Ami Colé’s Goodbye, Urban Decay’s Gamble — and What It All Means for Beauty’s Future

Summary

Gloss Angeles Episode Summary: "Ami Colé’s Goodbye, Urban Decay’s Gamble — and What It All Means for Beauty’s Future"

Release Date: July 22, 2025

In this poignant and insightful episode of Gloss Angeles, co-hosts Kirbie Johnson and Sara Tan delve deep into two major happenings in the beauty industry: the heartbreaking closure of Ami Colé, a beloved Black-owned beauty brand, and the bold new directions taken by Urban Decay. The conversation is enriched with expert opinions, personal reflections, and actionable insights, making it a must-listen for beauty enthusiasts and industry insiders alike.

---

1. The Closure of Ami Colé: A Loss for Black-Owned Beauty Brands

Announcement and Background The episode opens with the somber news that Ami Colé, a prominent Black-owned beauty brand founded by Jada and Daya Mbaye, is shuttering its operations. The brand, known for its premium cosmetics stocked at Sephora and backed by L'Oréal, confirmed its closure in September [08:25].

Founder's Journey and Challenges Kirbie and Sara reflect on Jada Mbaye’s journey, highlighting her initial success fueled by the surge in support for Black-owned businesses post-2020. Jada’s candidness in her New York Magazine piece for The Cut reveals the systemic challenges she faced, from securing sustainable funding to managing fluctuating inventory demands [08:28].

Industry Implications The hosts discuss the broader implications of Ami Colé's shutdown, emphasizing the precarious nature of the beauty industry for minority-owned brands. Kirbie states, “If Ami Colé is struggling, how are other brands without similar support going to survive?” [12:04]. They critique the role of major retailers like Target, arguing that while Target supports a diverse range of brands, the pressure to maintain inventory and sales can lead to the downfall of even well-loved brands [10:42].

Community Reactions and Support Highlighting community responses, Sara shares a poignant tweet from Kayla Greaves, urging consumers to support Black-owned brands instead of engaging in performative activism. Kirbie adds, “Ami Colé is truly made for Black and Brown women... it's as good as any other brand” [14:25]. The hosts express hope that increased visibility and community support might lead to Ami Colé’s revival, stressing the importance of persistent patronage [17:41].

Notable Quotes:

• Sara: “There is just no future in this industry if we are not supporting Black-owned beauty brands.” [13:59]
• Kayla Greaves (via Twitter): “Instead of rants, use social media space to support the ones who do.” [14:22]

---

2. Urban Decay’s Bold New Moves: Reclaiming Its Edgy Identity

New Appointments and Campaigns Shifting gears, Kirbie introduces Urban Decay’s latest strategic moves, starting with the appointment of Lockie Stonehouse as the new Global Makeup Artist in Residence [18:40]. Lockie, renowned for his daring and editorial makeup artistry, is seen as a beacon of the brand's renewed commitment to edgy and expressive beauty.

Urban Decay’s Anti-Blandemic Campaign The hosts dissect Urban Decay’s provocative campaign featuring Ari Kitzia, a 24-year-old sex worker and OnlyFans personality. Through a satirical public service announcement titled “The Blandemic,” the campaign criticizes the industry’s shift towards minimalistic and conformist makeup looks [21:14]. Kirbie remarks, “This is probably the funnest thing I've seen in months,” praising the brand’s return to its rebellious roots [22:33].

Reinvigorating the Brand’s Edge Kirbie and Sara draw parallels between Urban Decay’s former edgy persona and its current resurgence. They highlight how collaborations with unconventional figures like Ari Kitzia and Lockie Stonehouse signify a strategic pivot towards embracing individuality and artistic freedom. Sara notes, “This is the future of beauty and artistry,” underscoring the brand’s alignment with contemporary cultural shifts [25:21].

Impact on the Beauty Industry The hosts believe Urban Decay’s bold moves will inspire other brands to prioritize creativity and authenticity over homogenized beauty standards. Kirbie highlights the importance of such strategies in attracting younger generations and fostering a diverse, inclusive beauty landscape [26:10].

