Pretty Different: Urban Decay signs three famous faces for latest campaign

By Becky Bargh | Published: 7-Jul-2020

The new initiative is said to champion individuality and will be fronted by pop singers Normani and G.E.M., and actress Camila Mendes

Colour cosmetics brand Urban Decay has welcomed three new famous faces to its latest campaign championing individuality.

Pop singers Normani and G.E.M., and actress Camila Mendes have joined the brand to appear in its Pretty Different initiative, which challenges cultural norms.

“Urban Decay was founded on the idea that being authentic and different is beauty,” said the brand’s founding partner Wende Zomnir.

“We’re so excited to have Normani, G.E.M. and Camila Mendes join our UC family as advocates who constantly push boundaries and inspire their audiences to recognise and embrace individuality.

“As the world fights for racial justice, it’s more important than ever for us to champion self-expression, identity and diversity.”

In conjunction with the campaign launch, Urban Decay has introduced a new product to its Naked range.

The 12-pan Ultraviolet eyeshadow palette features peach, raspberry and violet shades in a variety of metallics and matte finishes.

Speaking about her appearance with the brand, Mendes said the partnership had “taken on a deeper meaning”.

She added: “Now more than ever, I feel strongly that we must always support and endorse brands that do the work to become effective allies of the Black Lives Matter movement.

“The fight for racial justice calls on every individual, every community, every business and every industry to evaluate their role in systemic racism and take action against it.

“As a UD ‘global citizen’, I will help ensure the accountability of this pledge through their actions and more.”

Read more about the beauty industry’s involvement in the Black Lives Matter movement via the link below:

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