Urban Decay’s eye shadow palettes are the stuff of legend. For a brand that was largely known for its rich rainbow of colour (one super-fan even had their car sprayed to match the vibrant hue of her favourite Urban Decay nail polish, the now-retired Asphyxia), its 2010 debut of Naked, a 12-shade nude eye shadow palette, was a gamble; one that certainly paid off. It might have started out as an office brainstorm, but the Naked palette became one of the most iconic beauty products of the last decade. Since then, the success of the original palette has spawned an array of iterations: Naked2 (retired), Naked3, Naked Smoky (retired), Naked Basics (retired), Naked2 Basics (my beloved six-shade palette, which I’m buying in bulk incase it also gets retired), Naked Heat, Naked Petite Heat, Naked Reloaded, Naked Cherry, Naked Honey, and most recently, Naked Ultraviolet.
Beloved by beauty editors, enthusiasts, celebrities (here’s looking at you, Lizzo and Joey King), and makeup artists alike, Urban Decay’s eye shadow palettes are so popular, it has been reported that one Naked palette is sold every seven seconds worldwide.