When Urban Decay announced it was discontinuing its fan-favorite Naked palette in 2018, you could practically hear millions of beauty fans' hearts breaking around the world. The 12-shade eyeshadow palette reached the kind of virality other brands only dream of, with more than 30 million units sold—that's about one every six seconds—all without the influencer culture we know today.
Millennials and my fellow older Gen Z-ers will remember spending the 2010s recreating YouTube makeup tutorials with the original. It was so beloved, that many devoted fans kept it well past the expiration date. I myself used the eyeshadow palette every single day to create a smokey eye that was far too dark for the daytime hours of high school.
