Urban Decay has reintroduced its iconic Naked Eyeshadow Palette, which launched on August 4 and is exclusively available at Ulta Beauty stores, as well as online at ulta.com and urbandecay.com. The relaunch has generated significant interest, resulting in billions of social media impressions and rapid sales, with Urban Decay’s website selling through 60% of its stock within the first 48 hours. In less than a month, the Naked Palette has sold out online, surpassing sales from its previous launch.
Arnaud Kerviche, VP of Marketing at Urban Decay, attributed the successful relaunch to the brand’s enduring appeal and the support from its loyal customer base. The collaboration with Ulta Beauty has played a crucial role in reviving the palette, reinforcing its status in the market.
To build anticipation for the relaunch, Urban Decay implemented a comprehensive marketing strategy, which included teasing the product on social media platforms. A partnership with influencers helped to create buzz, with early promotions generating millions of views and discussions across platforms like Instagram and TikTok. Influencers from both the early beauty YouTube era and contemporary creators participated in the campaign to connect different generations of makeup enthusiasts.
Maria Salcedo, Senior Vice President of Merchandising at Ulta Beauty, emphasized the significance of the Naked Palette in beauty history and its role in empowering users to express themselves. The palette’s revival aims to introduce its versatility and rich pigment formulas to a new audience while celebrating its legacy.
Originally launched in 2010, the Naked Palette became a bestseller, leading to over 30 million units sold and generating significant revenue before it was officially discontinued in 2018. The new version closely resembles the original, featuring classic shades like Sin and Toasted, along with an updated vegan formula designed for improved texture and longevity. The palette retains its signature velvet packaging and now includes a larger mirror and an enhanced cruelty-free brush.