Urban Decay has launched a new campaign - 'Pretty Different.'

The brand has also recruited a collective of 'global citizens' to promote its new campaign -- CL, Ezra Miller, Joey King, Karol G, and Lizzo Shake.

Urban Decay first launched in 1996. The original press release declared that the products were "for the eyes, nails, lips and skin of girls and boys who want to rattle the notion of what beauty is and put their own stamp on it" and kicked off the brand's mission to challenge the status quo, reminding people that makeup is for anyone and everyone and should always be fun, untamed, and unexpected.

Urban Decay continues to reject the sameness that runs through the beauty industry with the launch of "Pretty Different," a manifesto that embraces pure, unapologetic individuality.

'Pretty Different' is our anthem for fellow makeup junkies who don't subscribe to beauty standards," says Wende Zomnir, Urban Decay's Founding Partner. "It's our tribute to individuality because everyone is pretty different. It's our approach to reinventing what it means to be a beauty brand."

Five New Spokespeople

With "Pretty Different," Urban Decay is also announcing five new spokespeople, a collective of trailblazers who refuse to accept forced standards and instead champion uniqueness. Ezra Miller, Lizzo, Joey King, Karol G, and CL star in the campaign and will front upcoming Urban Decay launches throughout the year, serving as advocates for being "Pretty Different."

"Our UD Citizens are dynamic, global voices that stand up for what they believe in," continues Zomnir. "They are the true definition of 'Pretty Different' and embody the spirit of UD. Because being different doesn't only mean being 'weird' or going against the status quo—it means you being you."

The #PrettyDifferent global movement goes live today across digital, social media, and out-of-home ads.