Dove Cameron becomes the face of Urban Decay’s latest campaign, an ode to duality, reinvention and the freedom of not having to choose
Dove Cameron reconnects with the beauty universe from a deeply personal place. The artist has been chosen as the ambassador for Urban Decay’s new campaign launching the 24/7 Liquid Stick Eyeliner, a proposal centred on the duality of identity and uncompromising self-expression.
Far from rigid narratives, the campaign plays with the idea of not having to position oneself on a single side. In the main video, Cameron delivers a direct and provocative message: “They say I have to choose. Pick a side, draw a line. That I can’t have it all. I say: give me everything.” A statement that resonates both with her artistic journey and the brand’s long-standing philosophy.
From Urban Decay, the team explains that the campaign draws inspiration from the ability of makeup — and eyeliner in particular — to adapt to mood, life moments and the multiple versions of the same person. Duality is not framed as contradiction, but as creative power. The eyeliner thus becomes a tool for constant reinvention, capable of transforming a look with a single gesture.
The 24/7 Liquid Stick Eyeliner is presented as a technical yet versatile product: waterproof, smudge-proof, retractable and with up to 24-hour wear. Its formula, enriched with vitamin E and carnauba wax, promises smooth application and an intense finish, combining the precision of a liquid liner with the comfort of a pencil.
In terms of positioning, the choice of Dove Cameron is no coincidence. Her public image — shaped by constant evolution, aesthetic ambiguity and an unapologetic attitude — aligns naturally with Urban Decay’s rebellious DNA. The campaign does not aim to impose an ideal, but to celebrate the freedom to change, play and express oneself without labels.
The 24/7 Liquid Stick Eyeliner is now available, retailing at approximately €26, establishing itself as one of the brand’s key launches this season. A proposal that, like the campaign itself, encourages embracing all sides of identity rather than choosing between extremes.
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