IE 11 is not supported. For an optimal experience visit our site on another browser.

Urban Decay is discontinuing its Naked palette — but here's the good news

Yes, it's a sad day. But there's a silver lining: You can buy the palette for 50 percent off right now.
Bye-bye, Naked palette!
Bye-bye, Naked palette!
/ Source: TODAY

Our editors independently selected these items because we think you will enjoy them and might like them at these prices. If you purchase something through our links, we may earn a commission. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.

It's the end of an era for makeup lovers.

Urban Decay just announced that it's discontinuing its popular Naked eye shadow palette, arguably the brand's best-known product and a cult favorite since its launch in 2010.

In fact, the palette was so popular it spawned a series of spinoff products, including the Naked2, Naked3, Naked Heat and more. But beauty fans will never forget the OG: the very first Naked palette.

"Saying goodbye to NAKED is extremely bittersweet," Wende Zomnir, founding partner of Urban Decay, said in a press release about the breaking beauty news. "It was a big moment in our history. It's a little painful to leave your past behind, but it's also essential to always evolve. I will forever miss NAKED, but we plan to turn the grief into even more greatness."

The palette made more than $1 billion for the brand since its launch, and someone bought the product every six seconds, according to the release.

But don't worry, there's some good news: The Naked palette is still available right now, and it's even on sale for $27 at multiple places online, including Sephora, Ulta and Urban Decay — half off its usual price.

Urban Decay Naked Palette, $27 (normally $54), Sephora

What makes a deceptively simple row of neutral eye shadows so special? As fans will tell you, the variation is key: The multiple colors mean the shadows work on many different skin tones, and that it's just as easy to create a low-key daytime look as it is a smokey eye.

Plus, it's the palette that started all the other palettes, which is an accomplishment in itself. Brava, Naked! You'll be missed.