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Urban Decay and Nicole Richie Are Out to Show the World She's Still a 'Troublemaker'

Nicole Richie, 2017
Maarten de Boer/NBC/NBC via Getty Images

Nicole Richie photographed at the Four Seasons Hotel in New York City on March 2, 2017.  

If you grew up in the late '90s or through the aughts, it’s hard to imagine a name more synonymous with causing trouble than Nicole Richie, (except maybe her co-star on The Simple Life, Paris Hilton.) But the star, who once would've been termed a "celebutante" before the days of "influencers," had long put the days of party-hopping and rebel-rousing behind her.

Or so we thought. 

Turns out the trouble-making side of the House of Harlow 1960 creative director is back thanks to Urban Decay's campaign for the brand's new mascara called, you guessed it, Troublemaker.

"I’ve been using Urban Decay makeup since I was 14 years old," Richie told Billboard. "I decided right then and there at the Westside Pavilion Mall that I was destined to be a model for them. It took me 20 years, but I've done it." 

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The video series Richie stars in parodies her two-decade-long journey of finally getting to be the face of Urban Decay. "Simply being a pretty face just doesn't cut it anymore," she said. "I had to show Urban Decay that I was not just a fan of Troublemaker mascara, but I was Troublemaker mascara."

While Richie's current recollection of her most "troublemaker moment" harkens back to her overall-and-pitchfork days ("Hmmmm ... does letting my chickens out past sundown count?"), she does believe that "trouble" has a different and distinct definition for her. 

"Urban Decay and my brand House of Harlow 1960 have very similar views & ideas about embracing self-expression and individuality. Trouble, to me, means creating your own box. Embracing the uncomfortableness of growth. Creating your own authentic path. That's exciting to me."

Watch the trailer and first episode below.

 

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