Ep. 67 | Urban Decay’s Wende Zomnir Is Back - Building Caliray, Her Next Beauty Icon
wende
"BUILDING A REALLY INCREDIBLE BUSINESS IS NOTHING COMPARED TO YOUR HEALTH.
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Wende Zomnir is the co-founder of Urban Decay and the founder of Caliray, a clean beauty brand marrying sustainability and performance. You’ll hear us talk about pioneering bold beauty, building a sustainable brand, her wellness lifestyle, and the story behind iconic products like the All Nighter setting spray.
description:
In this episode of It Takes A Village, Delina sits down with Wende Zomnir, a pioneering beauty industry disruptor and co-founder of both Urban Decay and Caliray. Wende shares how a chance connection in an aerobics class led to partnering with Cisco Systems co-founder Sandy Lerner and launching a revolutionary makeup brand that challenged norms with bold marketing tactics, including tracking down Shirley Manson through Minneapolis phone books and creating the first social media campaign by enlisting cool New York girls to spread the word.
Wende also opens up about the inspiration behind founding Caliray, sparked by discovering plastic trash on a Maldives island and driven by her mission to create truly sustainable beauty. She discusses the challenges and innovations in sustainable packaging, her extensive wellness routine encompassing surfing, weightlifting, yoga, and competitive tennis, and why she believes hormone replacement therapy should be accessible to all women. Plus, hear the iconic sotry of Urban Decay’s legendary All Nighter setting spray, born from real hairspray spritzed on her face during beauty pageants.
This episode blends entrepreneurial grit, wellness wisdom, and a bold vision for sustainable beauty.
ShoW TOPICS
Early career beginnings and meeting co-founder, Sandy Lerner
Evolution and marketing innovation at Urban Decay
Founding Caliray and her commitment to sustainability
Wellness lifestyle, including surfing, yoga, and tennis
Hormone replacement therapy
Sustainable packaging innovations
The origin story of the All Nighter setting spray
Fundraising, leadership, and team dynamics
Caliray House workspace and brand culture
Global aspirations and advice for founders
TIMESTAMPS
00:00 Introduction to Urban Decay's Early Days
01:17 Host Introduction and Show Overview
02:39 Full Circle Moment with Wende Zomnir
07:14 Wende's Journey and Serendipitous Meeting with Sandy Lerner
10:01 The Evolution of Beauty Industry Barriers
27:44 Innovative Marketing and Social Media Strategies
30:18 The Birth of Urban Decay's Iconic Products
41:12 Makeup Tips and Tricks
42:56 Hormone Replacement Therapy for Midlife Women
44:22 Cali Ray: A Lifestyle Brand
46:36 The Importance of Weightlifting for Women
48:31 Fundraising and Business Relationships
52:09 The Caliray House
54:09 Exciting New Products from Caliray
01:02:06 Leadership Lessons and Team Dynamics
01:05:52 The Magic of Yoga and Beginner’s Mind
01:07:45 The Importance of SPF and Skincare Routine
01:12:30 Caliray’s Global Vision and Brand Identity
01:15:58 Advice for Aspiring Founders
about WENDE ZOMNIR
Wende Zomnir co-founded Urban Decay in 1996, revolutionizing makeup with rebellious products and marketing that helped shape the indie beauty movement. After building Urban Decay into a billion-dollar brand and selling it to L’Oréal, she launched Caliray in 2022, her clean, sustainable beauty brand inspired by her discovery of plastic trash on a deserted island. Caliray combines performance clean formulas with innovative, eco-conscious packaging, capturing California’s wellness spirit. Wende balances entrepreneurship with a passion for surfing, tennis, and holistic wellness, positioning her as a leading voice in sustainable beauty innovation.
Follow Wende on all her social media
Follow and learn more about Caliray
Instagram | TikTok | LinkedIn | Website
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