Newport-Based Urban Decay Celebrates 15 Years

One look at Wende Zomnir and "model" comes to mind, but Zomnir actually is co-founder of Urban Decay Cosmetics, one of the most recognizable and famous brands to come out of Newport Beach. Her eye for color and mind for business has helped lead Urban Decay through fifteen successful years, a feat not easily achieved in the competitive beauty industry. 

Urban Decay is the eccentric, yet wildly beautiful, child of Sandy Lerner (co-founder of Cisco Systems) who conceived the brand after she couldn't find the right shade of purple nail polish. Zomnir is executive creative director, aka Ms. Decay. She teamed up with Lerner to create this magical empire of face and nail candy for fashionistas across the globe. 

After the sale of Urban Decay to LVMH (Louis Vuitton Moet Hennessy) and then again to three business-minded brothers, Urban Decay has grown to become a wildly successful cosmetic brand all while being based in Newport Beach. 

Whimsical packaging and daring colors give visual appeal to Urban Decay's high-quality products, which are animal-friendly and uniquely defining.

Zomnir spent some time with Newport Beach Patch contributor Tiffany Carter, an Urban Decay devotee, and talked about her success with the brand and her busy life as a businesswoman and mom in Newport Beach.

Q: What are the key elements to Urban Decay’s success and long withstanding in the competitive beauty market?

A: Urban Decay’s success in the beauty market is steeped in a hard-core passion for the brand and an unwavering devotion to not follow trends, but to truly produce quality products that women want and need. 

Q: What are some of your favorite moments in terms of success, milestones at Urban Decay?

One of my favorite moments in terms of success for Urban Decay, was when I began seeing huge multi-million dollar companies copying us.  We had been known as a company that produced colors like blues and purples and greens, that other larger companies tended to shy away from.  All the Lancome’s and Estee Lauder’s and everyone, for that matter, only offered women a range of pinks and browns.  Then suddenly, after Urban Decay so boldly stated, “Does pink make you puke?” these big name brands began jumping on the color wagon and producing a full range of shades.  It was then that I realized how big our small company really was.

Q: I personally can’t live without my Naked Lipliner Pencil.  What are five Urban Decay essentials you think every girl should have in their cosmetic bag?

A: My personal UD favorites are:

• Original Eyeshadow Primer Potion
• 24/7 Glide-On Eye Pencil in Zero
• Surreal Skin Mineral Makeup
• Supercurl Curling Mascara
• Lip Junkie Lipgloss in Jilted

Q: What are trends in makeup for this spring/summer?

A: This spring/summer we are showing gently flushed cheeks on bronzed skin paired with high-shine lips and mega-watt eyes.  Waterproof mascara and eyeshadows, as well as a setting spray are must-haves for the spring/summer season.

Q: What is your philosophy on makeup?  Don’t be afraid of color, less is more, etc…

A: My philosophy on makeup is "make it work for you."  Take the time to play and experiment with new colors.  You can be a "less is more" kind of girl and still pull off a sparkly purple eyeliner.  Whatever you do, the important thing is to feel comfortable in your own skin no matter what you wear, so that you can own it.

Q: What are the three best-selling Urban Decay Products?

Our three best-selling products are:

• Original Eyeshadow Primer Potion
• 24/7 Glide-On Eye Pencil in Zero
• The Naked Palette

Q: What’s it like to have a successful business based in Newport Beach?

A: I feel incredibly blessed to not only have a flourishing brand but to also have it be based out of such a beautiful place.  Newport Beach is a wonderful place to raise a family and to take advantage of the beautiful outdoors.

Q: Describe the importance of Urban Decay’s commitment to non-animal testing, environmentally friendly products.

A: The importance of our commitment to not test our products on animals is tantamount to who we are as a brand.  Since day one, it has been our mission to provide 100 percent cruelty-free, luxe products that are feminine, dangerous, and fun.  In an effort to be more environmentally friendly, by the end of this year, we plan to package all of our products with boxes made from 100 percent post-consumer recycled paper. 

Q: Any known celebrities who are Urban Decay junkies?

A: Some of our celebrity UD junkies include (but are not limited to): Leighton Meester, Mary Louise Parker, Olivia Wilde, Molly Simms, and Emma Stone.

Q: What influences the colors, themes and unique packaging of Urban Decay cosmetics?

A: The ideas for our products, colors and package design come from all sorts of external influences from travel to foreign places to architecture, music and fine art.

Q: Any future plans for expansion ... Fragrance, etc.?

A: Currently, we have been expanding our 24/7 and Primer Potion franchises, and plan to continue to do so.

Q: What is your favorite makeup trick that you’d like to share with our readers?

A: My favorite makeup trick is a ‘little lashes go a long way.’  I love to throw on a pair of our Insta-Glam lashes.  They are so small and easy to put on, but they add natural drama to any look.  Just check out the video on our website of my seven-year old son applying them on me!  It just takes a minute, so there’s absolutely no reason they shouldn’t be a permanent staple to every woman’s wardrobe.

Q: You recently partnered with Disney for Alice in Wonderland Book of Shadows which was a big success. Anymore partnerships in the future?

A: Our summer collection includes the Urban Bride Kit in which we partnered with Universal for the upcoming Bridesmaids movie starring Kristen Wiig and Maya Rudolph.

Q: What advice can you give to moms who are raising a family and running a busy company?  Any best practices?

A: Running a busy company and raising a family is definitely a lot of work.  My best advice to entrepreneurial moms out there is to prioritize and do your best to use your time efficiently.  Part of the reason we produce so many long-lasting products is because as a mom, I know how limited time can be, and to spend even a minute re-doing your makeup is such a waste.  Our Eyeshadow Primer Potions, Setting Sprays and 24/7 products allow me to wear my makeup all day, all night, and sometimes even into the next day if I so choose.  No matter what the time, or where I am, I never have to worry how I look, because I know my makeup looks just as it did right after I put it on. 

Q: What are some of the highlights for you personally living in Newport Beach?  Any favorite restaurants, coffee shops, great places to take the family?

A: I love living just steps away from the boardwalk so I can load my board on my bike and go surf or paddleboard.  My husband and I love to take our boys to the beaches to surf or we enjoy just hanging out at the beach by our house.  My favorite coffee shop in Newport is .  They have great food and it’s just a wonderful place to go whether to get work done or to relax and take in the atmosphere.  My favorite local restaurants are , and .