As Executive Creative Director and Founding Partner of Urban Decay Cosmetics, Wende’s chief priority is to keep Urban Decay a step ahead as one of the hippest, most aggressive niche players in the burgeoning cosmetic industry. And there is no better candidate for the job. Her diverse lifestyle and extensive world travel have opened her eyes to creative approaches that, though not always conventional, have proved truly innovative and powerful. After high school and a failed attempt at the Miss Texas title (her hair was not big enough), Wende completed her degree at the University of North Texas and moved to Chicago to work at the Leo Burnett agency on their “youth accounts” like Reebok and Nintendo. But the Southern California sun and surf beckoned and she moved her life again to bring her Gen X/Y/Z marketing skills to promotional programs for Taco Bell. At this time, she learned to surf and nearly gave up corporate life to devote her time to writing. Instead, she met up with Sandy Lerner and found herself mixing nail polish in her Laguna Beach cottage and assembling press kits from hardware store supplies. With Wende’s experiences, worldliness and innate creativity, Urban Decay has become a very important player in the cosmetics industry. She credits her staff for helping her to make Urban Decay what it is today, and takes pride in the sister-like bond she shares with her employees. Today, Wende lives in Newport Beach, California with her husband Doug, and two boys Crash and Cruz, but she travels frequently to maintain inspiration and stay in touch with the media. Wende promotes empowerment for women and sat on the board at Ms. Magazine. She also takes an active role in supporting Planned Parenthood of Orange County, the New Space for Women’s Health in New York City, and other local charities.
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