The day makeup junkies have been waiting for has finally arrived. Cult beauty brand Urban Decay has opened its first store in South Africa, launching their full range to our eager hands. We were invited up to Johannesburg for the official launch party and to take a first peek at the new space and play around with all their goodies.
The brand was founded in the mid-90s by Sandy Lerner who longed for bold makeup choices and was sorely disappointed by the vanilla options available to her. Fellow makeup addict Wende Zomnir felt equally frustrated by the colour void and together they launched Urban Decay in 1996. Since then the brand has consumed the hearts of makeup lovers who crave alternatives. Currently they are one of the most successful colour cosmetic companies in the US and finally they have extended the fun to the City of Gold.
People went absolutely mad at the official opening of the Sandton City store over the weekend. The Urban Decay team saw over 200 people queuing outside their doors from 05:30 in the morning to be first inside.
And is it worth all the hype? I think so. Their eyeshadows for instance are super fine with intense colour payoff and they have a huge variety of shades from your classic browns and metallics to pops of brights.
The lipsticks are equally impressive. My favourite is a red shade from the Urban Decay Vice range called F-Bomb (R215) which is is long lasting with an intense cool red colour and a glossy finish. And if you’re wondering whether it actually stays on, it lasted from noon through a burger lunch all the way to my arrival back in Cape Town that evening. I was impressed.
The thing I like most about the brand though is the fact that they are fun. The shade names are all a little naughty and you’ll get playful products like super glittery eyeliners to add to your kit. I was also thoroughly enchanted by their wide variety of shades in lipsticks, eyeshadows, glosses and pencils, which will please the no-makeup-makeup girls as well as the 80s superstars. They even have a dark black lipstick that will have every Goth’s heart fluttering.
Urban Decay Naked Skin One & Done
Urban Decay Naked Illuminated
While I could easily rave about most products in store, I do have a few that won my favour on my first visit. I’ve already mentioned the Vice lipstick range. I am also a huge fan of their eyeshadows, which are available in 56 different shades (R225 per mono shade). They also have a collection of 12 shades in their Moondust Eyeshadow range (R350) that show off oh so much shimmer.
Something else I am totally swooning over is the Urban Decay Naked Illuminated highlighting dome (R475), which has this ultra fine powder and can be used to highlight along your face or body. And as for the foundations, I really liked the Urban Decay Naked One & Done foundation (R550) which is available in 6 shades. I enjoyed the silk finish and good coverage, plus I found the shades easy to match to my skin tone.
Wearing the Urban Decay Vice lipstick in F-Bomb
Apart from selling the full range of Urban Decay products, the store also has quite a few fun features that will lure you in. You can visit to get complimentary makeup looks done, from vibrant or “naked” eyes, a gorgeous pout or flawless foundation.
Apart from this you can also have a proper makeup look created by one of their in-store artists, either at R300 for a 30 minute session where you will get a smashing basic makeup look, or R450 for a 45 minute appointment where a Makeup Junky will transform you for that special occasion.
Other services include makeup lessons (R800 for a 60min beginner class or R1000 for a 90min masterclass) and you can even rent the entire space out for a girls night. Pretty awesome.
If you aren’t based in Jozi and you are absolutely dying to get your hands on some of these goodies, I have amazing news for you! Put down that bribe you were about to mail to your estranged friend, you no longer need to pay anyone with infinite IOUs.
Urban Decay is launching a LIMITED EDITION online pop-up shop!
The Online Pop-Up will stock the Naked Palette, Naked 2 Palette, Naked 3 Palette and Naked Smokey Palette, as well as the Naked Basics and Naked Basics 2. The Naked Palettes will sell at R850 and the Naked Basics sell at R490. These Naked Palettes are awesome value for money, with a wide range of shades – all of which you actually want to use. I have the Naked Palette and absolutely love the collection of nude, brown, gold and charcoal shades.
They are also offering free delivery if you buy 2 items or more and it will cost R40 for shipping for 1 item. All items will be couriered via “premium next day delivery” service. Stock for the pop-up store is LIMITED and they expect it to sell out fast so don’t sleep on this.
The store is launching at 09:00 on Tuesday 12 July. Click here.
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