On September 3, Urban Decay announced, “Our three muses fit the three images that Urban Decay strive for: feminine, dangerous, and fun. […] As Urban Decay has multiple sides to it as a brand, we have decided to choose three beautiful muses as our models.”
In the images released with the announcement, the three new models each show a different concept from the brand. Yuri shows a feminine nude-tone look titled “Naked With an Edge,” Uhm Jung Hwa showcases an edgy “Smoky With an Edge” look, while Jessi can be seen in a fierce and colorful “Color With an Edge” look.
Urban Decay opened its first Korean flagship store in Shinchon’s Hyundai Department Store on August 21. They also opened their second store in Apgugeong Galleria Department Store on August 28.