NEW 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, Urban Decay carries one of the widest selections of color at Sephora-a main reason their brand is so much fun! Urban Decay loves animals as much as they love makeup. Cruelty-free since day one, they've never tested their products on animals (and never will).