Urban Decay has announced a new partnership with Emmy Award-winning actress and multi-platinum recording artist Dove Cameron, kicking off what the brand calls a transformative chapter rooted in performance, reinvention, and self-expression.
Known for her fearless approach to music, film, and fashion, Cameron has built a career on defying expectations and embracing reinvention—qualities that mirror Urban Decay’s long-standing ethos. She will front the brand’s upcoming campaigns, beginning with the launch of the Naked Shaped Multi-Tasking Palette, an all-in-one collection designed to shade, sculpt, highlight, and transform looks across eyes and face.
The palette includes 14 versatile shades in matte, cream, and shimmer finishes, inviting users to experiment and adapt their look to match any mood or moment. It marks a fresh take on one of Urban Decay’s cult-classic launches, reflecting the brand’s focus on performance-driven, expressive beauty.
For Cameron, the collaboration is deeply personal. “As someone who has been in the public eye from a very young age, I’ve come to deeply value the importance of staying true to myself and honoring my creative impulses,” she shared. “I’ve always admired Urban Decay for its unapologetic energy, but their new era spoke to me in a more personal way. I’m in a place in my life where I feel free to be unapologetically myself, and that’s exactly what Urban Decay stands for: individuality, authenticity, and self-expression.”
Urban Decay’s new Global Head, Anika Majithia, echoed the synergy between the brand and its new ambassador. “Performance is more than a product promise—it’s a mindset. Dove Cameron is the perfect partner to bring this vision to life. She’s fearlessly redefined herself in the public eye in pursuit of radical authenticity, and that bold self-expression is the essence of Urban Decay.”
The partnership highlights a shared mission: to challenge traditional notions of femininity and identity in beauty. Both Cameron and Urban Decay embrace transformation as a form of artistry, encouraging consumers to ask themselves, “Who would you be if the world never told you who to be?”
Founded in Los Angeles, Urban Decay has built its reputation on breaking beauty norms and amplifying self-expression. With a focus on longwear performance, bold pigments, and multi-finish expertise, the brand remains committed to providing tools for creativity and individuality—celebrating beauty that performs, not conforms.
