Our questions for Wende Zomnir, Executive Creative Director and Co-Founder of Urban Decay cosmetics
Bet you didn't know this beauty biz exec enjoys heli-skiing
Q: To what do you attribute the success of Urban Decay and your career in general?
A: I think Urban Decay has been successful because we've always been very clear about what this brand is about (beauty with an edge) and we've kept the vision consistent over the years. Another key element to the brand's success and my personal success is finding the right people. Neither Urban Decay nor I would be anywhere without the amazing, passionate team that is behind the brand.
Q: How are you able to stay true to your mission without getting side tracked by industry trends?
A: It's hard, because there's always that next trend that people are talking about. But I believe that's the challenge of nurturing a brand -- figuring out how to evolve it, without selling out, working out how to create a broad enough appeal, while still staying true to the distinct personality of Urban Decay. I think that is the fine line where art and commerce meet. It's a challenge to balance it all, but it's essential.
Q: What do you think women are looking for right now, in terms of beauty, considering the economy and latest trends?
A: I think women are looking for luxury, fashion and edginess in their beauty items. They might have to give up some of their fashion spending or only purchase basics, given the current economy. My hope is that Urban Decay can give them those elements of luxury, fashion and edginess in a beauty purchase.
Q: What product development trends or industry trends are you seeing right now?
A: I think people want beauty items that solve real problems, like our cult-status Eyeshadow Primer Potion. We just launched a duo of Complexion Primer Potions, and we've had an amazing response to them. I also think people are looking for color cosmetics that have a point-of-view, a personality. Our new Pocket Rocket Lip Glosses, which feature hot guys in their underwear, have been a huge hit!
Q: What is the biggest challenge you have faced in your career thus far and how did you get through it?
A: The biggest challenge was taking the concept of Urban Decay, which people have responded to so passionately, and turning it into a real, viable business. I got through it by being lucky enough to meet Eric Jimenez and Tim Warner. They are industry professionals who know how to drive and build a business. We would not be where we are today without them.
Q: What's your beauty mantra?
A: The same as the brand... beauty with an edge. Even if I am not wearing much makeup, I always try to add a little something unexpected to my look. Maybe I'm not wearing eyeshadow, but I'll apply bright blue mascara that day instead.
Q: What skin care and hair care brands might we find in your bathroom?
A: I like a lot of the Mychelle products for skin care, along with Bliss Labs' Sleeping Peel Serum. I use Alba Botanica Sport for sunscreen (contains avobenzone for sun protection, but less yucky ingredients than most chemical sunblocks). For hair, I use Kerastase shampoo, conditioner, and mousse. I love the Shu Uemura Fiber Lift gel. And Frederick Fekkai makes a great wave spray called Summer Hair that I love -- it's the only wave spray I've found that doesn't leave your hair crunchy.
Q: We've heard you have some pretty amazing hobbies, like surfing. What else are you into right now?
A: I love to mountain bike with my husband and snowboard with my family. I'm also into running on the beach, tennis and yoga. My husband and I recently took an amazing trip to Alaska to go snowboarding in the Chugach Mountains, only accessible by helicopter!
