Urban Decay is beauty with an edge. It is feminine, dangerous, and fun…appealing to anyone who relishes her individuality and dares to express it. Known for their daring shade names and innovative products (which are all cruelty-free), Urban Decay carries one of the widest selections of color. Urban Decay has revamped their eye shadows; new formula, new look and customizable palettes.

“OMG. We didn’t think we would ever want to change our already incredible Eyeshadows. But thanks to new advancements in formulation technology, we found a formula that will BLOW YOUR MIND. (And the new packaging is amazing, too!)”, Urban Decay said on their website.

THE FORMULA

Even softer, amazingly velvety texture
Richer, more dense and decadent color
Smoother, more uniform pigment distribution and blendability
Longer-lasting, more crease-free wear

The secret to the new formula is the Pigment Infusion System™, a vehicle for color that holds tightly to pigment and gives the formula its glide. The proprietary blend of ingredients allows color to weave itself through the Eyeshadow formula. What does all that mean? Insane color payout. Color that stays on your lids. Sparkle that doesn’t fall. And velvety, suede-like smoothness and blendability.

This amazing technology works for every shade and finish. Have you ever had trouble blending a black or purple shade? How about a matte? Every Urban Decay shade is silky, blendable, and stays put.

THE SHADES

The new assortment of shades features:
Best-sellers
New shades
Lots of shades previously only available in PALETTES
Shimmer, satin, sparkle, duo-tone and matte finishes

THE TOKEN

Packaging has been perfected as well. Inspired by NYC subway tokens, the gorgeous gunmetal compact allows you to pop your shadows out, and pop them into a Build Your Own Palette. (It’s easy…no melting, magnets, or breakage.)

Included inside the palette ($18) is a free Walk of Shame eye shadow, a soft pinkish-peach matte, exclusive to this palette. Add to that a travel-sized Good Karma brush and you’re ready to begin choosing five other shades to fill your dream palette. With the case, brush, shadow and mirror included for the same price as an individual shadow, this is just the kind of economic genius that the world needs! Each additional shadow is $18. Check out the colors below:

Oh and did I mention Urban Decay is Cruelty-Free? Yep they sure are. The shadows with a paw print icon indicate they are vegan as well. How cool is this?

What will your dream palette consist of? Stay tuned for a very cool ‘Urban Decay – My Dream Palette’ giveaway! You won’t want to miss it. Like us on facebook to be the first to know!