No spoilers, but I LOVED the first episode of MLWTWB 😭 Jackie and Cole are already giving me so much, and this season has so much potential. I know there’ll be ups and downs, but PLEASE don’t leave us hanging again until next year
The Global Head of Urban Decay, Anika Majithia, spoke to People Brands and Things on why Mika Abdalla was the perfect fit for this campaign
PBT: Urban Decay has a long history of working with bold, culture-defining talent. When you’re identifying the right person to represent the brand, what qualities are you looking for, and what made Mika the perfect fit for this campaign?
AM: Urban Decay has always been for the rule breakers. We were born to disrupt an industry that told people there was one way to be beautiful, and nearly 30 years later, we’re still challenging those conventions. We don’t look for talent that’s polished or predictable—we look for people who have something to say, who aren’t afraid to push boundaries, who believe that femininity should not be softened and who inspire confidence simply by being themselves.
Mika was the perfect fit because she represents the next generation of what an Urban Decay muse can be. She’s witty, confident, relatable, and completely comfortable in her own skin. She doesn’t perform for approval—she performs because she’s unapologetically herself. That confidence is magnetic, and it’s exactly the kind of energy we wanted to bring to Ghosting. She reminds people that the most powerful thing you can be is YOU, and that’s what Urban Decay has always been about.