10 Outstanding Products That Changed the Beauty Business Forever

C'mon, you knew this one was coming. Naked might have well trademarked the term "rabid." That's because a seemingly innocuous collection of heretofore "boring" neutral tones were given the UD treatment and turned into a fabulously curated, easy-to-mix makeup must have that everyone and their mother wanted to get their hands on.

The palettes sold out, creating many sads for Naked junkies. Then along came Naked 2, Naked Basics, Naked 3 . . . so much Naked. Suddenly, everyone came out with their own nude shadow palettes and we hit peak Naked. Or so we thought.

Urban Decay keeps finding new ways to surprise us with its Naked-ness, the latest being Naked Heat. Who knew ambers could be so darn wearable? We're hoping they keep it up with this sauciness for a long time to come. We wouldn't be mad if we got to a Naked 30.

Urban Decay Naked Palette ($54)