Dove Cameron has another brand ambassadorship under her belt. The actress-singer has joined the Urban Decay universe, embodying two versions of herself in a new campaign.
Cameron is fronting the launch of the brand's new Naked Shaped Multi-Tasking Palette, a next-gen version of the cult Naked palette that ruled every beauty drawer in the 2010s.
The updated palette includes 14 cream, matte, and shimmer shades across warm and cool tones, and Cameron leans into the duality, playing two opposing characters in the visuals.
"As someone who has been in the public eye from a very young age, I've come to deeply value the importance of staying true to myself and honoring my creative impulses," the Disney kid star-turned-pop sensation says in a statement. "When Urban Decay approached me, it felt so fun and so right."
Cameron has also repped the brands Schwarzkopf Professional, Coach, and Balmain, among others.
Urban Decay’s new global head, Anika Majithia, described Cameron as a natural fit, citing her transformation from Disney star to musician and actress as an example of “radical authenticity.”
"That bold self-expression is the essence of Urban Decay,” Majithia says.
Cameron, 29, has made reinvention her calling card. She parlayed early Disney Channel fame to a career on stage and screen, breaking through in music in 2022 when her alt-pop single Boyfriend became a viral LGBTQ+ anthem.
Alongside her music, the singer-actress has gained attention for speaking openly about identity and mental health, and for cultivating a distinctive dark-pop style.
Urban Decay, founded in 1996 and now owned by L’Oréal, has long positioned itself as an edgy beauty brand that challenges norms. Over the years it has cycled through an eclectic range of brand ambassadors ranging from Lizzo to Nicole Richie to K-pop group Monsta X.
The brand says Cameron's appointment marks the start of a new chapter as it looks to reestablish its cultural relevance with a generation drawn to themes of authenticity and reinvention.
"I've always admired the brand for its bold support of femininity and unapologetic energy," Cameron says of Urban Decay, "but their new era spoke to me in a more personal way."