Urban Decay has added a new ambassador, product launch and retail channel all at once.
The makeup brand has tapped R&B songstress Mariah the Scientist to front its newest Tube Job Mascara campaign, which has debuted exclusively on TikTok Shop, making Urban Decay the first brand within L’Oréal’s Luxe division to foray onto the social commerce platform.
Retailing for $25, the tubing mascara comes in five shades and features an 89 percent serum-infused formula. Its launch marks a next step in Millennial-loved Urban Decay’s efforts to grow its reach among Gen Z.
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“Urban Decay was built on that creative rebellion that gives a stage to all the beauty rebels, dreamers and disruptors,” said Yann Joffredo, global president, U.S. brands, L’Oréal Luxe. “We are looking now to make that approach more timely and relevant to the new generation.”
In July, the brand tapped adult content creator and influencer Ari Kytsya to front its reformulated All Nighter makeup setting spray, declaring a “blandemic” — or, a pervasive rise in aesthetic sameness — via a viral campaign.
“We’re kind of done with the ‘clean girl’ aesthetic we’ve seen over the last several years and are seeing conversation shift online back to real makeup, so that’s the idea — to bring back a real, strong point of view on makeup,” Joffredo said, adding that Urban Decay is the number-one prestige brand in eyeliner and eyeshadow, and with this launch looks to add the top title in mascara under its belt, as well.
“We’re partnering with performers to bring to life this ‘perform, don’t conform’ platform that we’re developing for Urban Decay, and Mariah is a rising talent and a part of that,” Joffredo said of the singer, whose full name is Mariah Amani Buckles.
In a nod to the singer’s stage name — which is a nod to her time as a biology student in college — the playful campaign features the singer in a science lab whipping up Tube Job.
“I’ve been a huge fan of Urban Decay for at least a decade — it’s always been this bold, contemporary brand for me,” said the 28-year-old Atlanta-born singer, whose own Millennial sister first introduced her to Urban Decay. “She was always on YouTube; she bought the All Nighter spray, and I would take things from her makeup bag when I was building my own expertise.”
Mariah the Scientist is one of the most recent breakout talents of Atlanta’s music scene, from which stars like Latto and Summer Walker have also emerged in recent years. This September, she earned her first number-one on Billboard’s “Top R&B Albums” chart with her 10-track “Hearts Sold Separately” record, which she will tour in 2026.
“Atlanta girls love a sculpted brow, they love a lined lip with some gloss, and I feel like more recently they’re steering away from the lash extensions,” said the singer, who often does her own makeup for events, including Femme It Forward’s recent Give Her FlowHers Gala in November, during which she received the Bloom Award. “I wore the Tube Job mascara on my bottom lashes; it was real cute.”
Urban Decay’s TikTok Shop debut follows those of several brands within L’Oréal’s Consumer Products division, such as L’Oréal Paris and Maybelline New York, which have cumulatively sold millions of products on the platform.
As for the rest of the French beauty giant’s Luxe division, “you’re going to see other brands join very quickly,” Joffredo said.