It’s the end of an era for makeup lovers.
Urban Decay just announced that it’s discontinuing its popular Naked eye shadow palette, arguably the brand’s best-known product and a cult favorite since its launch in 2010.
In fact, the palette was so popular it spawned a series of spinoff products, including the Naked2, Naked3, Naked Heat and more. But beauty fans will never forget the OG: the very first Naked palette.
“Saying goodbye to NAKED is extremely bittersweet,” Wende Zomnir, founding partner of Urban Decay, said in a press release about the breaking beauty news. “It was a big moment in our history. It’s a little painful to leave your past behind, but it’s also essential to always evolve. I will forever miss NAKED, but we plan to turn the grief into even more greatness.”
The palette made more than $1 billion for the brand since its launch, and someone bought the product every six seconds, according to the release.
But don’t worry, there’s some good news: The Naked palette is still available right now, and it’s even on sale for $27 at multiple places online, including Sephora, Ulta and Urban Decay — half off its usual price.
Urban Decay Naked Palette, $27 (normally $54), Sephora
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URBAN DECAY Naked Palette
What makes a deceptively simple row of neutral eye shadows so special? As fans will tell you, the variation is key: The multiple colors mean the shadows work on many different skin tones, and that it’s just as easy to create a low-key daytime look as it is a smokey eye.
Plus, it’s the palette that started all the other palettes, which is an accomplishment in itself. Brava, Naked! You’ll be missed.