The brand that broke the beauty mold honors its origin by fighting for self-expression, self-obsession and the freedom of self-reinvention
LOS ANGELES, July 30, 2025 /PRNewswire/ -- Born in LA and built on creative rebellion, Urban Decay has always celebrated self-expression over expectation—giving a stage to every beauty rebel, dreamer, and boundary-pusher. In a boring world filled with safe shades of pink, Urban Decay rose to the top by injecting the beauty space with color, innovation, and authentic individuality. Now, the brand is doubling down on its legacy of performance-driven, expressive beauty and is disrupting the status quo with a bold new rally cry: Battle the Bland.
"It's time to shake things up at Urban Decay! Let's be real, personal identity is more filtered than ever. Feeds are starting to blur together with safe makeup and censored beliefs – and this isn't just a beauty problem, it's an individuality crisis. Enter 'Battle the Bland'— the first single off the Urban Decay comeback tour – focused on the radical defense of creativity, championing personal style, and giving everyone the freedom to unleash their main character energy. We'll be focused on bringing anti-bland makeup - whether that's a disruptive nude or extreme glitter - that really champions fluid femininity, while always thinking a little differently. Let's battle the bland!" says Anika Majithia, new Global Head of Urban Decay.
To mark this new era, Urban Decay is partnering with Ariel "Ari" Kytsya, an adult content and TikTok creator who leans into self-expression, agency, and living life on her own terms. The campaign unveils an "anti-bland broadcast" wherein Ariel interrupts your regular programming with a PSA on the dangers of the "bland epidemic," encouraging the general public to bring self-expression back into their everyday life. Ariel shared her perspective by adding, "Most brands tend to hesitate when it comes to collaborating with me because of the kind of content I create. So when Urban Decay reached out, I was genuinely thrilled. Having the chance to work with a team that celebrates—rather than censors—my authenticity feels like a major step forward. I hope it helps shift the conversation around what kinds of creators deserve a seat at the table. Urban Decay understood my approach from the start: being real, raw, and unashamed. This partnership is completely uncensored—no hiding my image, my career, or the community I've built. It's about putting authenticity back at the center stage where it belongs."
Furthering the brand's revolution, Lochie Stonehouse, known for boundary-pushing editorial looks and artistry that commands attention, will join as the brand's new Resident Global Makeup Artist. Having worked with icons of uncensored expression like: Lorde, Billie Eilish and Troye Sivan, Lochie will bring a disruptive eye to Urban Decay, aiding in re-establishing its point of view, leading campaign looks as well as reimagining product education with a performer's mindset. "Urban Decay's mission is simple: bring back makeup that performs—products that last, shades that speak, and finishes that do the most. Every formula is crafted with extreme longwear, advanced shade stories, and multi-dimensional texture at its core, empowering everyone to be the main character in their everyday lives. I couldn't be more ecstatic to take part in Urban Decay's next evolution."
As part of the brand's dedication to embody performance in every sense, Urban Decay will make noise by partnering with Tara Yummy, a social disruptor who brings dynamic energy and viral charm to every beat. The TikTok sensation will be the face of Urban Decay's reformulated All Nighter Setting Spray, an industry icon now offering 24-hour wear, outlasting even the longest DJ set.
To round out their line-up of bold, unfiltered brand ambassadors, Urban Decay will announce their encore later this summer: the ultimate transformation icon—princess turned rockstar, actress turned alt-pop siren. This ensemble of partners and Urban Decay will reignite a cultural conversation around beauty, femininity, performance, and the power of owning your look.
It's time the brand reclaim the narrative, moving from backstage to mainstage. Ready to go? Let's start the show… Blur the bland. Bleep the boring. Let's put uncensored, anti-bland makeup back on center stage… And ask yourself - who would you be if the world never told you who you were?
ABOUT URBAN DECAY: Born in LA, Urban Decay has always celebrated self-expression over expectation – giving a stage to every beauty rebel, dreamer and disruptor. The brand is on a mission to bring back anti-bland makeup that's born to perform, letting you be the main character of your everyday story. Every product has their 'born to perform' mantra at the heart, focusing on extreme longwear, color-tone theory and multi-finish expertise. Urban Decay is passionate about giving a stage to uncensored femininity – defying boring cliches, and standing with those who embrace self-expression, sexuality and fluidity, and everyone's right to reinvent themselves however they choose.
SOURCE Urban Decay
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