Growing up, I used to want nothing more than to fit in, be accepted by the popular crowd, fulfill society's beauty standards, and ultimately blend in. And I wasn't alone; all around me were others hiding their true selves, too afraid to be different and fearful of being dismissed. It's really only been over the past few years that I've stepped outside of that box, embraced what makes me unique, and became unapologetic about who I truly am.

Beauty brands have been doing the same by distancing themselves from the status quo and encouraging their users to be loud and proud about who they are. So that's why popular makeup brand Urban Decay just launched its Pretty Different campaign with some groundbreaking stars. “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," Urban Decay founder Wende Zomnir said in a press release. "Being different doesn’t only mean being ‘weird’ or going against the status quo—it means you being you."

Ahead, check out the amazing ambassadors leading the charge. 

Urban Decay has just launched a powerful campaign. 

And it's all about embracing who you really are no matter how "different."

"Urban Decay appeals to those who relish in their individuality and embrace what makes them different. We have challenged the industry’s definition of beauty since 1996 when we disrupted the sea of pink dominating makeup counters everywhere. Our version of 'pretty' has always been pretty different," the brand said on its Instagram. 

The campaign launched today with a thrilling video announcing the new Pretty Different ambassadors. 

"To embody the vision that beauty is not about standards, Urban Decay has partnered with five individuals who are PRETTY DIFFERENT. They are unique. They are powerful. They are inspiring. They push boundaries. THEY ARE THE GLOBAL UD CITIZENS! CL, Ezra Miller, Joey King, Karol G and Lizzo," Urban Decay said on its YouTube page. 

Ahead, check out the five stars at the forefront of UD's fight for originality. 


Lizzo Urban Decay Campaign
photo: Urban Decay

"Lizzo did an off-camera interview with us, and I thought what she said was really cool: 'As I am, I'm enough. But I want to add that glossy look because I want it. Not because I need to, but because I want it.' I love her attitude toward adding the glam because you want it. But as you are in your most natural state is perfectly fine, too" Urban Decay founder Wende Zomnir told Bustle of the pop star. 

Ezra Miller:

Ezra Miller Urban Decay
photo: Urban Decay

The queer movie star who's never been afraid to push the envelope is the only man in the campaign. If you're not familiar with Miller, he's the one that stepped on the 2019 Met Gala red carpet with that insane seven-eyed makeup illusion. 

Joey King:

Joey King Urban Decay Campaign
photo: Urban Decay

The 19-year-old The Act star is the youngest trailblazer to join the campaign. "To me, being #PrettyDifferent means not giving power to the people who want to tear you down. 
I’m honored to be part of this FIERCE makeup campaign @urbandecaycosmetics alongside the coolest people," King posted, expressing her excitement on her Instagram. 


With 7.5 million followers and counting on Instagram, the South Korean singer, songwriter, and rapper has become a fashion and beauty icon in her own right, appearing on the cover of publications like Elle, InStyle, and Cosmopolitan. She rocks the campaign wearing a bold, shimmery purple liner and a blush-pink gloss. 

Karol G:

Karol G Urban Decay Capmpaign.
photo: Urban Decay

"Being #PrettyDifferent is enjoying who you are and what you like, no matter what other people like. That different is what makes you unique and special. Happy that @urbandecaycosmetics has made me part of this incredible campaign and to lead it with @joeyking @lizzobeeating @chaelincl Ezra Miller," G wrote on her Instagram about the opportunity.

Celebrate what makes you different with the Pretty Different campaign, which officially launched Thursday!