For Urban Decay it may be an issue that they are so synonymous with the product, that they may need to grow beyond that to grow the brand image into something else for the brand’s future,” he said, while adding that while it is not clear if the brand’s sales of Naked Palettes have begun to decline, but emerging brands such as Kylie Cosmetics are able to reach comparable sales faster than ever. The Naked Palette has been a total game changer and category creator, leading the palette category for the last eight years. It’s become a staple in everyone’s makeup collection, and we’re so proud of that,” said a brand spokeswoman. “But they say if you’re going to go out, you should go out on top, so it’s time to do that. And we need to make room for what’s next,” At the same time, today’s younger consumer expects a greater sense of discovery and newness with beauty brands, and hero products can be a double-edged sword, Donnelly said.