Urban Decay has teamed 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, Cameron is a creative inspiration who, like Urban Decay, doesn’t just play with identity – she reinvents it.

Anika Majithia, new Global Head of Urban Decay, said, 

“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. 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.”

Cameron 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. 

The new Multi-Tasking Palette features 14 multi-use shades in various textures, including matte, cream, and shimmer. This new rendition of a cult-classic Urban Decay palette is empowering you to become whoever you want to be on any given day.

The campaign mirrors Cameron’s 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. 

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?

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