Notable Quotes:

• Ari Kitzia (via Urban Decay video): “It's time to end this plague of dry because I'm not turned on and neither are you.” [21:46]
• Kirbie: “Urban Decay is getting back to business... it's a breath of fresh air.” [23:37]

---

3. Current Beauty Trends and Product Recommendations

Tiny Lipsticks: The New Must-Have Kirbie and Sara discuss the rising trend of miniature lipsticks, likening their sleek, pen-like design to that of cigarettes, adding a touch of nostalgia with 90s model and Kate Moss comparisons [02:00]. They enthusiastically recommend upcoming products like Valentino Balms, praising their versatile shades suitable for summer [03:20].

Favorite Products Spotlight

• NARS Pot Concealer: Kirbie shares her revamped technique for using the product, emphasizing its full coverage and unique texture, which she finds game-changing for issues like melasma [04:21].
• Hourglass Eyeshadows: Both hosts laud Hourglass for their high-quality eyeshadows and brushes, considering them a staple despite not unveiling any new exciting products recently [02:31].
• Fito Sernaz Sisley: High praise is given to these long-lasting products, with Kirbie humorously noting their likely expired status yet refusing to discard them [05:44].

Notable Quotes:

• Kirbie: “If you want to feel fucking hot, put on some makeup.” [26:14]
• Sara: “It's the act of doing makeup... it just makes all the difference.” [26:14]

---

4. Community Engagement and Future Outlook

Call to Action for Listeners Towards the end of the episode, Kirbie and Sara invite their listeners to engage by sharing their thoughts on Ami Colé’s closure and Urban Decay’s new direction via Spotify comments and their social media platforms [27:25]. They emphasize the importance of community support in shaping the future of the beauty industry.

Optimistic Future for Beauty Despite discussing closures and industry challenges, the hosts maintain an optimistic outlook. They express hope that the backlash against Ami Colé will lead to increased support for minority-owned brands and that Urban Decay’s strategic shifts will inspire broader change towards inclusivity and artistic freedom in beauty [17:41].

---

Conclusion

In this episode, Gloss Angeles delivers a compelling narrative on the current state and future of the beauty industry. Through heartfelt discussions on Ami Colé’s closure and Urban Decay’s strategic gamble, Kirbie Johnson and Sara Tan shed light on the systemic issues facing minority-owned brands while celebrating the resurgence of creativity and inclusivity. Their blend of expert insight, personal anecdotes, and community-focused dialogue makes this episode both informative and emotionally resonant.

---

Notable Quotes Summary:

• Kirbie Johnson:

  • “Urban Decay is getting back to business... it's a breath of fresh air.” [23:37]
  • “If you want to feel fucking hot, put on some makeup.” [26:14]

• Sara Tan:

  • “There is just no future in this industry if we are not supporting Black-owned beauty brands.” [13:59]

• Ari Kitzia (via Urban Decay video):

  • “It's time to end this plague of dry because I'm not turned on and neither are you.” [21:46]

• Kayla Greaves (via Twitter):

  • “Instead of rants, use social media space to support the ones who do.” [14:22]

---

Final Note: To stay updated with the latest in beauty trends, industry news, and insightful discussions, tune into future episodes of Gloss Angeles every Tuesday and Friday.

Transcript

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[Kirby]

Los Angeles.

[Sarah]

Hi, Kirby.

[Kirby]

Hi, Sarah. Welcome to Los Angeles. Okay, I have a trend that I would like to report. It's not banana. Although banana is going strong. And I really just want to say we were on top of the banana frenzy. Okay. We were.

[Sarah]

No, not Banana Girl Summer. Banana girl year.

[Kirby]

Wow. Banana girl year. Wow.

[Sarah]

Okay.

[Kirby]

You said it. You said it. I was gonna say banana girl Summer. Golden girl summer. No, what was the other one? Cherry girl summer. No.

[Sarah]

Remind me when we do our end of year roundup.

[Kirby]

I'm like, sarah, how are those bananas? How you like them?

[Sarah]

Bananas. Okay. I am a frequent consumer of bananas. We buy bunches and bunches of bananas a week.

[Kirby]

Same. It's like, I need potassium.

[Sarah]

Yeah, we all do. You probably do too.

[Kirby]

Everyone needs potassium. Talking to everybody, listening. Bananas are great and the general public. But, you know, I've noticed that there are so many more banana products popping up because people are tagging me like, Kirby.

[Sarah]

Yeah, I know.

[Kirby]

Banana.

[Sarah]

Banana Ambassador. You have to be a banana for Halloween.

[Kirby]

Shakita, where are you at, Boo?

[Sarah]

Or literally.

