Urban Decay’s New Era: Dove Cameron, Dual Personas & A Finer‑Than‑Ever Setting Spray

Urban Decay is officially out of its quiet girl era. The brand is stepping into a louder, more experimental chapter built on reinvention, transformation and “beauty that refuses to behave.” And fronting this new mood? Emmy‑winning actress and multi‑platinum singer‑songwriter Dove Cameron.

Alongside a fresh Naked launch and a quietly huge upgrade to one of the world’s most famous setting sprays, this week basically marks Urban Decay’s full rebrand into 2025.

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Dove Cameron Is the Face of Urban Decay’s Next Chapter

Urban Decay has tapped Dove Cameron as the new face of its era of outspoken beauty—a strategic move that makes sense on every level.¹

Cameron has built her career on transformation: Disney darling to alt‑pop star, red‑carpet romantic to high‑glam goth. That constant reinvention mirrors exactly what Urban Decay is trying to say right now: your makeup doesn’t have to fit a single “aesthetic” or personality.

Two Personas, One Face: The New Campaign Concept

In the new campaign, Dove embodies two contrasting personas created with Urban Decay’s latest launches, including the Naked Shaped Multi‑Tasking Eyeshadow Palette.²

Think of it as a visual love letter to switch‑up girls:

• Persona 1: Soft, sculpted, everyday glam

  • Neutral, softly contoured eyes
  • Strategic shimmer on the inner corner and lid
  • Balanced, wearable for work, dates, and everything in between

• Persona 2: Dark, bold, anti‑“clean girl” energy

  • Smoked‑out liner and deeper metallics
  • More graphic placement, more intensity
  • Club‑ready, stage‑ready, or just main‑character‑in‑your‑kitchen‑ready

The point: you’re allowed to be both—on the same day. The palette is designed so you can build from sheer wash to editorial drama without switching products.

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Meet the Naked Shaped Multi‑Tasking Eyeshadow Palette

Urban Decay’s Naked line has always defined eye trends, and the Naked Shaped Multi‑Tasking Eyeshadow Palette is clearly meant as the next evolution.²³

What we know and can infer from the positioning and brand’s usual formulas:

• Multi‑tasking textures
  Expect:

  • Matte shadows that can double as contour/liner
  • Shimmers for eye‑brightening, halo eyes, and soft spotlight looks
  • Possibly hybrid shades that work as highlighter or brow bone lift

• Shade curation for shape, not just color
  Rather than only “warm vs cool,” this palette seems built to sculpt and reshape the eye:

  • Transition shades for socket and crease definition
  • Deeper tones designed to elongate or round out the eye
  • Light-reflecting shades that visually pull features forward

• Persona‑proof payoff
  Urban Decay is leaning back into its roots: high‑impact pigment with blendability, so one palette goes from office‑safe to main‑stage glam without turning muddy.⁴

If you’ve felt like recent palettes across the industry blurred into the same soft beige‑pink story, this is Urban Decay’s statement that they’re done participating in the “makeup blandemic.”⁵

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The Setting Spray Glow‑Up: Finer Mist, Same All‑Nighter Attitude

One of the world’s most popular setting sprays just got its first major technical upgrade in years: a new mister that delivers a spray that’s 22% finer than the original.⁶

Why that matters:

• More even distribution
  A finer mist means:

  • No random wet dots
  • Less chance of disturbing cream products
  • More natural, skin‑like finish instead of a visible film

• Better all‑day hold
  Because the formula is applied more evenly, it can lock down:

  • Base makeup (foundation, concealer, blush, bronzer)
  • Eye looks built with powders and creams
  • Complexion products layered for both work days and nights out

• Flexible enough for “double‑duty” days
  The improved mister supports the reality of modern beauty routines:

  • 9–5: Lighter, softly set complexion and eyes
  • 5–late: Add liner, deepen the crease, re‑spray with the finer mist—no cakiness, no patchy breakdown

Urban Decay’s All Nighter range has been a backbone of the brand for years; this kind of upgrade signals that they’re investing in performance, not just packaging refreshes.⁷

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Urban Decay vs. the “Makeup Blandemic”

Earlier this year, Urban Decay made waves by partnering with an OnlyFans creator in a campaign aimed at ending the so‑called “makeup blandemic.”⁵ The message was provocative but clear: the brand doesn’t want to exist in a world where every face looks like the same desaturated filter.

