It’s been a long time coming – this perfect UD space in the heart of London has been planned for a while and this week it finally held its launch party with a flurry of celebs attending to put this new beauty venue on the map.
Urban Decay’s “beauty with an edge” concept aims to be feminine, dangerous and fun. If the launch night demographic is anything to go by then I think that the appeal goes wider. It covers all genders and ages – it’s for beauty lovers that want innovation as much as quality products. This is a brand that’s built for longevity and needs no introduction from me with it’s Naked palettes selling one every 5 seconds!
The new store is everything that you’d expect from UD and more. It’s built over two floors with the ground floor filled with colour and the basement holding an event space with refreshments, make up stations, an instagram trend wall and those all important phone chargers.
On the night, we were served mini bottles of Moet, purple candy floss and popcorn. Celebrities were just as keen to try the products as us bloggers and we mingles with the likes of Laura Whitmore and Charli Vos who DJ’d, a couple of famous offspring Anais Gallagher and Leah Weller, a trio of Chloes (Sims, Lewis and Lloyd), Denise Van Outen and many other models, musicians, actors and reality TV stars. But the point is that they were all there because they love the brand.
I’m looking forward to going back again so that I can spend more time trying out all products and meeting up with friends too. It’s a great beauty and social destination.
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