[Kirby]

So ready for, like, some kind of, like, banana smoothie at my Halloween party?

[Sarah]

Oh, my God. Yes.

[Kirby]

Let's do it.

[Sarah]

Oh, my God. So good.

[Kirby]

Okay, so no, not bananas. Although. Yes, bananas. But we're starting to see more and more of these teeny, tiny little lipsticks. These little skinny. They've gone on a GLP1. They're very tiny. They're very thin.

[Sarah]

They're very 90s model.

[Kirby]

They're very Kate Moss. And they kind of remind me of cigarettes in a way.

[Sarah]

Yeah, totally. Yeah.

[Kirby]

It all is relevant in my opinion.

[Sarah]

Who was it? Was it Hourglass that made, like. They were small and skinny, and then it was refillable, and then it had, like, the long tip at the end. So it was like a pen or a cigarette.

[Kirby]

I still have mine.

[Sarah]

I still have one in glass.

[Kirby]

Is that an hourglass? Yes.

[Sarah]

Okay.

[Kirby]

And by the way, Hourglass. I have been sleeping on Hourglass. I mean, I've loved Hourglass, but I've just never been, like, there wasn't super anything super exciting for me recently.

[Sarah]

Totally.

[Kirby]

Their new eyeshadow quads. I was reminded how much I love their eyeshadow brushes. And their eyeshadow is so beautiful.

[Sarah]

Yeah. Their product is just a staple. It's a staple.

[Kirby]

So good.

[Sarah]

It's like Mac makeup forever. Does not disappoint.

[Kirby]

Totally. I have to give them their flowers because they really do the damn thing. But there are so many what we're noticing that haven't even launched yet. Little teeny Tiny lipsticks.

[Sarah]

Give me mini.

[Kirby]

I had someone several months ago give me a sneak peek of a brand that they're launching. Teeny Tiny Lipstick. There's a new brand coming out soon.

[Sarah]

Teeny Tiny Lipstick.

[Kirby]

The new Valentino Balms.

[Sarah]

Oh, yeah.

[Kirby]

They look like lipstick, but they're teeny tiny. But they have the Valentino spike on them. They are gorgeous.

[Sarah]

Yeah.

[Kirby]

There's an orange that I was like, I would never normally gravitate towards this, but it was the first one I swiped. And it's just this really beautiful, peachy, almost flush on your lips. It's perfect for summer.

[Sarah]

Yeah.

[Kirby]

But I put the pink one on the other day and, like, ran out and someone was like, oh, my God. I don't think I ever see you wear pink, you know, on your lips. Cause it's always, like, more muted. It's not like a bright pop. And I'm like, okay, I'm all in. The Valentino lip products are so good, by the way. There's so many good products out right now that I'm, like, so excited to do my makeup work.

[Sarah]

I know, Me too. Like, I get excited.

[Kirby]

I'm like, yee.

[Sarah]

We have the privilege of also being able to, like, start fresh, like, you know what I mean?

[Kirby]

Yeah. But just breaking everything off of it. Get out of here. Starting from scratch. But, you know, I. I wanna also shout out something that I've just been loving using on my face for my complexion. And it's the Nars pot concealer.

[Sarah]

Concealer.

[Kirby]

And I revisited it because I saw somebody on, I think, TikTok being like, when you know how to use this product properly, you will never not use it. And I think so many people see the pot and they just, like, dig a brush in there and then just swipe, swipe, swipe, swipe, swipe. And it's so thick, you have to.

[Sarah]

Like, warm it up.

[Kirby]

You have to warm up in your fingers. So she literally took. And I was like, thank God I have. This is the only time I want make underneath my finger.

[Sarah]

Yeah.

[Kirby]

The claws take a little tiny piece with your claw or if you have, like, a spatula.

[Sarah]

Yeah, spatulas.

[Kirby]

Which I do, but whatever.

[Sarah]

Who actually uses those? I mean, not me.

[Kirby]

Not me.

[Sarah]

Couldn't be me.

[Kirby]

I tried. The claw works better. Take a little tiny bit. You put it on your hand, warm it up, and then pat it between the two fingers. And then I'll go, like, right under my eye. Like, not, like, directly under near the lash line, but, like, where my orbital bone is. And then I buff it up with a beauty blender. And I've just been really loving how it looks. And then I'll, like, carve out underneath my cheekbones with it.

