impossible to find!! If they could somehow still keep their naked palettes and more “wearable” everyday products, but bring back or create more edgy, unique, different products/shades/formulas, etc that would be awesome!! I worked for Revlon doing product development from 2005-2008 and played a big part in developing their “trend” products they came out with in 2007 or 2008...I’m honestly so exhausted and brain dead right now from this past week and today alone with my 4 year old lol...so I can’t remember the exact year it came out. But if you remember it, some of the products were these liquid lash jewels, a sugar lip topcoat, molten metal eyeshadows, etc and it was something so unique for Revlon at the time and for the mass market/drugstore to release...bc they only had the same boring, bland type of products available. You are 100% right by saying that it will be hard for UD to bring back their roots if they want to go that route, because of their parent company. I hope they do though!! I would love to see you do a history of Nars cosmetics...I interned for them when I was in college and do love the brand, but don’t know a lot about it’s history. I did meet the owner once and have some knowledge from my time there, but would love to hear the full story. Also it would be amazing to learn about brands like MAC and Hard Candy. I say hard candy bc I know how the brand started, but I would love to hear the full story and find out how they went from being such a trendy, higher end brand to now...a mass market one!!

[@Akasha6915]

Watching a bit late but I do like these videos. I came into my teenage years late 90's and Urban Decay was such the it brand. Like the bright colors and eyeliner was such a huge thing, and my broke self coveted them soo much. When I could finally start affording UD, was a big deal. The Naked line while basic, they could easily redo looks with the grunge aesthetic. Would love to see some coverage on something like Stargazer or Manic Panic, especially Manic Panic who helped create the alt foundation UD and even MAC came up on later.

[@TipTheScales27]

Wow those promotional photos were so iconic! I don’t think anyone can be edgy forever, let alone a whole brand. I still love UD (even if their violet palette was a major letdown). The 90s and all of it’s grunge will always be my favorite era, so maybe that’s why I have a soft spot for them lol

[@irisl7817]

This was such an amazing video! Fascinating to hear the history of Urban Decay. I'm not sure if it's possible for them to be as edgy as they were in the 90s. Edgy would be a different thing now, I think. They would need to explore that. If they even would...

[@shadowsmoked88]

I agree! I think they would risk alienating all the "Naked" fans so they probably wouldn't at this point.

[@katherine4164]

This video was so fascinating! So much information I had no clue about the brand. Definitely love this type of video ❤️ It will be interesting to see where the brand goes from here.

[@shadowsmoked88]

Thank you! I agree! I'm always curious about UD releases.

[@luckigrl164]

I had no idea this was their history, it’s like things I didn’t know I needed to know but am so happy to have been educated! Thanks 😊 please do more, I enjoy listening so very much

[@shadowsmoked88]

Glad you enjoyed!

[@mariam.a.]

Absolutely loved this video! I was a huge UD fan circa 2014-2017 and have enjoyed a lot of their products over the years. However, the last 2 years they kinda feel like that chic who is trying to be trendy and keep up but instead feels dated and sad. I hope they find their mojo back. It was very interesting to hear their origin story.

[@shadowsmoked88]

Yes! I get the same vibe from them.

[@johannafischer7536]

I really love these history of videos you do! ❤️

[@shadowsmoked88]

Thank you so much!

[@decembrya]

Yes, pleaase make this a series, this was super interesting

[@destinyfrost8975]

This was very interesting i love how much research you did and made this all very palpable and easy to digest (especially for people like me lol) p.s: makeup n hair is lookin good! ^·^

[@shadowsmoked88]

Thank you!

