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CLEO (Malaysia) - - THE BEAUTY BOX -

row­ing up, I was the kid who con­tra­dicted ev­ery so­ci­etal ex­pec­ta­tion. I didn’t like play­ing with dolls, I wouldn’t sit still long enough to pick up any mu­si­cal in­stru­ments, and let’s not get started on my mother’s at­tempt to put me in frilly dresses (I’d never go near them!). In­stead, I was more com­fort­able in my over­alls, en­gaged in sports, and of­ten found with my hands buried in the sand. My tomboy­ish be­hav­iour was why my mother was con­vinced I couldn’t be in­ter­ested in any­thing re­lated to make-up or the art of look­ing pretty.

Thank­fully, beauty ideals and the land­scape of the beauty in­dus­try has changed a lot since then. Set foot into any cos­met­ics store to­day, and you’ll be wel­comed by a tech­ni­colour wheel of colours and tex­tures. Make-up wear­ers are no longer con­fined to peachy pink. Thanks to the likes of Kylie Jen­ner — whose plump lips are the de­sire of ev­ery teenage girl — we’re lit­er­ally en­cour­aged to colour out­side the lines. On a re­cent trip to New York City, I had the hon­our of at­tend­ing the Ur­ban De­cay Vice launch in con­junc­tion with the brand’s 20th an­niver­sary. I also had the op­por­tu­nity to speak with the found­ing part­ner and chief cre­ative of­fi­cer Wende Zom­nir, who is in no small way re­spon­si­ble for this ma­jor tidal wave of change in the beauty world. Ur­ban De­cay’s de­ci­sion to wipe out its en­tire col­lec­tion of lip­sticks — only to re­place it with 100 new shades — may seem like a ridicu­lous idea, but it’s a move be­fit­ting the brand. Af­ter all, its foun­da­tion is held to­gether by a ta­pes­try of fun, fem­i­nin­ity and edgi­ness. “Our brand has al­ways been about colours, and hav­ing many dif­fer­ent shades of lip­sticks is just some­thing we wanted to of­fer peo­ple — that’s our main goal,” ex­plains Wende.

And a plethora of lus­cious colours is ex­actly what we got. The gor­geous new Vice lip­pies that come in six great fin­ishes have been re­for­mu­lated, repack­aged and rein­tro­duced to the world. For diehard fans, this means you can now get your hands on brand-new hues in the tex­tures of Mega Matte, Com­fort Matte, Cream, Me­tal­lized, Sheer and Sheer Shim­mer. As if you aren’t al­ready spoilt for choice, you’ve also got 50 re­designed lip pen­cils com­ing your way.

Ruby Rose and Wende Zom­nir mak­ing all our beauty dreams come true. Show­ing off the 100 lip shades of Ur­ban De­cay’s new Vice col­lec­tion. Equal parts fierce and fem­i­nine, Ruby was the nat­u­ral choice for Ur­ban De­cay.

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