Mariah the Scientist steps in as the new face ambassador for Urban Decay as the brand introduces Tube Job Mascara and opens a new retail channel. The R&B singer fronts the launch campaign while the mascara debuts exclusively on TikTok Shop. The release marks the first time a brand from L’Oréal Luxe has launched a product on the platform.
MASCARAS
Tube Job Mascara enters the market priced at $25 and arrives in four shades. Urban Decay formulated the product with 89% serum, positioning it within a growing category that emphasizes treatment-led makeup. The exclusive release on TikTok Shop places the product directly inside a social commerce environment, allowing Urban Decay to meet consumers where discovery and purchasing increasingly intersect.
Mariah the Scientist fronts the campaign, bringing both cultural relevance and personal alignment with the brand. Urban Decay president Yann Joffredo stated that the launch supports the company’s efforts to connect with Gen Z while maintaining its long-standing creative and rebellious identity. Mariah the Scientist appears in the campaign set inside a scientific laboratory, where she prepares the mascara.
The singer has shared that she has followed Urban Decay for more than ten years, adding credibility to her role as ambassador. Her current momentum extends beyond the campaign. In 2025, her album Hearts Sold Separately reached number one on the Billboard Top R&B Albums chart, placing her at the forefront of the genre. She is scheduled to embark on a tour in 2026, further expanding her visibility as Urban Decay introduces the new mascara.
Earlier in the year, Urban Decay partnered with influencer Ari Kitsu for the All Nighter setting spray campaign. That collaboration reinforced the brand’s long-standing message of “speak up, don’t conform,” a positioning that continues to inform its choice of collaborators and channels. The Tube Job Mascara launch extends that direction into commerce strategy, pairing a culturally connected ambassador with a retail format built around creator influence and immediacy.
By introducing an ambassador, a product, and a new sales channel in one move, Urban Decay has condensed multiple strategic objectives into a single release. The TikTok Shop exclusive positions Tube Job Mascara within a digital-first retail environment, while Mariah the Scientist’s involvement grounds the campaign in personal narrative and current cultural relevance.
