Just in time for holiday shopping, Urban Decay has opened its first store at Fashion Island in Newport Beach.
Last week’s media opening was as glamorous as the OC-born-and-bred beauty line is bold: a purple carpet, purple cocktails and cupcakes, makeup touch-ups with loads of glitter, an excellent live DJ, the opulent UD flower wall, and a chance to win the Urban Decay Vault—all the current products, plus a purple Balenciaga bag.
The beauty boutique itself, located across from Macy’s, is just as in-your-face glittery as you’d expect from the rebellious brand: plexiglass makeup chairs engraved with tattoo-worthy designs, purple velvet thrones, a giant silver, leafless tree in one corner, and a dazzling chandelier made of thousands of fine silver chains overhead.
Before the flagship store opened, we talked with UD founder and creative force, Wende Zomnir about the boutique’s design. “We wanted it to mirror our brand,” she said. “It’s what UD’s all about: beauty with an edge. We wanted to make sure it had everything; a little bit of femininity, a little bit of edge; and little bit of fun.”
The store does indeed have everything, including a bathroom done in lime green and black, wallpapered with photos of UD family pets. Zomnir says, “I have two boys and it used to really bother me when I was shopping if I couldn’t take them to a nice clean customer bathroom.” She goes on to say that this bathroom reflects the “vibe and culture” of UD’s Newport Beach offices (with their own legendary themed bathrooms) where employees are encouraged to bring their pets to work.
The store’s beauty pros are friendly and knowledgeable—each is a trained makeup artist—and will show you how to use an array of products including UD’s coveted Naked palettes (Naked 3 has 12 new shades and is $54); the Naked 24/7 eye pencils ($16); we love the Darkside + Darkheart version for a super smoky eye or just to amp up our daytime no-makeup makeup look; and UD’s newest palette, “Electric” —10 crayon-bright shades with names like “Thrash” and “Jilted” ($49).
The store also features an airbrush makeup station and a permanent photo booth that instantly sends your selfie to your phone so you can post, email, or text it. If the beauty bloggers lingering long after the party are any indication, fanatics and first-timers alike will be spending some serious quality time in Urban Decay’s new store.
1085 Newport Center Drive
Monday-Friday, 10 a.m. to 9 p.m.
Saturday, 10 a.m. to 7 p.m.
Sunday, 11a.m. to 6 p.m.