Urban Decay’s newest campaign, titled “Pretty Different,” is breaking boundaries once again. Since the brand’s launch in 1996, their mission has always been to challenge the status quo, and their new campaign further extends this ethos.
The “Pretty Different” campaign celebrates individuality. They roped in an iconic selection of spokespeople to be their global citizens. The faces leading the campaign are Lizzo, Ezra Miller, Joey King, Karol G, and CL. The brand describes them as “a collective of trailblazers who refuse to accept forced standards and instead champion uniqueness.”
The five of them also star in Urban Decay’s “Pretty Different” campaign video, which shows a group of women all dressed alike and taking selfies, and have their faces airbrushed. Then, these five brand ambassadors break the mold of the beauty industry and celebrate their own individuality, and challenge the status quo of attainable beauty standards.
Urban Decay’s Instagram post states: “To embody the vision that beauty is not about standards, Urban Decay has partnered with five individuals who are Pretty Different. They are unique, they are powerful, they are inspiring, they push boundaries. THEY ARE THE UD GLOBAL CITIZENS.”
Lizzo celebrated the news on Instagram: “I LOVE MY WIDE FACE, HIGH CHEEKBONES AND DOUBLE CHIN! IM A BAD BITCH IN MY @URBANDECAYCOSMETICS!!!”
Not only is this Lizzo’s first beauty campaign, but she is also a representation of black plus-size women in the beauty industry. She has been bold and unapologetic about who she is and fans are loving it. She is everywhere this year, and rightfully so. Gender-fluid actor Ezra Miller has always worn makeup on the red carpet, creating waves and setting his own trends.