The brand has announced the demise of its iconic nude-themed, 12-shade eyeshadow palette. It had sold over 30 million units globally since its creation in 2010.
The reason for discontinuing the palette is still unknown.
“Saying goodbye to Naked is extremely bittersweet,” said Urban Decay founding partner Wende Zomnir in a statement.
“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. Urban Decay will continue to thrive in Naked’s memory and honor — just wait and see.”
In a surreal twist, a funeral was held for the palette on Thursday in Newport Beach, California, attended by Urban Decay ambassador Nicole Richie and influencers Kandee Johnson and Shayla Mitchell.
“Everyone has tried to copy you, but no one has been able to capture your true essence,” -Richie
The cryptic move has left beauty fans perplexed, but to compensate, Urban Decay is offering shoppers one last chance to get their hands on the palette for the reduced price of $27.
Watch the funeral below;