[Sarah]

It's definitely, like. It's a unique texture versus other concealers. It's, like, why it's so popular.

[Kirby]

Yeah. And obviously it's full coverage, so if you have too much, it can be really crazy. But I think that's also why I like it, because you can thin it out, but it still gives you that coverage. Especially, like, on my forehead in the summer with my melasma. I'm like, this is a game changer.

[Sarah]

Totally. Speaking of favorites that we have revisited. Fito Sernaz Sisley.

[Kirby]

Oh, I just was reorganizing my makeup and saw em. I'm, like, never getting rid of these. They were $112. So good. Still lasting. I don't care. They're probably expired at this point. We'll never get rid of them.

[Sarah]

I use it till the last drop.

[Kirby]

No, truly. They really are so good.

[Sarah]

So good.

[Kirby]

So good.

[Sarah]

Okay, so look out for those skinny minis.

[Kirby]

Look out for the skinny. I mean, I hate to, like, joke about that, but, like, you know, but it is.

[Sarah]

It's a nice shape because you can really get in there and, you know, define the shape of your lip. Build it up.

[Kirby]

Yep.

[Sarah]

I like it. Cause sometimes, especially if I'm, like, on the go using a fat lipstick. It's on my chin.

[Kirby]

Yes.

[Sarah]

It ends up on my chin.

[Kirby]

I really like the smaller circumference and being able to kind. You can even, like, turn it on its side and, like, line your lip with it.

[Sarah]

It's just.

[Kirby]

I really.

[Sarah]

And it looks so chic. Fits really nicely in your pocket or your purse.

[Kirby]

I'm really digging them. So look for the itty bitty teeny weeny lipsticks these days. This is our Tuesday episode. We have one huge piece of news and then one piece of news that I. I'm very pleasantly surprised about. Okay, so why don't you kick us off?

[Sarah]

Okay. So we have some really, really sad news. Ami Kole, which is a Black owned beauty brand founded by Jada and Daya is unfortunately shuttering. So. So this is from Business of Fashion. So the premium cosmetics line stocked in Sephora and backed by l' Oreal will shutter in September. Founder Jada and Jaya Mbaye confirmed on Thursday. So J wrote a piece for New York magazine's the Cut. And she explained, like, I thought it was a really beautiful piece. She explained, you know, how she got started. You know, talking from like all the way back in college when she was working at Sephora to commenting on, you know, into the Gloss post and how that led to her job at Glossier and then, you know, falling into wanting to start her own brand. But she also details like the trials and tribulations of starting a brand and the challenges she faced. She also, you know, was very honest about how she was able to start Amikole, which was, you know, in 2020 after George Floyd's death, there was obviously an influx of support for black owned businesses and she received a lot of funding offers that she hadn't previous to that year. And like anyone, she decided to, you know, take, take the money and start her business. And, you know, we had her on when she launched and Kirby and I are both such big fans of the brand. It's, it's such beautiful products.

[Kirby]

And one of the best mascaras on the market.

[Sarah]

Totally. The lip oil, there's, you know, like, I think that lip oil, one of the best lip oils on the market. Everything about it, the orange just, you know, it was so chic.

[Kirby]

The brushes.

[Sarah]

The brushes were beautiful. Yeah. And honestly, like, I was really shocked to hear that she decided to close. But then again, after reading the article and after, you know, we had Karen from We the People on the podcast a few months ago, obviously we've been talking Nonstop about tariffs.

[Kirby]

13 loon.

[Sarah]

13 loon having its own issues. It's not very surprising. It's just really unfortunate that this is the state of the industry right now that, you know, while so many brands can grow and build and succeed, brands like Ami Kole, who should have a fighting chance, cannot.

[Kirby]

I think too, for me, when I read this, my first thought was, and I know that they were not sold at this retailer, but go with me here. This is why we really do need to be patronizing Target. And I know that there's reasons for people not wanting to, but Melissa Butler of the Lip Bar has talked about this at length. Like you mentioned, Karen from We the People also has talked about this at length. And it's your decision where you want to spend your money. But when a brand finally makes it to a big box retailer like Target, they are under such pressure to not only keep inventory stocked in however many stores that they are obligated to be in, but if they are, if they are not moving the product, they have to destroy that product. They have to figure out how to get rid of it. And then on top of that, the retailer has to say, this is not good for business because you're not moving units. So granted, arguably Target shot themselves in the foot. They are the problem here that people do not want to support and patronize Target. And if you're kind of scratching your head wondering why they got rid of their DEI initiatives, we must also clarify that so many other huge corporations also sunsetted their DEI initiatives. My personal point of view is that Target has a ton more minority owned brands at their retailer than any other retailer.

