Urban Decay’s Tube Job Lift Lab

Jan 2026 - Designed and Produced by Gradient Experience: Senior Producer

Urban Decay’s Tube Job Lift Lab invited 50 specialty guests into an immersive, high-energy environment that reimagined mascara through a daring, performance-first lens. The experience unfolded within a anti-bland, lab-inspired setting that blended fashion-forward design with a sleek, clinical edge. Guests were welcomed by a soft purple glow that pulled them inward, revealing a space layered with reflective finishes, chrome accents, and bold branding. From the moment of check-in—where guests received playful diagnostic cards and their scheduled service time—the event established a narrative-driven journey that felt equal parts editorial and experiential.

Each touchpoint was designed to encourage discovery, personalization, and share-worthy moments. Guests explored the full Tube Job shade range alongside Urban Decay make-up artists, experiencing textures firsthand before receiving a tailored color recommendation and mascara service. Beauty Advisors captured transformations from start to finish, with live photo delivery fueling instant social engagement. The experience culminated in the ‘Afters’ projection space, where striking, oversized visuals of guests’ final lash looks from an onsite studio photographer filled the room, turning individual results into a dramatic, cinematic display. With DJ MAAD setting the vibe, the Lift Lab became a fully realized celebration of Urban Decay’s unapologetic approach to beauty—bold, expressive, and built to perform ethos while their new product The Tube Job Mascara was the center of everyone’s attention.

The event garnered 3.3 million impressions, a $400k earned media value and a 99% sentiment rating.

Press - Shop Drop Daily, BizBash

Photos by Jess Albano of Perfectly Good