No, you won't find swatches of Half Baked shadow. Instead, you'll likely see a collection of post-apocalyptic crumbling buildings. That's because "Urban Decay" is actually defined as "the decay and deterioration of an urban area due to neglect or age." A little weird for a makeup brand, no?UD agrees, crediting this crazy (and now wildly famous) name to its cofounder Sandy Lerner's former husband . "Everyone was saying it had to be named 'Urban' something. Sandy’s husband, who’s totally 'Mr. Computer Scientist' — they invented the router and started Cisco Systems together — just said one day, 'Oh, why don't you call it Urban Decay?' and the name just stuck," says cofounder Wende Zomnir.Naked Palette, $54, available at Sephora