Taken together, the moves paint a cohesive story:

• Dove Cameron partnership: Beauty as transformation, not consistency
• Naked Shaped palette: Sculpting the face into different characters, not just “soft glam again”
• Upgraded setting spray: Longwear that can withstand all those persona changes and late nights

Urban Decay is staking out its territory: bold, high‑performance formulas made for people who are tired of playing it safe.

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What This Means for Your Makeup Bag

If you’re thinking of updating your collection for 2025, here’s where this news fits in:

• You want one palette that can take you from Zoom calls to midnight cab rides → the Naked Shaped Multi‑Tasking Palette is positioned to be that do‑it‑all eye kit.
• You’re already loyal to All Nighter or any cult‑favorite setting spray → the 22% finer mist makes this the moment to rebuy; the actual wear and finish should visibly improve, especially on textured or drier skin.⁶
• You feel stuck in a single “look” → the Dove Cameron campaign is a reminder and a permission slip: your makeup can be chaotic, contradictory, and fun—Urban Decay is now openly courting that side of you.²⁸

And if you’re near one of their experiential events—like the Whimsical Winter pop‑up—expect this new “outspoken” identity to be amplified IRL, with bolder color, more interactive artistry, and plenty of content‑ready moments for your grid.⁹

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References & Links

Footnotes

1. Urban Decay taps Dove Cameron for a new era of outspoken beauty — PRNewswire (Aug. 21, 2025): Urban Decay’s official announcement of Dove Cameron as the face of its new, transformation‑focused era.
   https://www.prnewswire.com/news-releases/urban-decay-taps-dove-cameron-for-a-new-era-of-outspoken-beauty-302535092.html ↩

2. Urban Decay Taps Dove Cameron for New Campaign — Hypebae: Coverage of the campaign concept, Dove’s dual personas, and the Naked Shaped Multi‑Tasking Eyeshadow Palette.
   https://hypebae.com/2025/8/dove-cameron-urban-decay-campaign-naked-shaped-eyeshadow-palette ↩ ↩² ↩³

3. Naked Eyeshadow Palettes – Urban Decay: Overview of the Naked franchise and its evolution into multi‑use, sculpting‑focused palettes.
   https://www.urbandecay.com/naked-palettes/ ↩

4. New Makeup & The Latest Beauty Products – Urban Decay: Brand landing page highlighting fresh launches, including eye palettes, liners, lipsticks and face products supporting the new era.
   https://www.urbandecay.com/whats-new/ ↩

5. Urban Decay Uses OnlyFans Star to End Makeup “Blandemic” — Hello Partner: Analysis of Urban Decay’s bold campaign choices and the pushback against overly safe beauty looks.
   https://hellopartner.com/2025/08/06/sofires-hot-campaigns-urban-decay-uses-onlyfans-star-to-end-makeup-blandemic-but-for-better-or-worse/ ↩ ↩²

6. One of the World’s Most Popular Beauty Products Gets Its First Formula Change — The Looker / The Daily Beast: Details on the setting spray’s new mister that delivers a mist 22% finer than the original.
   https://thelooker.thedailybeast.com/one-of-the-worlds-most-famous-beauty-products-is-changing-its-formula/ ↩ ↩²

7. Urban Decay: Shop Best‑Selling Eyeliners, Setting Spray & Eyeshadows: Brand homepage featuring hero categories like All Nighter setting sprays and cult‑favorite eye products.
   https://www.urbandecay.com/ ↩

8. Urban Decay Big Moments: Round‑up of Urban Decay’s events, partnerships, and cultural activations reflecting the brand’s louder, more rebellious positioning.
   https://www.urbandecay.com/our-moments.html ↩

9. Experience Whimsical Winter at Urban Decay’s Exclusive Pop‑Up — Instagram: Teaser for Urban Decay’s participation in a global beauty pop‑up experience.
   https://www.instagram.com/p/DRNKvOvE8e-/ ↩