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The Iconic Urban Decay Original Naked Eyeshadow Palette Is Finally Back — For Now.

Hurry to grab yours at Ulta before the iconic product is back in the vault.

By Claire Sullivan Plus Icon

Claire Sullivan

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August 4, 2024, 5:00am

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You can finally toss the Naked Eyeshadow Palette you’ve been squirreling away since 2015. After discontinuing the 12-pan palette that carried millennials and Gen X’s finest through the golden years of 2010 to 2018, Urban Decay has resurrected that decade’s most legendary beauty product. The Urban Decay Original Naked Eyeshadow Palette is back for a limited time and now’s your chance to buy it over at Ulta.com.

The Naked Palette was an anomaly for Urban Decay when it launched in 2010, a brand whose eyeshadow palettes were full of vibrant colors rather than the shimmery, earthy nudes you’ll find in the reissued Naked palette. It was a viral success primarily by word of mouth versus TikTok influencers and counted many celebs as fans (Kate Middleton is rumored to have recommended it to Michelle Obama in 2016). One Naked Palette was sold every six seconds until it was discontinued in 2018, which according to the brand, amounted to over $1 billion in sales. When it left shelves seemingly for good, Urban Decay held a funeral in its honor with Nicole Richie leading the eulogy.

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Urban Decay has released a litany of Naked palettes in the years since, but none have eclipsed the star power of the OG. I can attest to the magic in those 12 little rectangles of powdery, light-reflective pigment. My Naked Eyeshadow Palette was as essential to my 2010s aesthetic as my Lucky Brand skinny jeans. I was wearing the soft mocha “Buck” shade during my first college breakup; rose gold “Toasted” was my tint of choice for job interviews in 2015. I hit pan on most of the shades, save the sparkly charcoal “Gunmetal,” which I could never figure out how to wear on my fair complexion.

WWD Shop editor Claire Sullivan tests the new Naked Eyeshadow Palette from Urban Decay. WWD/Claire Sullivan

Loyalists on TikTok record videos using their now-decade-old palettes, while others have resorted to selling used — yes, used — ones on Poshmark for upwards of $100. (Editor’s note: Naked Palettes expire two years after you first open them.)

Now available in limited quantities at Ulta, the Naked Palette features all 12 original shades that you know and love. Urban Decay made minimal changes to the palette’s design and formulations, including an extended mirror and a cruelty-free makeup brush. The eyeshadows themselves are now vegan, and Urban Decay made tiny tweaks to the formula so they apply with less fall out than the original.

We don’t know if Urban Decay will reissue the palette once this batch sells out, and hundreds of thousands of beauty lovers on TikTok have been buzzing about this drop since it was announced last week. Move quickly to grab your Naked palette before it’s gone for good.

Sign up for WWD Shop’s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.

Urban Decay The Original Naked Eyeshadow Palette

Buy Now at ulta $59

Price upon publish date of this article: $59

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Meet the Author

Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over eight years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She keeps her finger on the pulse of all things related to beauty and wellness, as well as the latest shopping trends and clothing brands. Sullivan has owned many Urban Decay eyeshadow palettes in her lifetime and tested the re-released Naked Eyeshadow palette you can buy now.

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