Challenging cliché beauty standards and embracing individuality, Urban Decay lives by the mantra that we’re all pretty different. Giving us the tools to make our own rules, its cruelty-free collection of super-pigmented, high-performance products are lauded by beginners and experts alike. Scroll our Urban Decay at ASOS edit for the brand’s long-wearing foundations, shimmer bronzers and volumising mascaras, as well as its iconic eyeshadow palettes, primers and setting sprays – the hype is real.