'Euphoria' Makeup Artist Alexandra French Is Abolishing Boring Makeup With Urban Decay
“I’ve always believed that makeup is much more than a beauty routine — it’s a creative outlet.”
Urban Decay has named Alexandra French as its new global makeup artist in residence. The Emmy Award-winning makeup artist, known for her work under head makeup artist Donni Davy on season two of Euphoria, joins the brand as a natural extension of its “Perform Don’t Conform” platform, with her bold, maximalist lens on beauty aligning with Urban Decay’s commitment to expressive, culturally relevant makeup.
“Urban Decay has always been a brand that stood for individuality, self-expression and pushing creative boundaries. These values not only align with me as a person but also creatively. Creating fun makeup looks to me feels like eating candy and I’ve always loved covering a face in color, glitter and creating a character. It felt like such a natural alignment that saying yes was never really a question.” French tells Hypebae.
The new role goes well beyond campaigns and content. French will also collaborate closely with Urban Decay on product development — spotting gaps in the market and feeding her perspective into the full product-building process, from formula and finish to shade selection and naming. The partnership is also designed to influence how the brand shows up creatively, from how it tells stories on social to how it teaches and innovates, reflecting Urban Decay’s continued push toward its credibility in the artistry space and among Gen Z beauty fans.
Ahead, we speak to Alexandra French about teaming up with Urban Decay and using makeup as a tool to spark confidence.
On Her New Role as Urban Decay’s Global Makeup Artist in Residence
Being named Urban Decay’s Global Makeup Artist In Residence is a dream come true. When the team first approached me about the role, my immediate reaction was a mix of excitement, gratitude and disbelief. Long before I became a professional makeup artist, Urban Decay was one of those brands that felt different. Growing up, I was drawn to the boldness of the brand — the colors, the attitude and the message that makeup didn’t have to follow traditional rules. They were always one of the only brands who had fun colors and textures to play with, which is something that caught my eye since I grew up as a painter. Urban Decay represented freedom, creativity and confidence at a time when I was still discovering my own style and identity.
That’s why this opportunity feels incredibly full-circle. To go from being inspired by the brand as a consumer, experimenting with its products while learning makeup, to now helping shape its future on a global level is something I don’t take for granted. Every stage of my career has been about finding new ways to tell stories through makeup, and Urban Decay has been part of that story from the very beginning.
On What the Partnership Means to Her
What makes this partnership especially meaningful right now is the chance to contribute beyond creating makeup looks. Of course, artistry will always be at the heart of what I do, but being able to collaborate on product innovation, share ideas from my experience working with different skin tones and communities, and help bring new concepts to life is incredibly exciting. Having a seat at the table where creative ideas become real products is a dream for any artist.
I’m excited to help shape what’s next for Urban Decay—not only by inspiring people through makeup, but by contributing to products and experiences that empower others to express themselves authentically. That level of collaboration, trust and creative partnership is what makes this role so special, and I can’t wait to see what we create together.
On What She Plans to Accomplish
One of the things I’m most excited about is the opportunity to bridge the gap between artistry and product development. As a working makeup artist, I spend every day understanding what people actually need, what inspires them and where there are opportunities for innovation. Being able to bring that real-world perspective into the lab is incredibly exciting because it allows us to create products that are not only beautiful, but genuinely useful, inspiring and unexpected. I’m interested in developing products that unlock creativity and make people think differently about how they approach makeup, rather than simply creating another version of what’s already on the market.
Creatively, I want to explore more color, texture, contrast, and honestly just have fun with it! I love makeup that feels expressive and personal. Looks that make people stop and feel something. Whether that’s through bold editorial inspired artistry, unexpected color combinations, or reinventing classic techniques in a modern way, I want to create work that reminds people there are no rules. Some of the most exciting beauty moments happen when you’re experimenting and discovering something new about yourself.
On Her Personal Connection to the Brand
What initially drew me to the brand was its unapologetic point of view. Urban Decay felt different. The colors were bolder, the campaigns were more expressive, and there was a sense that individuality was being celebrated rather than conformity. At a time when beauty often felt very prescriptive, Urban Decay gave people permission to explore who they were through makeup. That was incredibly inspiring to me, and it continues to resonate throughout my career today.
[Makeup] has the power to transform not only how someone looks, but how they feel. Some days makeup can be subtle and effortless, and other days it can be artistic, expressive and completely transformative. What I love about Urban Decay is that it embraces all of those possibilities. The brand understands that makeup doesn’t have to fit into one category or serve one purpose. It can be whatever the individual wants it to be.
