Urban Decay’s Naked Eyeshadow Palette may well be the most famous palette in the world, but as the brand revealed in a statement and series of increasingly dramatic Instagram posts on Thursday, it is being discontinued. Yes, the palette that the Duchess of Cambridge reportedly recommended to Michelle Obama, the palette that sold over 30 million units, the palette that promised the perfectly soft smoky eye in a variety of tonal color combinations every time, is to be no more.
“Today, the beauty world mourns Urban Decay’s beloved Naked Palette, the product that revolutionized neutral eyeshadows. A little bit naughty, often dramatic, and always in the press, the innovative game-changer and category creator will be laid to rest after eight years, without a smudge of regret,” said the statement. “Passionate Naked collectors – and pretty much anyone with eyes – will remember Naked as the beauty product that changed their lids forever. It was beautiful and mythical and millions of superfans, from misfits to moms to models, will miss Naked from Virgin to Gunmetal.”
The brand also posted an Instagram video of the product’s “funeral”, with a series of smoky-eyed influencers in attendance appearing to hold back tears as Nicole Richie read a eulogy ending with the words “you were the OG”. Yes, really. “The funeral is being held today in Newport Beach, CA in a nude-colored field with badasses and beauty influencers alike,” the accompanying caption read.
Fortunately for Naked palette fans, the original palette’s family lives on, from Naked Heat to Naked Ultimate Basics and our personal favourite: Naked3. And if nothing meets the standard of the OG in your eyes? The remaining stock of Naked palettes is being sold off (including products still available on Sephora.ae).
This article first appeared on Vogue.co.uk