Beauty Buzz: Urban Decay Big Fatty Mascara in Flipside

Urban Decay debuted in the Nineties as an edgy makeup brand with hues such as “Gash” and “Smut.” Now, over 10 years later, the line has become a staple at Sephora and has grown to feature a wide range of glamorous cosmetic products that still have a little wordplay with the titles as well as a cult following. Private equity firm Castanea Partners, the owner of equally fun fashion brand Betsey Johnson, saw opportunity within the brand and recently acquired it. Industry sources put Urban Decay's sales at $100 million, as previously reported in HAPPI.

One of my favorite products from Urban Decay’s Spring 2009 collection is its travel-sized Big Fatty Color Mascara range. Known for its Pucci-inspired packaging and thickening formulation, the mascaras are infused with hemp oil, Vitamin E, shea butter and jojoba oil to lengthen and moisturize lashes. The products are also available in jazzy hues such as Purple Haze (deep purple) or Black Cherry (burgundy).

The line recently added a new color to its roster: Urban Decay Big Fatty Mascara in Flipside ($17), a universally flattering blue-green shade for the eyes. A Child of the Eighties, turquoise eyeliner is forever a staple in my cosmetic accoutrement, making a debut sometime during the Spring or Summer every year or two. But turquoise mascara is a rare bird. The closest you could get is the occasional royal blue hue in mass-market brands such as Maybelline.

Being a fan of Urban Decay’s Waterproof 24/7 Glide-On Eye Pencil ($16) in the same Flipside hue, the blue-green mascara creates a daring display for the peepers when paired together with the complementary eyeliner. For full-on razzle dazzle, add a swipe of the brand’s full pigment Half Baked gold eyeshadow ($16) to lids.

A turquoise-topped eye is a modern take on the classic black eyeliner/mascara look. Give it a try. After all, makeup is all about exploring the vast palette of hues available within the marketplace.