THE INSIDER: WENDE ZOMNIR

The founder of Urban Decay talks about what's really in your makeup...

Can grunge and luxe go together?

Sure, and Wende Zomnir knows all about it.  For the past fifteen years, the California native has run Urban Decay cosmetics, a brand so cool it names eyeshadow for Liz Phair songs - and so popular, it got adopted in 2000 by LVMH - the mega company responsible for Louis Vuitton and Marc Jacobs.

Here's what the makeup maven told us about her latest adventures in shimmer, foundation, and gloss:

 Why should women invest in good makeup, instead of drugstore makeup?  First, it works better...especially with color cosmetics, the pigments are truer and blend easier. Next, the packaging holds up better and looks much, much cooler.  Our lipstick case has a dagger on the end of it...where are you gonna find that at the drugstore? Finally, spending extra on makeup forces you to edit your choices:  would you rather have drawers full of makeup, or a tight selection of amazing products?  With the latter, you know that anything you pull out of your bag will work.

Do you get fan mail?  What does it say?  We get lots of fan mail.  The big topics right now seem to be raving about our products (24/7 Glide On Eye Pencils seem to generate a lot of love notes right now), our love of little animals, our alternative approach to beauty, and of course, requests for free stuff.

Help!  I'm late for a party and I have two minutes to put on makeup.  What should I  do?  Puff some Surreal Skin Mineral Makeup. Smudge some Midnight Cowboy Rides Again or Chopper Eyeshadow across your lids (these are beigy/bronzy with tiny sparkles--perfect for a party, but forgiving enough for a speedy application).  Then line eyes with Bourbon (dark brown) 24/7 Pencil-- line the outer 1/2 of upper and lower lash line, and smudge slightly. Then line the inside your upper and lower lashes all the way around--this really makes the eyes pop.  Finally, choose your weapon and make a statement with a bold lipstick.  Dab a tiny bit of lipstick on each ring finger and tap into cheeks as you run out the door.

Which bands have inspired you, and how?Fleetwood Mac: My first album (Rumors).  I still know all the words to every song.  My first foray outside the country music mama listened to.  AC/DC: Taught me that anger can be channeled into art.  Lyle Lovett: Lyle is inspirational because he showed me that being a little weird and not fitting neatly into any single box makes everything more interesting.  Led Zeppelin: Fuels my ongoing obsession with the 70s. 

When I was little, my mom played soccer with these high school girls who wore cut off jean shorts slit at the sides and laced back up with leather cord.  I wanted to be them, and they always seemed to be listening to Black Dog (which was a retro thing for them, too, now that I look back on it).

Liz Phair:  My idol.  I wish I could have written Exile in Guyville.  She is one of the few musicians who can make swearing and sex artistic and relevant--most bands sound like crass sell-outs when they attempt it, but not Liz.
Nirvana: What can I say...I am dating myself, but Kurt was the voice of my generation.

Jack White: That Loretta Lynn thing was amazing for me since l listened to her growing up.  His songwriting is incredible...inspired by the tiny moments that evoke big feelings in his songs.

Gwen:  She's a great girl and was so supportive of Urban Decay when we started.  And her makeup makes a statement and always looks good, which is automatic bonus points with me.  I admire her because she owned girl power through her music, and has turned it into an empire.

Is it ever okay to sleep in your eye makeup?  I wouldn't, and if you are sleeping in your own bed, alone, there is no excuse not to take it all off before you crawl under the covers... If you must, however, sleep with makeup on, good for you.  Make sure it stays intact: Use Eyeshadow Primer Potion and 24/7 Pencils.  You will still look hot in the morning. 

Why do you think you've been so successful (you are not allowed to say you're not successful).  Everything we do is feminine, dangerous and fun.  And I work with an amazing group of people who all live it, breathe it and love it. 
--FARAN KRENTCIL

www.urbandecay.com




This story was published on August 4, 2008.