Dove Cameron Fronts Urban Decay’s New Era

Urban Decay has tapped Dove Cameron to lead a fresh chapter built on bold self-expression and high performance. The Emmy-winning singer and actor will headline a run of campaigns, debuting with the new Naked Shaped Multi-Tasking Palette, positioned as an all-in-one edit to shade, sculpt and highlight eyes and face.

The signing lands as Urban Decay talks openly about a reset that “battles the bland,” with new global head Anika Majithia framing performance as a mindset rather than a claim. Cameron’s chameleonic image makes sense for a brand that built its name on rule-breaking neutrals and nightclub colour.

The launch story is neat and nostalgic. Naked Shaped nods to the decade-defining Naked franchise while modernising textures. Each palette carries 14 multi-use shades across cream, matte, shimmer and topper finishes, designed for crease-resistant, up-to-16-hour wear. Warm and Cool editions will headline the campaign. US availability is live at $56. UK timing has not been confirmed.

Creative leans into Cameron’s split personas, styling “hot” and “cold” glam to mirror the palette duos and the brand’s shapeshifting brief. Expect graphic liner, sculpted shadow and hyper-glossed lips dialled to studio level.

Urban Decay is threading two needles at once. Cameron brings cross-gen Z and millennial reach with a fashion-forward edge, useful for re-energising retail floors where legacy palettes have softened. At the same time, a multitasker palette simplifies artistry for content-led creators who want speed and payoff in one compact. Watch for further Cameron-fronted drops as the rebrand rolls through Q3 and Q4.