[@katiej8295]

This is such a great video! You do this so well. I love super pretty pink make up so Urban Decay often hasn't been my thing. Even now. I didn't really know much of their history at all. I loved learning all about it here. I got all nostalgic thinking of what it must have been to launch with Shirley Manson as this iconic IT girl. Amazing work, as always x

[@tishgaffney8953]

I had several of their original nail polishes, single shadows, and lipsticks back in the 90s. I loved them. Their modern stuff is so boring and is exactly what they didn’t want to be back in the beginning

[@amethystoak9984]

This was such a cool video!!! I haven’t tried anything from Urban Decay yet (saving up to get my first palette) and hadn’t heard of them until around 2013ish, so I don’t really have an opinion how they’ve changed from their original style. Despite all of that, this was FASCINATING. I enjoyed it so much! I cannot wait to see more videos like this!

[@stampinprn]

Love these kinds of videos. I find makeup history fascinating.

[@Foxijt]

I hope you make this a series! I found you through your most recent collaboration and I am enjoying your content!

[@shadowsmoked88]

Thank you! I plan on keeping it going as long as I can!

[@livia3429]

I’ve been dying to see a video on the history of makeup brands! Thank you sm for this

[@shadowsmoked88]

Thank you for watching!

[@RedHeadTea]

Had no idea about the origin of UD. This is a great concept, I'd like to see more. I'm sure everyone knows about Lime Crime but I would argue Venus was the first warm neutrals/burnt oranges, not Modern R from ABH. I remember wanting that palette but we were all boycotting LC. Sugarpill's story might be interesting, I guess. Buttercup and Flamepoint, Love+ and the purple (was it Acidberry?) quad was my prized possession. Those were some happy days...

[@shadowsmoked88]

Lime Crime did a lot of things first! The Venus palettes are definitely examples of that. And their matte liquid lipsticks!

[@puppyeyes9291]

What if you did this series while you are putting on makeup? Like bailey sarian does. It might be difficult to do actually. I dunno just thought

[@jeanninel.7575]

I worked at a Nordstrom cosmetic counter when Urban Decay came in. They were at the bay right next to where I worked. It was fun and exciting and the marketplace was ripe for something new. I really like how they have evolved. I think they still have a bit of an edge, but the looks are so much more flattering and formulations are great. I like my cosmetics to make me look better and some of the edgy products out there just don't look good on most people. I keep the real edginess for clothing, shoes, accessories.

[@shadowsmoked88]

Thank you for your perspective!

[@TraiDay1]

I just started the video, so I cant speak for the content yet (although, I found you 2 weeks ago and I am OBSESSED qith your videos) but your makeup looks AMAZING in this video. Especially the Blush color and placement. I am in LOVE!!!

[@shadowsmoked88]

Thank you!

[@JustSheilz]

I had to watch this NOW! I had no idea that this was their history. Thank you so much for sharing!

[@EnglishProfStyle]

The Janeite in me started screaming, Chawton House! Chawton House!!! I miss their book of shadows. There were some great palettes back in the day. Now I wait to buy anything from them because I know they'll go on sale.

[@kristinlison757]

First, Elle, the makeup detective and makeup history videos are my favorites of yours! You are so good at this! Your research skills are to notch and you have a great presentation style. And, wow, did this bring me back! I was in college when Chanel Vamp came out (I bought the lipstick) and still remember buying my first Urban Decay nail polish shortly after that. It was the army green color and I was so excited, nothing like that was available from anyone else. Thank you for the trip down memory lane!

[@shadowsmoked88]

Thank you so much! Vamp is such an iconic colour. Almost a little surprising that it came from Chanel!

[@rachelp.4182]

I’d like to see a video more focused around hard candy!!

[@shadowsmoked88]

Coming soon!

[@sophiegolden]

Yes I knew it s was L Oreal because a friend is working there, so I can have the naked palettes 50% or less, I didn't buy the 1st one but the second, and I have some of them. It s my favorite palette for traveling... Thanks for the story, I would like to know the stories of lime crime and Colorpop... Stay safe!

[@geekyowl]

Love this type of video, especially that this one is on Urban Decay as I am right in the middle of my own Urban Decay project about their palettes for my Instagram.

[@shadowsmoked88]

Oh that sounds awesome!

