Sandy Lerner couldn't find the right shade of purple nail polish to satisfy her alternative make-up tastes. Her lamentations over the fact that there were 500 colours of pink polishes, but no greens or purples motivated her to create Urban Decay Cosmetics in 1996. The line of alternative colours, which began with 10 shades of lipstick and 12 shades of nail enamel, appeared in a memorable advertisement with the tagline, "Does Pink Make You Puke?" The trend-setting cosmetics company rapidly became famous for colour names like Roach, Smog, Rust, Oil Slick and Acid Rain, revolutionsing the way in which cosmetics marketers looked at colours.