Next Friday, American cosmetics company Urban Decay will be launching its blockbuster Naked On The Run face palette.
Priced at $85 and available at Sephora stores, it contains five neutral eyeshadows in shimmer, pearlescent and matte textures; a bronzer, blusher and highlighter; as well as a jet black mascara, deep brown eyeliner and rose pink lipgloss. Almost all shades in this handy travel kit are new.
Says Ms Wende Zomnir, the co-founder and chief creative officer of the brand, in an exclusive e-mail interview with Urban: "I'm always travelling and sometimes forget to pack something.
"So I wanted a kit that was fool-proof, and Naked On The Run was born."
The Naked series was first launched with an eyeshadow palette in 2010. It contained 12 complementary neutral shades that enhance one's natural features.
"I created Naked because I wanted a collection of easy-to-wear shades at my fingertips," adds Ms Zomnir. The palette turned out to be something many other women wanted too, and it soon became a best-seller.
Since then, four more Naked eyeshadow palettes have been launched. The shades in Naked 2 are generally warmer than the first palette, while the Naked 3 shades are based on rose gold.
There are also the Naked Basics and Naked 2 Basics, which comprise six pared-down matte neutral shades each.
The Naked palettes are so successful - the brand claims one is sold every five seconds - that Urban Decay has spun off an entire Naked collection of foundations, beauty balms, blushers, eyeliners and lipglosses.
Not to mention the countless copycat neutral palettes from other labels that are hoping to tap on the brand's success.
It would not be wrong, however, to say the popularity of the Naked collection is ironic.
Urban Decay was launched in 1996 because Ms Zomnir and the brand's other co-founder Sandy Lerner were looking for bold colours as an alternative to the boring beige, pink and red shades in the market.
One of their first products was Acid Rain, a greenish- yellow gold eyeshadow; and Oil Slick, a sparkly charcoal nail polish. The grungy colours made Urban Decay a hit with the goth crowd of the 1990s.
Urban Decay, a make-up artist favourite, still offers some of the brightest eyeshadow, eyeliner and nail enamel shades in crazy green, yellow and blue, as well as the deepest blacks, such as those packed in the Vice and Electric shadow palettes.
So why the focus on neutral shades?
"The Naked palettes work for all women and for any occasion. I think that's why these do so well. A naked eye is timeless and always on trend."