[@RachelJayne92]

They should release a line of cream products like bronzer, blush, highlighter, and call them ‘war paint’. The marketing could be people with it smeared on their face (where you would use it, obvs).

[@theempressizjewelz]

War paint? Too much appropriation right now. But hahahaha.

[@gailbook70]

You look fabulous! I luv your makeup. Fascinating information. I stopped wearing makeup back around 1990/1991. I did not return to makeup until 2015. I missed the whole makeup revolution and all these changes in the cosmetic world. I love Urban Decay. My first UD palette was the Naked Heat. My second palette was the Original Naked because it was being discontinued. No regrets. I was able to get a hold of the Smoky palette. Smoky is a fabulous palette that I enjoy using. Honey is another palette that I have fun using. If pink was what they were rebelling from then why create the Naked 3 palette with all those rosey shades? Edgy rears its head here and there/far and few in between products. That theme should have remained even when acquired by L' Oreal. It is a shame. So many other brands come in and fill that void. Look at Melt cosmetics. I feel they are carrying that torch - the edgy torch.

[@shadowsmoked88]

Naked Heat is my favourite of the Naked palettes! Naked 3 was really special, imo. And combined the pinks and greys. But yeah, imagine that palette with the "Does pink make you puke?" tagline!

[@bethpetersen3449]

I had no idea about Urban Decay’s history, this video was super interesting!

[@shadowsmoked88]

I'm so glad!

[@anaerobic]

This is FANTASTIC!! Bravo, Elle!

[@shadowsmoked88]

Thank you!

[@marcienuber]

You look beautiful in this video! Also, love your research videos....you seem so calm and confident doing them! Definitely do more please!

[@shadowsmoked88]

Thank you! Will do!

[@acarlisi590]

Yes!!! Please do more like these! I love learning how these companies came to be. You do such good work and your makeup is flawless!! Love your channel.

[@shadowsmoked88]

Thank you so much!!

[@Violetfrays]

Loved this! Yes yes to more histories / deep research vids.

[@shadowsmoked88]

You got it!

[@marcluvsmakeup7129]

Funny what they started as, but for me they are all about the setting spray!

[@siobhandetwiler4869]

I really like this style of video! Deep dives into different brands history is great content 😊 very interesting!

[@shadowsmoked88]

Glad you enjoyed!

[@imyourhappydrug]

I was never into the 2edgy4u' vibe UD had but I can't deny that some of their most popular products are in my all time faves list like their primer potion, All Nighter and Naked 1 which before it started to dry out had my favourite eyeshadow formula of all time. Naked 2 just doesn't compare, there is so much kickup! I think UD should try something new, maybe cream and liquid products that are natural looking in application but a combo of neutral and fun colours.

[@shadowsmoked88]

Mine too! The primer potion and the All Nighter are staples for me. Their colour correctors? Fantastic. I've been wanting unusual cream blushes and highlighters, and it would be so cool to see an UD collection like that.

[@OO-fm3sw]

This is so awesome! I love that you let us get a peek into your wonderful brain 🧠🤗

[@shadowsmoked88]

Thank you 🤗

[@bmeeseeks2881]

Very interesting. I like to hear about brand beginnings!!! XO from Canada!!

[@shadowsmoked88]

XO from a fellow Canadian!

[@decembrya]

This was super interesting! Great research 😊

[@sparklymcsparkle]

I really enjoyed this and you did a really great job - certainly more of these histories would be welcome

[@shadowsmoked88]

Thank you!

[@londonfalling77]

Omg I'm totally interested in a research series!!!

[@shadowsmoked88]

Thank you!

[@puppyeyes9291]

I love this series

[@daisycate]

Wow, fascinating, Elle, not at ALL what I was expecting, and the rivalry is sort of sad, but what an incredible story! Thank you! I look forward to more!