[Sarah]

Yep.

[Kirby]

Especially their biggest competitors. A and B. When I walk into Target, I see probably the most diverse marketing out of any store. Like it.

[Sarah]

Right.

[Kirby]

I feel like they are inclusive in that way.

[Sarah]

Totally. Also, I want to say, like from the behind the scenes point of view, I see Target supporting a lot of black owned businesses as well as Asian owned businesses. Like, I see that they are, you know, in communication with these people and I know that they're not publicizing that, but I see it. And so I agree with you. Like, I think that even though maybe, I mean, we definitely do not think that, you know, cutting DEI initiatives is the right way to go 100%. Like we need those, but it's sort of like you're. They're still like walking the talk. They're still walking the talk.

[Kirby]

I think that's why my point is, is that they're still doing where. Doing it where it matters.

[Sarah]

Yes.

[Kirby]

Which is like providing these brands the opportunity to actually flourish and giving them the structure, the infrastructure to flourish.

[Sarah]

Yes. And then providing the customers with really inclusive brands so that you can find the shade that you need when you go into Target.

[Kirby]

And it just worries me when I see a brand like Ami Cole, which, like, if you thought of a brand, black owned brand, that was at the top.

[Sarah]

Yeah. If there was a roundup, if there was, you know, a spotlight, she was always featured.

[Kirby]

Yep. She always, she really led the pack. So now that she's sunsetting this brand after four years, I think that everybody should be on edge in a way.

[Sarah]

Yeah.

[Kirby]

Not to be alarmist, but because if she's struggling, then I don't know how some of these other brands that do not did not have the same opportunities as her are going to do. And so we know a lot of these founders in Target. Okay. We hear a lot of things. I talked to somebody earlier this year that was saying like, yeah, it's hitting us. It's hitting us badly. We have to figure it out. Like, we obviously are not gonna like tell people that they have to shop at Target to get our products. And the dot com is great.

[Sarah]

But the fact of the matter is if you want this brand to survive, you can't just order products from dtc. You have to go support them everywhere.

[Kirby]

Yes. So all of that to say is when I was reading the cut story in the back of my head, I kept thinking, can Olamide and her holding company, cost of doing business jump in.

[Sarah]

Yeah.

[Kirby]

And help. Because obviously they have topicals.

[Sarah]

Right.

[Kirby]

They now have bread. Ami Cole is completely different category.

[Sarah]

Feels like a good fit.

[Kirby]

I mean also it's a different category. So maybe Olamide doesn't feel that she.

[Sarah]

Doesn'T want to diversify in that way. Yeah. Right.

[Kirby]

And doesn't feel like maybe she has the resources to help.

[Sarah]

Yeah. And maybe that, that's why, like they've already had that conversation. But I do feel that this, there's been so much press around this. Like I have not seen one publication not post about it. Like every beauty editor, every.

[Kirby]

And not just the news. Like people are not just posting like this is happening. It's like this is devastating. Like there are editorial think pieces about like why this is actually really, really bad. Especially for. Yeah.

[Sarah]

In beauty in general.

[Kirby]

Yeah, beauty in general, totally.

[Sarah]

Like there is just no future in this, of this industry if we are not supporting black owned beauty brands or you know, if we're, we're talking about inclusivity and then, you know, a brand as amazing as Almi Kolei is not successful. Like, what are we doing? I just wanted to read this one thread from Kayla. Is that what you call a single, like a thread?

[Kirby]

Yeah, I guess that's right.

[Sarah]

Because I want to say tweet.

[Kirby]

Yeah, but it's a thread. It's a thread.

[Sarah]

And from Kayla Greaves, friend of the pod beauty journalist. She said, I'm gutted about the closure of Ami Cole. So I'm going to make noise about it. I need people to understand the time we're living in. Attention, whether good or bad, is what propels people, brands, companies forward. Your hot takes, call outs and rants are engagement. Engagement equals money and visibility. Instead of getting on social media and creating some viral controversy about the brands who don't care to cater to black consumers use that space to support the ones who do.

[Kirby]

Amen.

[Sarah]

Yeah.

