Sandy Lerner (cofounder of Cisco Systems) 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. A woman of action, Sandy teamed up with David Soward "the token suit" and Wende Zomnir "creative dynamo". They collectively unleashed her vision on the cosmetics world in January of 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?" Apparently, the company had its finger on the button of alternative culture. Under Zomnir's creative direction, the trend-setting cosmetics company became famous for color names like Roach, Smog, Rust, Oil Slick and Acid Rain - inspired by the beautiful hues of America's urban landscape. This fresh approach has redefined how both consumers and the cosmetics industry look at colour.