Back in the mid 1990’s, the beauty industry played it safe when it came to colours. Pink, red, and beige dominated, while the only place to find quirkier shades was at the chemist, but with a compromise in quality. Then entered Urban Decay, with lipsticks and nail polishes in directional colours, product names like Acid Rain and Roach, and ad campaigns that queried “Does Pink Make You Puke?”

Celebrating its 20th anniversary this year, the brand’s edgy, innovative attitude remains at it’s core - demonstrated most recently with the highly anticipated launch of Vice, a 100-colour lipstick collection which runs the spectrum of shades from powdery lavender to glittering green.

Lane Crawford takes a look back at how the brand’s journey began with Urban Decay’s co-founder and Chief Creative Officer, Wende Zomnir.