[Kirby]

Mic drop. I saw that too. Such a smart take. The right take. I totally agree. Oftentimes when I see my black friends comment on these particular brands that did something egregious when it comes to, like, inclusivity and diversity, they're like, why are we up in arms about this? These people don't care about us. Like, this brand wasn't made for us.

[Sarah]

Right.

[Kirby]

And so I think also that's why this hurts everybody as much as it does because Ami Cole is truly made for black and brown women. Granted. Also incorporates products that I use same. And I think it's just as. As good as any other brand.

[Sarah]

100%.

[Kirby]

But one thing that Jada said in the cut article was that, you know, consumer products is a numbers game.

[Sarah]

Yep.

[Kirby]

And so you have to really toe the line between a strong community that you're building.

[Sarah]

Yeah.

[Kirby]

But also being able to reach the masses. So how do you do that? Nobody wants to alienate anyone. But also, I'm like, this brand had a point of view.

[Sarah]

Yeah.

[Kirby]

And that's rare.

[Sarah]

Right. And I think it just is really upsetting to hear that. I know that a lot of brands, no matter who they're owned by, they're struggling right now, struggling to get funding.

[Kirby]

Oh, I know some huge brands that are like, we are. It is not good.

[Sarah]

It's dark times.

[Kirby]

Yes.

[Sarah]

But I think it's just such a huge juxtaposition from, like, the amount of support that she got in 2020 and how it's just, like, radio silent right now.

[Kirby]

Also, I gotta say, I have to defend her because I saw a lot of the comments, like, on the Internet about this, and it was like, well, why did she accept that much money at that time? And I'm like, was she supposed to say no. Hmm. I'm not gonna accept all this money that's coming at me to build my dream.

[Sarah]

Right.

[Kirby]

Like, what are you talking about? Like, of course, like, the time she had to strike while the iron was hot.

[Sarah]

Yeah.

[Kirby]

And I know there's so much conversation about accepting too much money or, you know, like, how do you survive and scale at a Sephora when the demands are that high? But then, like, you know, they weren't sure what inventory was doing. Like, in the article, it says one week, like, the lip oil would be, like, on a frenzy because of a tiktoker. And then, like, you know, crickets for the next couple of weeks. And so they would have too much inventory. So it really. It truly is a numbers game. This is. This is like. I remember being like, whoa. But I think she was so smart. I think she was so smart to go to Lindsay People's Wagner and say, hey, can I write this? Like, this is what's going on. Because if anything, at least it wasn't just an Instagram post. I mean, not saying that that's a bad thing, but, like, no, this is, like, this is a business decision. I'm, like, I'm hoping that so many people see this and, like, so many people see the conversation around it that someone jumps in to be like, we're going to revive this.

[Sarah]

I really hope so. I. I think that will happen. I'm like, fingers crossed. Fingers crossed. Because if you. Yeah. I mean, just look at the amount of conversation that this has sparked. Like, obviously, this brand means so much to so many people, and it is such a huge loss if it truly is gone for good. But I. I do think that someone's gonna step in. I know that Jada said, you know, she's like, she's tired because she has been, like, you know, she's been hustling, hustling every day for the last year to get funding to save this brand.

[Kirby]

And by the way, like, Black women get 0.1% of VC funding. I think that's also a really important thing to call out here because, like, if you're getting offered fundraise funding, you take it.

[Sarah]

Yeah, 100%. Also, she's. I think she's two kids. She's, like, busy. She's tired. So, like, I really do hope someone comes in and saves the day, because she deserves it.

[Kirby]

I agree. Okay, let's pivot to news that I'm actually, like, this. I'm excited. I'm excited. I love a comeback story. Okay.

[Sarah]

Okay.

[Kirby]

So have you been following Urban Decay?

[Sarah]

I have not. I mean, I do, but I don't know what you're talking about, so tell me more.

[Kirby]

So the first thing that happened was they announced that they brought on Lockie Stonehouse, who is. Okay, Locky is.

[Sarah]

Talk to me like I'm four.

[Kirby]

Okay. Locky Stonehouse is their new global makeup artist in residence.

[Sarah]

Okay.

[Kirby]

He is an incredible makeup artist.

[Sarah]

Okay.

[Kirby]

Think daring, think editorial, graphic.

[Sarah]

Like, very urban decay. Like, to. To their core.

[Kirby]

Yes.

[Sarah]

Like.

