COSMETICS brand e.l.f. is selling a £12.50 eye shadow palette to rival Urban Decay’s Naked Heat version – but it’s £27 cheaper.
The New York-based brand Eyes Lips Face (e.l.f), features a mixture of 10 matte and shimmer shades to create beautifully subtle to bold eye looks.
E.L.F. New York-based cosmetics brand e.l.f. is selling a £12.50 eye shadow palette to rival Urban Decay’s Naked Heat
The palette is a dead-ringer for the popular Urban Decay product, which features 12 shades touted as “scorched neutrals” – basically warm pinks, bronzes and browns.
Like its pricier rival, the e.l.f version, which is available to buy online and in Superdrug, also features a handy full-size mirror built into the compact.
However it doesn’t come with a double-ended application brush like the Urban Decay palette, which costs £39.50.
Established in 2004, e.l.f. Cosmetics has grown from an e-commerce business to a global brand with a 30 million-strong beauty community – and is one of the fastest growing cosmetics companies in the U.S.
e.l.f. The £12.50 e.l.f. palette features a mixture of 10 matte and shimmer shades URBAN DECAY The Urban Decay Naked Heat palette features two extra shades but is £27 dearer
It’s available to buy from 250 Superdrug stores across the UK and a selection of pharmacies in Ireland.
The Urban Decay Naked eyeshadows have been a cult favourite since the release of the first palette in 2010 and have sparked a fair number of dupes.
In June we told how make-up brand NYX is selling a version that costs a fraction of the price at £16.
We let little girls do their mums’ make-up and the results were hilarious