Miss FQ: We can’t even begin to tell you how excited we are to finally have Urban Decay in New Zealand with the opening of the first Mecca Maxima store. How important is it for you that your products are available worldwide?
Wende: “I have been sending Urban Decay products to some friends in New Zealand for years, they are so excited we are finally coming there and can’t wait to share their favourite products with their friends. As we continue to grow, I like to say we’re turning the world purple!”
For Kiwi girls who haven’t had the pleasure of owning any Urban Decay products yet, can you tell us a bit about the brand and tell us why we all need to have some Urban Decay in our lives?
“We describe Urban Decay as feminine, a little dangerous and a lot of fun – and that comes through in everything we do, from the products we create and the names we give them, to the way we design our packaging and the experience that we create in stores. Urban Decay is all about empowerment through makeup. It’s not about covering your flaws, but showing the world who you are.”
Tell us, which product is your favourite and why?
“Right now, I’m obsessed with Vice Lipstick in Afterdark. It’s bright, yet dark. It’s pretty, but edgy. It goes with almost every makeup look without being neutral.”
UD have a long, lust-worthy list of cult products – The Naked Palette, All Nighter Setting Spray and Naked Skin Colour Correcting Fluid, just to name a few! What is your secret to the success of so many products and being such a household name in the beauty world?
“Urban Decay has a clear point of view and is all about the fun of self-expression through makeup. We create high-quality beauty products with innovative packaging and incredible colors. We continuously evolve the brand to keep it fresh, but we have always stayed true to making sure that Urban Decay is beauty with an edge. And I work with an amazing group of people who all live it, breathe it and love it.”
Can you tell us about the creative process that goes into product development?
“Our [product development] process is ongoing and fluid. I love that being creative and developing new products is different every time. Each product is a journey…a chance to explore and try something new. Fine-tuning all of the details to make the product just right is so much fun!”
What about the incredible collaborations you do? Do you have a hit list of people and brands you’d like to work with or do your partnerships come about organically?
“Urban Decay will always consider a collaboration if it is something that inspires us and fits with our brand. When I first saw Ruby Rose, she was just so edgy and cool and I thought she would be fun to work with. Then we met and hit it off instantly. I can’t wait to share the new stuff we’ve been working on together!”
What does a typical day as Chief Creative Officer of Urban Decay involve?
“I get photo-ready then head to the office to shoot a video and meet with my product development team. Not being one to shy away from a full-face of makeup at the gym, I’ll go workout immediately after, putting our makeup through the ultimate road test! Then back home to touch-up and get ready for a local charity event to celebrate The Ultraviolet Edge, our global initiative to empower women.”
How has your role at Urban Decay evolved over time?
“In the beginning, I was actually mixing nail polish on my porch and figuring out how to create UPC codes. Now I am heading up a much larger business while still being creative and doing my best to inspire the people around me.”
What can we expect from Urban Decay in the next year or so?
“We can’t divulge our secrets, but we’re working on a bunch of new formulas we hope you love as much as we do!”
And finally, are you or anyone else from your team planning on visiting New Zealand soon?!
“I haven’t been there yet, but would love to visit! It’s on my bucket list!”