[Kirby]

Like OG Urban Decay.

[Sarah]

Yes.

[Kirby]

Like, reminds me, like, I would categorize Lockyer as also being in the same category as is Amaya in terms of level of artistry.

[Sarah]

Got it.

[Kirby]

Okay.

[Sarah]

Okay. Like a true. True. Not that I'm not saying that other makeup artists aren't, but, like, coming from the world.

[Kirby]

Like, eccentric, almost.

[Sarah]

Yeah.

[Kirby]

Like, and works with, like, other eccentric artists. Like, Bob Racine. Like, incredible hairstylist.

[Sarah]

I'm looking at his Instagram. Oh, yeah. Gorgeous.

[Kirby]

He started at Mac, then he went to the l' Oreal team, worked with them for a while, left in 2020, and he became a beauty consultant. And people really just use him for his brain and his vision. And I was like, oh, okay. This seems like a new era of urban decay. Like, this is exciting. Then if you go to their Instagram, you can see this. There's an image. It says, sensitive content. This image may contain boring or bland content. Cy. And it's like, a blurred image of, like, a glossy skin with, like, a neutral looking L. Okay. And then the caption is, this look violates no community guidelines except ours. Then there's another similar photo that says, sensitive content. This image is censored for conformity. And it says, viewer discretion is advised. Excessive blandness. Then it says, sensitive content. This post contains no pigment and even less personality. And the caption is warning. Too bland to be seen. Okay. I was like, sign me up. Like, what is this? Because I have been saying this for a minute. I am bored as fuck with the beauty industry. After those three sequential posts, they post a video with Ari Kitzia. Do you know Ari Kitzia?

[Sarah]

Do not.

[Kirby]

Ari Kitzia popped up on my feed last year, and I started following her just because I thought she was cute and funny. Later I found out she's a sex worker and she's on OnlyFans, and she's 24 years old.

[Sarah]

Okay.

[Kirby]

She has, like, three different Instagram accounts. Like, I realized that when they posted her that I'm literally. I'm not even following her. I'm following one of her other accounts. Okay. Cause I was like, I thought I was following her.

[Sarah]

She's super cute.

[Kirby]

Super cute, really funny. She talks a lot about being a mattress actress. Okay. And I'm like, oh, okay, I see what they're doing here. The video says, expression gets flagged. Conformity goes viral. Censorship is out of control. Just ask Ari Kitzia. I'm gonna play you this video break.

[Ari Kitzia]

We interrupt your scrolls with an urgent message. We are in a blandemic. Wasn't makeup made to perform on stage, on camera, and yes, on mattresses? Censorship is out of control. Coming for my content. What really needs to be cancelled? Boring makeup. I'm not afraid to go all the way, but it seems like the world is no Glitter, no individuality, no expression. It's giving basics, not Bob. Fifteen steps for a barely there look. I mean, I've started roles with less coverage than that. It's time to end this plague of dry because I'm not turned on and neither are you. Let's blur the bland, bleep the boring, and bring uncensored makeup back to center stage. This has been a public service announcement from the Urban Decay anti blame broadcast.

[Kirby]

I think that Urban Decay is getting back to business, for lack of better words. I like that they are embracing who they are as a brand and not in a cheesy way. Remember when they launched their new eyebrow product and it was called, like, Big Bush?

[Sarah]

Yeah.

[Kirby]

And I was like, we have gone the wrong direction too.

[Sarah]

On the nose.

[Kirby]

I love so many Urban Decay products. All Nighter is still by far and away my number one use Setting spray. Moondust. Oh, yeah. Moondust. Midnight Cowboy or Space Cowboy. Can't remember the Cowboy something. I use it almost like at least once a week.

[Sarah]

Oh, wow. Okay.

[Kirby]

Love their dual ended eyebrow brow blade. So good in whatever Nana shade. Great. So great products. Like a brand we've known and trust for how. We were just talking about this earlier. A brand with longevity that we know, but felt kind of tired. Didn't know their place in this world.

[Sarah]

Yeah. Just figuring it out. Had new mom and dad.

[Kirby]

Yeah. And they've always been, like, super sexual. There's always that sexual innuendo with Urban.

[Sarah]

But it needs to be witty and clever.

[Kirby]

It needs to be of the times.

[Sarah]

Of the times. Like, it can't. Yeah. Like, big, but, like, it's too much. I see right through you.

