EXCLUSIVE: Urban Decay Taps Mariah the Scientist, Looks to Lure Gen Z

"Urban Decay has added a new ambassador, product launch and retail channel all at once. The makeup brand has tapped R&B songstress Mariah the Scientist to front its newest Tube Job Mascara campaign, which has debuted exclusively on TikTok Shop, making Urban Decay the first brand within L'Oréal's Luxe division to foray onto the social commerce platform. Retailing for $25, the tubing mascara comes in four shades and features an 89 percent serum-infused formula."

"" Urban Decay was built on that creative rebellion that gives a stage to all the beauty rebels, dreamers and disruptors," said Yann Joffredo, global brand president of L'Oréal Luxe. "We are looking now to make that approach more timely and relevant to the new generation." In July, the brand tapped adult content creator and influencer Ari Kytsya to front its reformulated All Nighter makeup setting spray, declaring a "blandemic" - or, a pervasive rise in aesthetic sameness - via a viral campaign."

""We're kind of done with the 'clean girl' aesthetic we've seen over the last several years and are seeing conversation shift online back to real makeup, so that's the idea - to bring back a real, strong point of view on makeup," Joffredo said, adding that Urban Decay is the number-one prestige brand in eyeliner and eyeshadow, and with this launch looks to add the top title in mascara under its belt, as well."

Urban Decay launched Tube Job tubing mascara with R&B artist Mariah the Scientist as campaign ambassador, debuting exclusively on TikTok Shop as L'Oréal Luxe's first presence on the platform. The $25 product arrives in four shades and contains an 89 percent serum-infused formula. The launch targets Gen Z while leveraging Urban Decay's Millennial heritage and category strength in eyeliner and eyeshadow to pursue leadership in mascara. The brand emphasizes creative rebellion and a "perform, don't conform" platform by partnering with performers and using playful lab imagery. Prior campaigns challenged aesthetic sameness and promoted bolder, real makeup looks.

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