Urban Decay Posher than It Sounds?
So the makeup world is abuzz again after another corporate sale of a well know cosmetics brand. Kevin James Bennett, Emmy award winning makeup artist to the stars revealed on Facebook today that makeup GIANTS L’Oreal Paris have bought Urban Decay Cosmetics. So what does that mean for one of our make up favs?
Who knows? When Estée Lauder bought Smashbox over 2 years ago there was nothing but hype for the brand, coming into a corporate company whom own the likes of MAC, however when Estée, finally took control of the brand earlier this year, it seemed all the hype for the future of the brand was just that…… Hype. Since then, in the UK & Ireland Smashbox has been pulled out of most retail & department stores, and in Ireland only now remain in Arnotts & some larger pharmacies.
This is not the first time Urban Decay has swapped hands of the corporate kind either….. Urban Decay is an American cosmetics company founded in 1996 by David Soward, Wende Zomnir, Patricia Holmes, and Sandy Lerner. Urban Decay was bought by Moet-Hennessy Louis Vuitton (LVMH who own the likes of Givenchy, Dior, Benefit, Make Up Forever etc. being the biggest Luxury Brand in the world.) in 2000, & then sold again in 2002 to the Falic Group. In 2009 it was taken over by Castanea Partners, a private equity firm, to where it now stands to date with L’Oreal. So don’t go feeling sorry for the small time big hit company, because its been a long time since then.