[Kirby]

Yeah. I was like, this is like just.

[Sarah]

Like clickbait almost exactly.

[Kirby]

But working with Ari specifically, I think is going to be like the next frontier for this brand. I think that really is pushing an envelope. I was going through her Instagram story and she was talking about how important it was for, like, a huge brand like Urban Decay to partner with someone like her as a sex worker. Because oftentimes, like, no brands want to associate with her because of the fact that of, you know what she does for a living.

[Sarah]

Right, right. That's kind of huge for like, l'. Oreal.

[Kirby]

No, I'm. I was shook that l' Oreal was like, all right, let's do it. Let's do it. I mean, I tip my hat.

[Sarah]

L'.

[Kirby]

Oreal.

[Sarah]

Yeah.

[Kirby]

Like, because this is probably the funnest thing I've seen totally. In months.

[Sarah]

Yeah. Yeah.

[Kirby]

You know, like, it's. It's not, like, super polished. Like, and I agree, like, everything is so bland. We talked about this a couple weeks ago, how I feel like every piece of content looks exactly the same.

[Sarah]

Right, right. So I feel like every ambassador, it's like a love island. A Love is blind, a Bachelor. It's the same people.

[Kirby]

Yes. And while I do love My Islanders Season 7, I'm excited about this, and I think that she's really interesting for them. I can't wait to see what else they do with her. I hope they work with her, like, long term.

[Sarah]

Yeah.

[Kirby]

And then also having Locky in there, too, I think that I feel like.

[Sarah]

That'S a really, really good appointment. Not knowing anything about him, like, five minutes ago, but just looking at his page, it feel, like, really fresh and exciting, and he has a strong point of view. It's kind of like the Chanel, like, comic collective. Like, I feel like it's like a breath of fresh air.

[Kirby]

Yes.

[Sarah]

Like, this is, like, the future of beauty and artistry. And if you are trying to, like, speak to the younger generation and, like, also come up with, like, your new pov, you need some new blood. Like that.

[Kirby]

And when Urban Decay, when we first got started in this industry, Urban Decay was edgy. Oh, yeah, it was very edgy. And it lost that along the way. So. So now I think this appointment of Locky and then working with Ari is we're getting the edge back. And I really, really like that. So I'm curious to see, like, if they're gonna partner with Ari specifically on, like, a new product launch that's edgy. You know, maybe it's a skinny lipstick. I don't know. But yeah. And I also think that it's right on time because we're starting to see more people talk about 2016 makeup again and how they wanna revive that and how it's like. It's like, I miss my 2016 makeup. Like, put the makeup on.

[Sarah]

Like.

[Kirby]

Like, you don't like your makeup because you're not wearing any.

[Sarah]

Yeah. Yeah.

[Kirby]

And I think, oh, my God.

[Sarah]

No, I totally. Like, I have been feeling that. Like, I'm like, why do I feel so fugly? Oh, it's because I'm, like, not wearing that much makeup.

[Kirby]

If you want to feel fucking hot, put on some makeup.

[Sarah]

Not saying that you're not beautiful as you are when you wake up and roll out of bed. Gorgeous. You're gorgeous. However, if you yourself want to feel something about yourself, go ahead and do.

[Kirby]

You're like, my skin doesn't look that great. Yeah. Girl, Kirby, you have melasma. You need a full coverage concealer on your forehead.

[Sarah]

It's just. It feels good. It's just also the act of it. It's like, so this is a lot.

[Kirby]

Of makeup, and it may not look like a lot of makeup. Yeah, like, skinny ways, but it's a lot of makeup. It's a lot of makeup.

[Sarah]

I'm going to sit down and actually do my makeup.

[Kirby]

It really does make all the difference. So anyways, urban. Urban Decay probably knows that we have been like, what are y' all doing? Like, you've got. You've got five minutes. I am very excited about this.

[Sarah]

I mean, we still, like, love the Urban Decay team, but, yeah, you know, it's. It's a difficult transition to, like, really, again, figure out, like, who you are and speak to this new generation and compete with all these other brands. But I think that's funny. I think the, like, blandemic makeup is really funny.

[Kirby]

The blandemic for me. All right, everyone, we would love to hear from you. Spotify comments and our slack on our social media when we post these clips. What do you think about the closing of Ami Cole? We would love your takes on it. Also, how are you feeling about this new era for urban decay? I'm pretty psyched about it.

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