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14th Jul 2019

Urban Decay is launching a brand new foundation, and it looks absolutely unreal

urban decay

Amazing news.

Ladies, we have some glorious news.

The makeup GURUS in Urban Decay have just launched a brand new foundation.

And the concept behind this incredible new product is fabulous.

Urban Decay is totally over those “Your skin, but better” products (same) and the idea that looking flawless requires covering up who you really are.

And so Stay Naked Weightless Liquid Foundation was born.

This new real-skin matte, waterproof, and vegan formula lasts up to 24 hours and rejects the idea of a one-foundation-fits all solution.

Let’s be real – no two skin tones are identical; consider all the different shades you’ll even find on a single face.

It’s subtle undertones that make each of us unique, so the 50 (yep 50!) precisely calibrated shades reflect your skin’s actual colour. This way, you can find your exact match.

Stay Naked feels like a second skin, thanks to a breathable, flexible formula that moves with you.

This longwear liquid foundation not only feels better on your skin, it even looks better with its stay-true colour, which minimises the appearance of pores.


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SWIPE to peep our Stay Naked Collection, starting with ?…. Stay Naked Weightless Liquid Foundation: This 24 hour longwear foundation has a real-skin matte finish that not only looks gorgeous, but feels amazing thanks to its breathable and flexible formula. Stay Naked Correcting Concealer: Use this 24 hour, second-skin matte finish concealer for just about anything, from adding extra coverage to highlighting your cheekbone. Vice Lip Chemistry: Twelve shades of high-gloss, lightweight, vegan lip tint that reacts to your pH, creating a custom shade unique to your skintone. AVAILABILITY: – on July 19 – and in-store at Ulta on July 21 –,, and on July 29 – In-store at Macys, Belk and Nordstrom on August 1 – In-store at Sephora and Sephora inside JCPenny on August 1 – Australia, Hong Kong, Indonesia, Korea, Malaysia, Singapore and Thailand: starting August 1 – Canada and UK: starting July 18 – Mexico: starting August 5 #StayNaked #UrbanDecay #PrettyDifferent

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Plus, it’s vegan and cruelty-free, containing zero animal-derived by-products or ingredients.

The innovative, buildable medium-coverage formula reflects the true hue of your skin, down to its master tone and subtle undertones.

The 50 shades break it down by 9 shade intensities, 3 master tones, and 7 undertones. After you select your shade intensity, the helpful humans at Urban Decay will help you determine whether you’re a cool, neutral, or warm master tone.

From there, they will zone in on your undertones: pink (rosy), green (olive), blue (plum), neutral, yellow (golden), orange (peachy), and red (rich). You can find your Naked truth with the online shade finder or with any Urban Decay Beauty Artist in store.

Stay Naked Foundation (€36) and Concealer (€24) will launch nationally on August 1st.