Since 1996, Urban Decay has been the rebel of the beauty world. over twenty years later their attitude remained intact, but they’re message needed an update.

enter our dystopian future, a world where uniformity is celebrated and a fresh face of makeup was the only way to snap the world out of its airbrushed trance.

this is “Pretty Different” a brand relaunch campaign starring Urban Decay’s five new global citizens; Lizzo, Joey King, Ezra Millar, Karol G and CL.

1B global impressions
250 global press stories
combined 4.2M video views across citizen social channels
the most positively reviewed campaign in Urban Decay history (99% positive sentiment)