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L’Oreal to Acquire Urban Decay


Beauty giant L’Oreal has finally sank their perfectly polished paws into another makeup line announcing the purchase of makeup brand Urban Decay. We’ve been all over their NAKED palate for years and smized the moment their bold colors and vegan-friendly line hit the shelves at Sephora.

The purchase is part of L’Oreal’s plan to tap into the edgy, fashion-forward and young customer base who represents the new wave of beauty purchases.

“Urban Decay will beautifully complement L’Oreal’s luxe portfolio of iconic brands,” Nicolas Hieronimus, president of L’Oreal Luxe, said in a statement. He described Urban Decay as “the makeup specialist we need to fully satisfy young women in search of playful colors … at an accessible price point.”

The undisclosed amount for the brand’s purchase will remain a mystery. Let’s just hope that this new purchase continues to expand the Urban Decay line in positive ways. We’ll be in the line ready to cash in our Sephora points for whatever the line has to offer next.

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