01.27.22
Urban Decay debuted its new clean and green collection at 9 a.m. this morning, and it's called 'Wild.'
The collection is vegan, and the formulas are 'clean.' The products are formulated without parabens, BHT, mineral oils, petrolatum, and more,
The Wild collection features the Wild Greens Eyeshadow Palette and Wild Lash Mascara.
The decorative packaging makes a statement—take a look above.
UD's First-Ever 'Plant-Powered Mascara
Wild Lash Mascara is 'plant-powered,' the brand says, and Urban Decay's first 'natural' mascara formulation—made with 99% naturally derived ingredients. The glossy black color lasts 16 hours, the brand says.The formula includes avocado and sunflower oils to hydrate lashes, while colza flour, cassava starch, and coconut oil boost volume.
Wild Lash Mascara delivers hydration, volume, curl, and lift with the help of its curvy, oversized leaf-shaped brush. Even the brush fibers are made with natural ingredients—castor beans. Its uniquely curved shape is designed to simultaneously build volume and push lashes up, while the extra-long bristles lengthen and separate for a fanned-out look.
The teal tube is made from 30% post-consumer recycled materials.
The 'clean' ingredient list means the mascara is formulated without:
- Cyclic Silicones (D4, D5, and D6)
- SLS & SLES
- TEA (Triethanolamine)
- Zinc Oxide
- Formaldehydes
- PFAs Compounds
- Retinyl Palmate
- Triclosan
Wild Greens Eyeshadow Palette
The team at Urban Decay says the new Wild Greens Eyeshadow Palette features "a dozen silky shadows all with a hint of California avocado oil for bold, brilliant color that stays put."The velvet-like vegan formula includes responsibly sourced mica and silica for easy blending and shine—minus chalky talc. The twelve eyeshadows include earthy neutrals and lush greens in matte, shimmer, and metallic finishes.
The palette is paperboard, made from eco-friendly paper.
