Beauty Launches

Meet Urban Decay’s New Resident Global Makeup Artist, Lochie Stonehouse

Urban Decay says it's time to reinvent the brand—and 'give a stage to every beauty rebel, dreamer, and boundary-pusher.'

July 31, 2025

By: Marie Redding

Senior Editor

Urban Decay has named Lochie Stonehouse as its new resident Global Makeup Artist. The new partners will work together to reinvent the brand. Here’s how—read on.

Urban Decay and Lochie Stonehouse represent a new partnership—and it’s a part of Urban Decay’s transformation. The brand aims to reinvent itself by going back to its roots. “We will give a stage to every beauty rebel, dreamer, and boundary-pusher,” Urban Decay stated.

Lochie Stonehouse will be a part of Urban Decay’s transformation. He will lead campaign looks, reimagine product education, and help develop new products.

The announcement on Instagram said, “Forget the rules. we brought in someone who rewrites them.” The post continues, “His artistry tells a story through unexpected balance—a sharp, graphic eye paired with bare skin or a neon lip, worn with nothing but confidence.” (Source: Instagram @urbandecaycosmetics and @lochiestonehouse.)

More About Lochie Stonehouse

Stonehouse is based in New Zealand, and known for his boundary-pushing editorial makeup looks. Having worked with Lorde, Billie Eilish, and Troye Sivan, Stonehouse “will bring a disruptive eye to Urban Decay,” the brand states. He will aid in re-establishing the brand’s point of view.

Edgy makeup looks by Stonehouse, pictured above, include a campaign for Chanel’s Camelia Futura collection.

Stonehouse is passionate about collecting vintage beauty packaging. He tells Vogue. “The first retro Yves Saint Laurent Beauty item that I obtained was a 1990s Rouge Ecrin Jewel Lipstick in 4 Ruby. The lipstick was designed in collaboration with Robert Goossens, a French jeweler who was known for designing for luxury houses.” The lipstick case is solid brass and inlaid with a ruby red Swarovski heart-shaped crystal.

Urban Decay’s New Campaign, ‘Battle of the Bland’

Together, the Urban Decay and Lochie Stonehouse partnership is a part of UD’s new campaign, “Battle of the Bland.” The campaign focuses on “the radical defense of creativity and championing personal style.” It aims to “give everyone the freedom to unleash their main character energy,” explains Anika Majithia, new Global Head of Urban Decay.

Majithia continues to explain the brand’s plans for the future. “We’ll focus on bringing anti-bland makeup,” she says, continuing, “whether that’s a disruptive nude or extreme glitter, that really champions fluid femininity, while always thinking a little differently.”