It doesn’t seem possible, but Urban Decay is getting even more naked.
The L’Oréal-owned brand is unveiling Naked Ultimate Basics, the latest in its best-selling Naked franchise of palettes that’s spanned six years and includes seven prior iterations still in stores: Naked, Naked2, Naked3, Naked Basics, Naked2 Basics, Naked Flushed and Naked Smoky. Available at Ulta Beauty, Sephora and Macy’s, the new $55 palette contains a dozen neutral, matte eye shadow shades.
After a string of recent hits, notably the extensive Vice Lipstick range, Naked Ultimate Basics could further charge Urban Decay, which, in releasing its results for the first half of this fiscal year, L’Oréal described as “at the forefront of the makeup boom with the launch of Vice Lipstick.” Along with Yves Saint Laurent, Lancôme, Giorgio Armani and Kiehl’s, Urban Decay helped drive sales for the period in the L’Oréal Luxe division up 5.6 percent to nearly $4 billion euros, or almost $4.5 billion at current exchange.
Introduced during a luncheon Monday at the hotspot Ysabel in West Hollywood, Calif., Naked Ultimate Basics is housed in a gold case, a bit of a departure from the usual rectangular Naked packaging fare, striated with lines emanating from the middle in a starburstlike fashion. Among the shades in the palette are the burnt orange Extra Bitter and the reddish brown Lethal. Urban Decay uses a so-called Pigment Infusion System to give its shades velvety textures and rich hues. In addition to the shades, there are a full-size mirror and double-ended brush inside the case.