What the founder of makeup company Urban Decay does before her workday begins

Wende Zomnir

When Wende Zomnir started Urban Decay in the 90s, she didn’t have any retail experience or connections to get her brand on store shelves. What she did have was a great idea — makeup that wasn’t the usual shades of pinks and reds that would appeal to an edgier woman, which didn’t exist much back then. Urban Decay launched in 1995 with just a handful of nail polishes and lipsticks, and quickly garnered a legion of devoted fans who loved the fresh color palettes. In 2012, the company was acquired by L’Oreal in a deal worth somewhere between $300-$400 million, pros estimate. And in 2021, Zomnir — a self-described “50ish” female and mother of two — has launched her latest beauty venture called Caliray, which sells clean makeup.

So we asked the beauty guru: What do your mornings look like — “my morning routine and work start time varies, which is how I like it — flexible and balanced,” says Zomnir — and what products do you use during this routine?

her bedding

“I wake up on a Slip Silk pillowcase around 6:30am when my iPhone alarm goes off and I use Cariloha sheets because they feel even silkier than silk,” says Zomnir.

Cooling, soft sheets

Cariloha Bamboo Sheets

From $169

Made of viscose from bamboo, these eco-friendly sheets are cooler than cotton and come in a variety of earth-tone colors. Indeed, as Matthew Ross, the co-founder of mattress review site The Slumber Yard, told MarketWatch Picks: “Bamboo sheets typically sleep cooler than sheets made out of silk, synthetic fibers and cotton,” says, adding that they’re also “ lightweight, soft and very comfortable.”

Silk pillowcase for healthier hair

Brief silk pillowcase


“The benefits of a silk pillowcase are most pronounced for hair, experts say, because the silk can help hair retain moisture from products and natural oils and reduce friction that could cause tangles and breakage,” the Washington Post reports.

Her skincare

Once she’s out of bed, Zomnir ties her hair up with a Slip silk covered elastic, flosses her teeth with CocoFloss, uses Shu Uemura Cleansing Oil and SkinCeuticals CE Ferulic on her face, followed by a layer of Kinship sunscreen and Caliray Freedreaming Clean Blurring Skin Tint in The 8 (from her own brand) — a clean liquid foundation in a shade that’s described as warmer medium light with warm neutral undertones.

Named Allure’s Best of Beauty 2021 Award for SPF

Kinship Sunscreen

From $26

This vegan, mineral sunscreen is reef-safe, benzene-free and recommended for blemish-prone skin. It’s been named Allure’s Best of Beauty 2021 Award for Best SPF and Cosmopolitan’s Holy Grail Beauty Awards called it the Best SPF as well.

Coconut oil-infused dental floss


From $12

This soft dental floss is infused with coconut oil and vegan wax and is free of toxins and parabens. It’s made in Italy using naturally aromatic fruit oils and is never tested on animals.

4.8-star cleansing oil

Shu Uemura Cleansing Oil

From $15

This cleansing oil is infused with eight oils including Japanese tsubaki oil from Toshima Island to cleanse and moisturize skin.

Vitamin C serum

SkinCeuticals CE Ferulic Acid


This Vitamin C serum claims to neutralize free radicals induced by UVA/UVB, lighten lines, firm skin and brightens one’s complexion. It is made with 15% pure Vitamin C, 1% Vitamin E and 0.5% ferulic acid, a plant-based antioxidant.

lightweight foundation

Caliray Freedreaming Clean Blurring Skin Tint


This lightweight, liquid formula foundation, from Zomnir’s new makeup company Caliray, boasts a hydrating natural finish thanks to prickly pear extract, vitamins C and E and jojoba oil.

coffee and breakfast

“I make an Americano with a small pat of butter in it and a scoop of collagen. I use Laird Superfood Espresso roast or Sea Tiger coffee in a Jura Espresso machine,” says Zomnir. And if she’s really hungry, she’ll spring for a bowl of Livlo Keto granola with a splash of Milkadamia unsweetened macadamia nut milk. “This probably takes about 45 minutes to an hour or so, and that includes walking the dog, reading my news feed and answering an urgent email or two,” says Zomnir.

Nutritional Espresso

Superfood Espresso

From $15.95

This high altitude Peruvian bean is grown at 4,000+ feet and is hand-picked in small batches before it’s blended with organic functional mushrooms including Chaga, Lion’s Mane and Cordyceps.

Professional-grade espresso maker

Jura Espresso machine


This espresso machine is sleek, compact and outfitted with a built-in milk frother, color display and professional coffee grinder.

Keto granola

Livlo Keto granola


This low carb, keto-friendly granola contains no gluten, grains or added sugar and is made with almonds, pecans, seeds and coconut chips.

Her exercise routine

Before diving into her day as a business professional, Zomnir’s morning routine isn’t complete without some form of exercise. “I usually start my day with a workout. If I’m playing tennis, I wear Adidas Stella Court shoes and skirts by Outdoor Voices or Lululemon and I hit with a Wilson Clash racquet. If I’m playing beach volleyball, I wear a Mikoh bikini and Oakley sunglasses, if I’m surfing I wear a Rip Curl wetsuit and if I’m going to yoga, I wear Beyond Yoga leggings and use a Manduka extra long mat, ” says Zomnir.

tennis skirt

Exercise 3” Skirt from Outdoor Voices


This breathable skirt features built-in shorts and a phone pocket, plus it comes in eight vibrant colors.

lightweight tennis racket

Wilson Clash Racket


This is a lightweight (just 9.4 ounces) tennis racket that’s best suited for amateur players because of its maneuverability, maximum flexibility and stability.

sporty bikini

Mikoh bikini top and bottoms

Both pieces $146

A sporty and simple bikini made with a ribbed knit nylon and spandex fabric are the perfect accoutrement for a game of beach volleyball.

Sporty sunglasses

oakley glasses

From $189

These frames come with enhanced lens coverage in a durable and lightweight design, perfect for a game of beach volleyball.

durable wetsuit

RipCurl wetsuit


Made with neoprene and a thermo lining, this wetsuit boasts an unrestricted stretch paddle panel, a chest-zip entry system and flexible and durable knees.

soft leggings

Beyond Yoga leggings

From $88

A 5-inch waistband makes these buttery soft leggings a go-to piece of workout wear.

yoga mat

Manduka XL matte


Measuring 85” long and crafted in Germany, this yoga mat is ultra-dense and made with a material that reportedly helps to seal out moisture and bacteria.

Bath routine

After she’s gotten her sweat on, Zomnir takes a quick shower with Kiehl’s grapefruit body wash and then she does a quick scrub with Organic Fiji coconut sugar scrub. “The lemongrass tangerine is my favorite. Then, my day begins,” says Zomnir.

Refreshing body wash

Kiehl’s grapefruit body wash


This refreshing, foaming body cleanser is infused with humectants and made with aloe vera, hydrolyzed wheat protein and grapefruit extract.

Organic Fiji coconut oil sugar scrub


Made with organic cold pressed coconut oil, this made-in-the-USA scrub is vegan, gluten-free and doesn’t contain parabens or harsh chemicals.


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