There’s big news in the beauty world again, and the buzz word is eyeshadow. One of the brands that’s known for it is Urban Decay, and that’s exactly who is headlining recently. Urban Decay is the notoriously edgy company that was one of the first to release excellently pigmented eyeshadows in shades other than run-of-the-mill browns, greys, pinks and taupes. It has been sold at Sephora for as long as I can remember, and used to be one of the only truly innovative and exciting brands there.
Over the years Urban Decay has become famous not only for its eyeshadows, but for its palettes. In my opinion Urban Decay was instrumental in creating the palette craze that has taken over the cosmetics industry, steering customers away from purchasing a single eyeshadow for $18 when they can buy a palette of 6+ for anywhere from $40-$50. Customers are getting more product, more variety and convenient packaging while (seemingly) saving a buck. Although we all know that we set our minds to just spending that $18 and wind up shelling out more than double, but my previous reasoning is almost always our justification. That and they’re pretty.
The point of today’s rambling is to let you know of Urban Decay’s recent reformulation of its single eyeshadows, claiming to be smoother, more pigmented and more blendable than ever. Urban Decay has released a total of 68 shades for us to choose from, all coming in 5 possible finishes: satin, duotone, shimmer, sparkle and matte. With the variety of finishes and shades, you’re sure to find one that you like. The best part, however, is that you can choose 6 colors to place in your very own Urban Decay palette.
Customization is another sizable trend in the industry right now, and hats off to Urban Decay for making it even more enticing. Not only can you select whatever 6 shades catch your eye, but they are easily popped into the palette without any anxiety like that of depotting a MAC eyeshadow. With Urban Decay’s product, the eyeshadow has a magnetized backing that clicks into one of the 6 slots in the palette. This is quick, painless and interchangeable, so don’t think you have to limit yourself to ONLY choosing 6 shades.
You may have to restrain yourself.
All 68 eyeshadows ($18 each) and the palette (sold separately for $18.00) are now available at urbandecay.com and will be available shortly at Sephora.com and in Sephora stores. And never fear if a beloved shade of yours has been discontinued, Urban Decay has a dupe/suggestion list to give you a similar look. Go have yourself a swatch fest!