The US-based brand sold of 30 million units worldwide of the famous palette over eight years in production
Colour cosmetics brand Urban Decay has announced the discontinuation of its iconic Naked eyeshadow palette, and launched a tongue-in-cheek funeral-style campaign to mark the occasion.
To date, over 30 million palettes have been sold across the globe and, in its hey-day, one was purchased every six seconds, making the brand more than US$1bn in its eight years in production.
The palette fast became a catalyst for the current eyeshadow market and remains a cult-favourite among consumers.
Commenting on the discontinuation, co-founder of the brand Wende Zomnir said: “Saying goodbye to Naked is extremely bittersweet.
“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.”
She continued: “I will forever miss Naked, but we plan to turn the grief into even more greatness. Urban Decay will continue to thrive in Naked’s memory and honour.”
Fans also took to social media to express their for the product:
Time to say goodbye to a cult favorite 😔 https://t.co/0y3C2Fbtub #beauty #makeup #urbandecay #blogger— Mariann Yip (@mariannyip) August 27, 2018
When you heard urban decay is discontinuing their naked palette you stack up 😼😭😭😭😭 #UrbanDecaynaked #urbandecay #NakedPalette #discontinued #2018 #makeup #eyeshadow pic.twitter.com/jwYuqA9y30— LuvBreeaa (@BeeCareless) August 25, 2018
RIP the OG palette and my fave everrrrrr. Amazing send-off @UrbanDecay— Laura Coull (@lauracoull) August 24, 2018
The Naked Funeral | Urban Decay Says Goodbye to the Original Naked Palette https://t.co/6VTHOwek4u
The brand has also released a funeral-style video for the product, featuring famous faces including beauty bloggers and brand founders alike, and fashion designer Nicole Richie.
However, Naked’s legacy is not completely over, as consumers will still be able to get a small number of the product’s sister palettes, such as Naked Heat and Naked Ultimate Basics [where? And until when?].