Urban Decay

One eyeshadow palette released in 2010 has sold more than 40 million units. A single skew pulling 40 million units through is almost unheard of in color cosmetics, where the average palette sees a two to three year life before discontinuation. Urban Decay launched in 1996 with a clear counter positioning, anti-pink makeup, for women who found the mainstream cosmetics aisle too traditional. The found is named colors roach, oil slick and acid rain, and the packaging used industrial black and purple, rather than the blush and gold tones of the established houses. LVMH briefly owned the brand between 2000 and 2003, sold it back to management, and then L'Oreal acquired it in 2012 for approximately $300 million.