Urban Decay snaps up Lizzo, Ezra Miller and more to front new campaign

Urban Decay is celebrating individuality with five new celebrity faces and a new manifesto.

The cruelty-free cosmetics giant has unveiled "Pretty Different," a campaign designed to embrace originality when it comes to beauty, and it has snapped up five new spokespeople to help it spread the message. They include the actors Ezra Miller and Joey King and the singers Lizzo, Karol G and CL. In addition to fronting the campaign, the stars will also help publicize upcoming Urban Decay launches over the course of the year. 

"'Pretty Different' is our anthem for fellow makeup junkies who don't subscribe to beauty standards," said Wende Zomnir, Urban Decay's Founding Partner, in a statement. "It's our tribute to individuality because everyone is pretty different. It's our approach to reinventing what it means to be a beauty brand." She added: "Our UD Citizens are dynamic, global voices that stand up for what they believe in. They are the true definition of 'Pretty Different' and embody the spirit of UD."

"To me, being #PrettyDifferent means not giving power to the people who want to tear you down," King told her 9.6 million followers on Instagram, while Lizzo shared a post proclaiming: "I love my wide face, high cheekbones and double chin!"

The five famous faces aren't the only big names to have fronted Urban Decay campaigns: the brand has previously recruited designer and TV star Nicole Richie, as well as the US influencer Kristen Leanne.