Urban Decay opens in Dublin: what's worth queuing for?

Laura Kennedy on the beauty booty that's exclusive to the popular make-up brand's first standalone shop which has opened on Grafton Street

Urban Decay's first standalone Irish boutique opened yesterday on Dublin's Grafton Street. The boutique is very much representative of the brand –edgy, luxurious and exuberantly feminine. Featuring ten makeup stations over two floors, an Instagram screen on the ground floor and a ring of light selfie walls with interactive screen for sharing photos upstairs, the boutique is a wonderland of colour, texture and customer interaction.

Urban Decay offer an impressive service menu at the boutique, four of which – among them Naked Eye, Ultimate Lip and UD Ultra Definition Skin are complimentary. If you have money to spend on services, you can choose from options like The Full Monty (that’s occasion makeup to you and me) from €50 and The First-Timer to learn makeup basics, from €60, among others.

The fact that the boutique is the only location selling a small number of exclusive products will be an irresistible draw to die-hard fans of the brand.

 Naked Heat Palette (€47.50 from July 27th)


A hundred of the most coveted palettes in beauty were sold at the boutique on Thursday. Everyone who didn’t manage to get their hands on one will have to wait until the end of July, and the waiting list will only continue to grow.

The Velvetizer Translucent Mix in Medium (€30)

Add to Naked Skin Liquid Makeup for increased coverage, velvet texture and matte finish. You won’t find this product at any other Urban Decay stockist.

Liquid Aura Mix-in Medium (€33)

A pearlescent luminiser designed to be added to foundation, this product is versatile and incredibly pretty. It creates a radiant, glowing finish.

The first twenty-five customers today and tomorrow will receive a complimentary Urban Decay Naked Ultimate Basics Palette. Twenty-five complimentary places at a future Urban Decay masterclass will also be up for grabs. If you’re interested, get there early to ensure you get a place.