Gwen who is famed for her pillar box red lips, seamless complexion and perfectly groomed power brows has brought her love of all things edgy to the table, to design a brand spanking new line of cosmetics that will no doubt become your go-to's.
But we've already had Ellie Goulding for M.A.C and Olivia Palermo for Ciate, so how does Gwen's collaboration with Urban Decay differ from the rest?
Well the beauty geniuses have painstakingly designed each and every product with gorgeous Gwen, who curated both the shades and the packaging in a bid to fill a void in her own make-up bag. In other words, they are the products that Gwen always wished she had in her make-up arsenal.
Talking about what can only be described as one of the biggest collaborations of the year, Gwen said: "When Urban Decay came to me to collaborate, I immediately knew it was a perfect match. The way they've built their company is very similar to my aesthetic and approach. It's all about creative self-expression, being strong and not being afraid to go outside of the box."
The fashion designer continued, "Everyone in my life knows I absolutely love make-up. From a very young age, it was an artistic passion of mine. I actually used to be a make-up artist. I love wearing make-up and having so many ways to express myself through it. It's my war paint."
At the moment, everything is very hush hush but if Gwen's beauty triumphs are anything to go by, we're certain we'll find block colour lippies, lash lengthening mascaras and a heavy helping of shimmer.
And for Urban Decay's founder, Wende Zomnir, choosing Gwen to front the new line was a complete no brainer. "We've always been such fans of Gwen's work over at Urban Decay," she said. "It was amazing to channel her energy and creativity into these products. She truly represents the Urban Decay spirit."
We couldn't have said it better. The collection will launch later this year - so clear some room in your make-up bags and watch this space!
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