Urban Decay Just Re-Released the OG Naked Eyeshadow Palette at Ulta

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You can finally dust off that Naked Eyeshadow Palette you’ve had stashed away since 2015. After discontinuing the 12-shade palette that powered the pinnacle of millennial and Gen X-ers during the golden age of 2010-2018, Urban Decay is bringing back one of the most legendary beauty products of the decade. The Urban Decay Original Naked Eyeshadow Palette is back for a limited time, and now’s your chance to shop it on Ulta.com.

The Naked palette was an anomaly for the brand, as the brand launched its eyeshadow palette in 2010, full of vibrant colors rather than the shimmery, earthy nudes seen in the relaunched Naked palette. The palette quickly went viral, mainly through word of mouth and TikTok influencers, and many celebrities became fans (Kate Middleton is rumored to have recommended the palette to Michelle Obama in 2016). Until it was discontinued in 2018, the Naked palette sold one every six seconds, and according to the brand, its sales exceeded $1 billion. When the palette seemed to have disappeared from shelves for good, Urban Decay held a funeral in its honor, with Nicole Richie giving the eulogy.

Urban Decay has released numerous Naked palettes since then, but none have topped the star power of the OG. I can attest to the magic that lies in those 12 tiny rectangles of powdery, light-reflecting pigment. Naked eyeshadow palettes were as essential to my 2010s aesthetic as Lucky Brand skinny jeans. The soft mocha shade “Buck” was my go-to for my first college heartbreak; the rose gold “Toasted” was my color of choice for a job interview in 2015; most of the colors were flops, except for “Gunmetal,” a shimmery charcoal that I had no idea how to apply on my fair skin.

Loyalist Tick ​​tock Now, people are recording videos using 10-year-old palettes, and others are selling their second-hand (yes, second-hand) versions on Poshmark for over $100. (Editor’s note: Naked Palettes expire two years after opening.)

Available in limited quantities now at Ulta, the Naked Palette features all 12 of the popular original shades you know and love. Urban Decay made minimal changes to the palette’s design and formula, including an extended mirror and cruelty-free makeup brushes. The eyeshadows themselves are now vegan, and Urban Decay has tweaked the formula so they’re less prone to fallout than the original.

It’s unclear whether Urban Decay will reissue this palette once this batch sells out, but hundreds of thousands of beauty lovers on TikTok have been talking about the drop since it was announced last week, so hurry up and grab your hands on the Naked palette before it’s gone completely.

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About the Author

Claire Sullivan Sullivan is the Senior Beauty & Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits articles about beauty, fashion and lifestyle. She has over 8 years of experience as a writer and editor for national media outlets, including Martha Stewart Living, Martha Stewart Weddings, InStyle and Byrdie. She stays on top of all things beauty and wellness, as well as the latest shopping trends and clothing brands. Sullivan has owned many of Urban Decay’s eyeshadow palettes over the years, and she even tested the re-released Naked Eyeshadow palette, which is available to purchase now.