Ep 218 | Wende Zomnir

Written By Yasmin Nouri

Urban Decay Founder on Embracing Your Power & Self-Worth, How to Build Iconic Brands and Must-Have Skills for Aspiring Entrepreneurs

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Wende Zomnir is the co-founder of the legendary beauty brand, Urban Decay, and most recently the co-founder of Caliray, a beauty and wellness brand. 

When Wende co-founded Urban Decay in 1996, there was no social media, and Sephora was still two years out from entering the U.S. She was a pioneer who broke the beauty industry with its “makeup as empowerment” attitude, eventually elevating it to the #1 brand spot at both Sephora and Ulta for years running – and is still one of the most successful beauty brands to date. After selling to L’Oreal in 2012 and spending her time leading the brand there, Wende eventually left and launched Caliray, a California-inspired brand focused on clean formulas, dirty minds and sexy sustainability. 

In this week's episode, we discuss Wende's journey from her marketing career to launching Urban Decay, including her meeting with co-founder Sandy Lerner, who co-founded Cisco Systems. Wende reflects on the early, less glamorous days of Urban Decay, her resourcefulness, and how the brand became such a success. We also talk about her new brand Caliray, and the differences in starting a brand today compared to when Urban Decay launched and the biggest surprises & learnings so far. Wende shares her advice on why you need more than just passion to build a successful business, why having a strong self-worth is crucial in business, the biggest skills that entrepreneurs need for any brand and so much more. 

Show Notes:

  • The quote, "Luck is when preparation meets opportunity" & how it’s played a role in Wende’s life. [02:34]

  • Wende's early years in Texas and her relationship with makeup. [04:45]

  • How Wende's personality aligns with Urban Decay's identity. [08:22]

  • Wende's life prior to Urban Decay: working at a marketing agency and her initial entrepreneurial ideas. [10:31]

  • Connecting with the iconic Sandy Lerner and starting a makeup company. [12:09]

  • Pitching the makeup company concept and securing the first purchase orders. [14:44]

  • Getting into Nordstrom and the crucial role of resourcefulness in her journey. [19:13]

  • Opportunities in the beauty industry and the significance of women supporting each other. [22:20]

  • Wende's response to imitators of the Naked Palette and advice for female entrepreneurs facing similar challenges. [25:00] 

  • Urban Decay's acquisition by L'Oréal and their preparations for the transition. [28:31]

  • Maintaining healthy boundaries: separating self-worth from business. [32:25]

  • The importance of getting yourself in the right headspace. [33:13]

  • The inspiration for Wende’s new beauty brand, Caliray. [34:48]

  • The most challenging experience Wende had to navigate while building Caliray. [40:11]

  • A crucial skill Wende aspired to acquire during Urban Decay's early days. [43:10]

  • Advice for creative entrepreneurs who are scared to put their idea out. [44:42]

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