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The palette that generated over $1 billion in sales in its eight years on the market is equipped with a vegan formula and longer mirror.
August 4, 2024
By: Lianna Albrizio
Associate Editor
Urban Decay is re-releasing its original Naked Eyeshadow Palette on Aug. 4, six years after it was discontinued.
Before launching in 2010, the Naked Palette was conceived when the Urban Decay product development team was asked what four eyeshadows they would bring if stranded on a desert island. After reviewing the four selected hues, it was evident there were more than four standard nudes. Enter the birth of Naked.
From there, more than 30 million palettes were sold with a generation of more than $1 billion in sales. One Naked Palette was sold every six seconds until it was discontinued in August 2018.
Besides a longer mirror and new, cruelty-free eyeshadow brush, true to its 12-pan-palette, it’s been meticulously color-matched by the Urban Decay product development team to the original with a vegan formula.
The shadows also have an updated formula: the texture is creamier and easier to blend with longer wear without creasing, fading and fallout. The palette comes in the same rich chocolate-brown-velvet packaging as the original.
The Urban Decay Original Naked Eyeshadow Palette retails for $59 and will be available for a limited-time exclusively at Ulta in-store and online starting Aug. 4.
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