Urban Decay - Taps Dove Cameron for a new era of outspoken beauty

2025-08-21

Urban Decay is teaming up with Emmy-winning actress and multi-platinum singer songwriter Dove Cameron, to kick off a new era – one rooted in transformation, high-impact performance, and beauty that refuses to behave. Known for defying expectations across music, film, and fashion, Dove is a creative inspiration who, like Urban Decay, doesn't just play with identity – she reinvents it.

As a performer and ever-evolving force on and off the stage, Dove is the perfect parallel to Urban Decay's products: high-performance, and built to break the rules – not follow them. Dove will take center stage in a series of upcoming Urban Decay campaigns, first with the launch of the new Naked Shaped Multi-Tasking Palette – an all-in-one palette designed to shade, shape, sculpt and highlight your entire look. With 14 multi-use shades in various textures including matte, cream, and shimmer, there are endless ways to shapeshift your makeup from lids to full face and beyond. Urban Decay knows you're complex - this new rendition of a cult-classic is empowering you to become whoever you want to be on any given day.

The campaign mirrors Dove's own evolution: a daring artist constantly redefining herself. From child-star to cutting-edge alt pop siren, she has embraced every alter ego along the way. It's a culmination of personal and artistic reinvention that punctuates a new era – for Dove, for Urban Decay, and for the beauty world they're about to shake-up together.

"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," shared Dove Cameron. "When Urban Decay approached me, it felt so fun and so right. I've always admired the brand for its bold support of femininity and 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."

"At Urban Decay, performance is more than a product promise – it's a mindset. We want to give the world the tools to be whoever they want to be," explained Anika Majithia, new Global Head of Urban Decay. "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 – that bold self-expression is the essence of Urban Decay. We're beyond excited to join forces and reignite a cultural conversation around beauty, femininity, performance, and the unapologetic power of owning your look."

Urban Decay and Dove Cameron don't just align – they ignite together. Both perform don't conform, they embody fluid femininity and beauty meets rebellious, unparalleled artistry. Together, they're challenging everything you thought you knew about performance, identity, and what makeup can do. Through this partnership, the brand is doubling down on its legacy of performance-driven, expressive beauty while encouraging consumers to ask themselves – who would you be if the world never told you who to be?

About Urban Decay

Born in LA, Urban Decay has always celebrated self-expression over expectation – giving a stage to every beauty rebel, dreamer and disruptor. The brand is on a mission to bring back anti-bland makeup that's born to perform, letting you be the main character of your everyday story. Every product has their 'born to perform' mantra at the heart, focusing on extreme longwear, color-tone theory and multi-finish expertise. Urban Decay is passionate about giving a stage to uncensored femininity – defying boring cliches, and standing with those who embrace self-expression, sexuality and fluidity, and everyone's right to reinvent themselves however they choose.