Urban Decay has appointed Alexandra French as their new global makeup artist in residence. The Emmy Award-winning makeup artist, who is acclaimed for her work on Euphoria, joins the brand in a natural extension of its “Perform Don’t Conform” platform; her daring, maximalist vision of beauty aligns with Urban Decay’s dedication to expressive, culturally resonant makeup.
“Urban Decay has always been synonymous with individuality, self-expression, and pushing creative boundaries. These principles not only correspond with who I am as an individual, but also artistically. Creating playful makeup looks feels akin to indulging in candy, and I’ve always been a fan of adorning a visage with hues, glitter, and crafting a persona. It was such a seamless alignment that accepting the role was never truly a consideration.” French confides to Hypebae.
The brand-new role extends far beyond campaigns and content creation. French will also be working closely with Urban Decay on new product development—identifying market voids and integrating her insights into the entire product-development process, from formulating and finishing to shade selection and product naming. This collaboration is also aimed at influencing how the brand presents itself creatively, from how it narrates stories on social media to how it educates and innovates, reflecting Urban Decay’s ongoing drive to enhance its reputation in the artistic arena and among Gen Z beauty enthusiasts.
Moving forward, we engage in a conversation with Alexandra French about her partnership with Urban Decay and her approach to using makeup as a catalyst for self-assurance.
On Her Ascension to Urban Decay’s Global Makeup Artist in Residence
The honor of being named Urban Decay’s Global Makeup Artist in Residence is a dream come true. Upon the team’s initial proposal of this role, my reaction was a blend of exhilaration, gratitude, and incredulity. Long before my tenure as a professional makeup artist had begun, Urban Decay was a brand that exuded a distinct aura. As a youth, I gravitated toward the brand’s audacity—the spectrum of colors, the demeanor, and the ethos that makeup need not adhere to conventional norms. They were invariably one of the only brands offering vibrant shades and textures to experiment with, capturing my interest, especially since I was nurtured as a painter. Urban Decay epitomized liberation, creativity, and assertiveness during a period when I myself was still crystallizing my own style and identity.
That’s why this opportunity feels rather serendipitous. Transitioning from an admirer of the brand, experimenting with its wares while mastering makeup techniques, to now influencing its trajectory on a global scale is not something I take lightly. Every stage of my professional journey has revolved around seeking novel means to convey stories through makeup, with Urban Decay being an integral part of that narrative from the very outset.
On the Significance of the Partnership to Her
What renders this partnership profoundly meaningful in the current landscape is the prospect of contributing beyond the realm of makeup artistry. Undoubtedly, artistry will perpetually remain central to my endeavors, but the opportunity to collaborate on product innovation, impart ideas garnered from interfacing with diverse skin tones and demographics, and facilitate the realization of innovative concepts is extraordinarily thrilling. Securing a seat at the table where imaginative notions are actualized into tangible products represents a fantasy for any artist.
I am eager to assist in sculpting the trajectory of Urban Decay—advocating for individuals to express their authenticity not just through inspiring makeup looks, but by contributing to products and experiences that empower self-expression. The level of collaboration, trust, and creative alliance that characterizes this role is what makes it so extraordinary, and I am brimming with anticipation for what we are poised to craft together.
On Her Objectives
One of the aspirations I harbor concerning this role is bridging the divide between artistic craftsmanship and product development. In my day-to-day capacity as a practicing makeup artist, I devote myself to comprehending the needs of individuals, what fuels their inspiration, and where potential for innovation lies. Being in a position to infuse this tangible perspective into the product development lab is incredibly stimulating, as it enables us to produce wares that are not solely beautiful but genuinely practical, striking, and unforeseen. I am intent on creating products that liberate creativity and prompt people to contemplate their approach to makeup differently, rather than merely replicating existing market offerings.
Artistically, I aspire to delve deeper into coloration, texturization, contrast, and to simply revel in the process! My fondness for makeup that boasts expression and intimacy is unwavering. Looks that compel individuals to pause and experience an emotional response. Whether that manifests through bold, publication-inspired artistry, unconventional color blends, or reimagining classic techniques in a contemporary light, I am striving to produce work that reminds people of the unbounded potential of makeup. Some of the most exhilarating beauty moments emerge from the act of trial and discovery—unexpectedly unveiling facets of one’s self.
On Her Affinity for the Brand
Urban Decay captivated me due to its unrestrained perspective. I perceived the brand as a distinctive entity. The color spectrum was more pronounced, the campaigns more expressive, and there existed an atmosphere that celebrated individuality over uniformity. At a time when the beauty industry was often normative, Urban Decay endowed people with the autonomy to explore their identity through makeup. It was profoundly inspiring, and its relevance reverberates through my career trajectory to this day.
[Makeup] possesses the potential to transform not just someone’s appearance, but their emotional state. Some days, makeup can be subtle and unfussy; other days, it can be artistic, communicative, and thoroughly metamorphosing. What I cherish about Urban Decay is its embrace of all these possibilities. The brand fathoms that makeup isn’t confined to one category or singular function. It can morph into whatever the individual desires it to be.
