To support Urban Decay’s entry into the China market, I partnered closely with the brand’s China and Retail Design teams to concept and execute a series of pop-ups and launch events across multiple cities. The challenge was translating Urban Decay’s rebellious, LA-rooted identity into a market with very different beauty norms—without diluting what makes the brand iconic. By leaning into our high-energy Los Angeles attitude and spotlighting hero products like the glitter-forward Moondust eyeshadows, we created visually striking, culturally attuned experiences that resonated locally while staying true to the brand. These activations played a meaningful role in driving awareness, momentum, and Urban Decay’s return to profitability during this period.