[@emmkej9096]

As a designer I always thought UD's branding and concept was brilliant. Their products and promo's were definitely reflecting that at some point. Sadly they fallen off that track. Too bad cause grunge is still many people's style and music choice. And besides there aren't many other mainstream brands or any at all with that style and target audience. 😕 Glad Patricia fought for her rights. Sandy just ended up looking money hungry, wanting to be the sole owner but with only goal of selling a company later. It seems like there was no passion in artistry and makeup there, only interest in profit.

[@jessicao8517]

What a cool idea for a video! So so interesting to see how marketing and trends and whatever else shapes brands. Please oh please do more of these if you are so inclined. 😎♥️🇨🇦

[@shadowsmoked88]

You got it!

[@jessicao8517]

@@shadowsmoked88 HOORAY...

[@d.g.7737]

I still remember their old tagline "We don't do animal testing. How could anyone?" and the backlash they got once they announced they wanted to sell to China--which would require them to do animal testing. That line used to be printed in all of their packaging.

[@elainechiou]

I’ve been following your research content Elle, I love it, thanks for sharing!

[@shadowsmoked88]

Thank you!

[@SofieFieJohansson]

This is so interesting! Looking foward to more brand history

[@shadowsmoked88]

Thank you!

[@SofieFieJohansson]

@@shadowsmoked88 I see you reply to comments a lot, thats really nice of you not many put in the effort you do

[@amarachiduru7554]

I love how well researched your videos are!

[@shadowsmoked88]

Thank you!

[@LisaDia14]

The UD history is so interesting! Definitely do this with other brands, you excel at research!

[@shadowsmoked88]

Thank you!

[@KaelaPMcGee]

This was super interesting! I hope you'll do more videos like this

[@shadowsmoked88]

Thank you! Will do!

[@sher3196]

Love this, Elle! Beautifully researched, and it was a fun walk down memory lane. I loved UD early on, but they don't hold luster for me anymore. Makes me a little sad. I had an awesome collection of lip gunks! Miss those.

[@AraceliGarcia-hk8hh]

Love this series!

[@serena3401]

I enjoy this series. Keep it up Elle.

[@shadowsmoked88]

Yay, thank you!

[@dainapolchow4177]

Very well done! Very well explained and you kept it interesting. Elle you are wonderful at presenting information. And well spoken I might add. I hope you keep up with these makeup research videos (like this origins story or the trademark ones). Also your makeup is lovely as always. Even my husband was impressed by how beautiful your look with the hair and makeup is. As for UD...well I hope they go toward edgy again. I feel like they were the trend setters a while back, but now they follow the trend (including their own trends). With so many makeup companies and each one trying to be the new hot thing, I don’t know what UD could do to get that edge back. maybe once the grunge aesthetic comes back they can do it again. But...I’m not sure.

[@shadowsmoked88]

Thank you so much! I love doing stuff like this.

[@joannievh2071]

This was a fantastic video! I love those research-based videos of yours. You must be truly competent at your job and I wish I could have worked with you- profesionnally. I was sorry to hear that UD history is splashed with a bit of scandal. I always feel like betrayal is part of the industry and your video has showed that with this brand... I don't think Urban Decay can regain the edge that they had back in the 90s because they became a mainstream brand. I do feel like they became a double-edged brand- a part with their edgy history and the other-Naked palette side. When they have a new launch coming out, I always wonder on which side it'll land. I wish they did something along the lines of their latest "Alice in Wonderland" collection soon.

[@shadowsmoked88]

Thank you so much! That is such a nice thing for you to say. I think they could do such a great job partnering with films that match their aesthetic. Their Alice in Wonderland collabs and even the Pulp Fiction collection are good examples of that. They could partner (if possible) with other 90s alt girls and find that bridge between then and now!

[@micaela6915]

This was a very interesting video, also love the makeup look very cool

[@shadowsmoked88]

Thank you so much!!

[@MsAlyssaJM]

Such an interesting backstory

[@billy-rose1274]

I love the videos you've been posting lately! So interesting and really unique, I can really tell that you've done a lot of work and research!

[@shadowsmoked88]

Thank you so much!