Urban Decay's Pretty Different campaign is all about encouraging consumers to challenge established beauty conventions and express themselves however they see fit. According to the brand, "UD has challenged the industry’s definition of beauty since 1996 by disrupting the sea of pink dominating makeup counters everywhere." With its Pretty Different campaign, the beauty brand is continuing to encourage people to pursue their unique ideas of beauty.
For this new campaign, Urban Decay specifically partnered with individuals who it sees as Pretty Different, including CL, Ezra Miller, Joey King, Karol G and Lizzo. In the campaign video, these ambassadors can be seen breaking free from one-note beauty, including a scene that may remind some of a dystopian world from an early episode of Black Mirror.