Everyone's Favorite Discontinued Eye Shadow Palette is Getting a Limited-Edition Relaunch
Photo: Courtesy of Urban Decay
Of the many mourned makeup items currently in the discontinued beauty product graveyard, very few get a second chance at life. On Monday, Urban Decay announced it would be reviving one of the most beloved products to have ever been laid to rest: its original Naked Palette, which the brand discontinued in 2018.
The fan-favorite eye shadow palette, which originally debuted in 2010, had a chokehold on beauty enthusiasts, Tumblr girls and King Kylie wannabes alike throughout the 2010s. It gained quick traction as the go-to palette for neutral-yet-versatile colors that makeup wearers could apply for quite literally any occasion. And the sales records spoke for themselves: The brand reported selling more than 30 million palettes, generating more than $1 billion in revenue. Of course, it was also among the most duped beauty products of its era, with the brand itself launching an entire range of "Naked" spinoff products. Naturally, the beauty community was somewhat baffled when the brand chose to shelve it.
Its fans have remained vocal in the intervening years, and pleas for the brand to bring the palette back never seemed to wane. Urban Decay has been paying attention, it seems. On Aug. 4, it's re-introducing the Original Naked Eyeshadow Palette in a limited-edition drop.
Photos: Courtesy of Urban Decay
The 2024 version will incorporate a few minor changes, including a slightly longer mirror and cruelty-free brush. Urban Decay has also tweaked the formulation of the shadows themselves, which might concern fans, but the brand assures it's for the better, touting creamier textures for better blending and more staying power.
As for the signature chocolate brown packaging, 12 neutral shades and ideal mix of browns, pinks and silvers? Don't get stuck in a losing game of "Spot the Difference," because the new version is exactly the same as far as those elements go.
The Urban Decay Original Naked Eyeshadow Palette will be available for $59 starting Aug. 4, exclusively at Ulta and Ulta.com.
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