This Kate Middleton-approved eyeshadow palette sells every seven seconds

Some beauty products are so beloved they quickly become the stuff of legends. There’s Clarins Double Serum, Estee Lauder Advanced Night Repair, and of course, Chanel No. 5 fragrance to name but a few, but when it comes to makeup, there’s one bestseller that will always have our hearts. 

When we’re talking legendary eyeshadow palettes, only one springs to mind. Urban Decay’s Naked eyeshadow palette launched way back in 2010, and quickly reached icon status within the beauty community and for fans all over the globe. And now, despite the original palette being discontinued, it is reported that a palette from the Naked collection sells every seven seconds. In fact, some even claim it is closer to every five seconds. Either way, we’re pretty impressed, but perhaps not surprised.

Urban Decay Naked palette
Urban Decay

During its eight year run (the original palette was discontinued in 2018), the original Urban Decay Naked Eyeshadow Palette sold 30 million units, and was a go-to product for makeup artists and celebrities alike. In fact, rumour has it that Kate Middleton became a fan, and even recommended it to U.S. First Lady Michelle Obama, giving it both the royal and political seal of approval. 

The palette contained 12 shades, in ultra-flattering hues that suited all skin tones. Its textures were soft and buttery, easy to blend, and long-wearing. It ‘retired’ in 2018, and was even given its own funeral by the brand.

Luckily, there is still a generous range of Naked palettes to get your hands on if you missed the original or never got to try it in the first place. The palette that took the original’s place was Naked Reloaded, which took it place in 2019 alongside the Naked 2 palette (more cool toned), Naked 3 palette (more pink-toned), and an array of ‘Naked Basics’ palettes, which boast neutral, matte shades for a low-key look.

Urban Decay Naked Reloaded palette
Look fantastic

Naked Reloaded Palette, £39, LookFantastic

The brand has also launched spin-off versions such as Naked Cherry (red tones), Naked Heat (rich tones), and Naked Honey (golden tones), and there is even now a Naked foundation, concealer and blushers. The brand’s most recent addition is Naked Ultraviolet, which contains 12 purple-toned hues. You can shop the full naked collection on Urban Decay’s website.