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To say that beauty lovers lose their minds over anything Naked-related from Urban Decay cosmetics is an understatement.

The cult-favorite make-up brand released its first Naked eyeshadow palette, a set of 12 wear-with-everything shades, in 2010 and has had a stronghold in the space ever since, with one product from the now-expanded line selling every three seconds.

Today, Urban Decay announced it will release a fifth Naked palette,Naked Ultimate Basics, in September.

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Although she's portrayed as one of the most beautiful women in history, the truth is, her most powerful qualities were her intelligence and self-creation. She was the original pioneering woman.' Kat Von D Serpentina Eyeshadow Palette is completely free of animal-derived ingredients. The amount of palettes I have I'm completely comfortable with. I use and love all of them, and each were well-researched purchases. I have my eye to buy at least three more palettes (Kat Von D Serpentina, Too Faced Peanut Butter & Jelly and Too Faced Sweet Peaches) this year. About Kat Von D Beauty Kat Von D Beauty is all about hyper-performance, vegan and cruelty-free makeup that empowers you to unleash your inner artist. In her nonstop pursuit of creating the most perfect beauty products you’ve never imagined, Kat Von D tests and wears everything she makes, drawing inspiration from her experience as an artist.

Matte about you: Urban Decay is launching a new, all-matte eyeshadow palette in September called Naked Ultimate Basics

This one, though, doesn't follow the same formula as its sister palettes.

For one thing, it's comprised of 12 entirely matte shades. The previous palettes have all been a combination of matte and shimmer-y shadows. For another, Ultimate Basics comes in a gold, square package, instead of the long, rectangular one fans have come to expect - and seemingly every other brand has tried to mimic.

'I love the square because the mirror is really big,' said Urban Decay chief creative officer and founding partner Wende Zomnir in a video announcing the launch. 'You can get in there and do your make-up. It's perfect for traveling with, and this is a palette you'll want to have with you all the time.'

The 12 matte shades are completely new to the brand, and according to Wende, have 'a creaminess and blendability that you won't find in any other shadow.'

Ask and you shall receive: Urban Decay founding partner Wende Zomnir broke the news to the brand's Instagram followers that the matte palette of their dreams was coming soon

Same, same but different: Although the palettes are distinctly different, there are a few shade similarities between Naked Ultimate Basics (left) and Kylie Jenner's Kyshadow Bronze palette (right)

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Ultimate Basics was born out of customer feedback. 'We've been seeing your comments on social, we've been listening to the customers in stores, who have said to us, 'We want an all-matte Naked Palette,' said Wende.

In showing just how in-tune the brand is with social media, Wende herself revealed the news in the comments section of an Urban Decay Instagram post. Followers responded with comments of their own, including: 'Forget everything else, we are buying this,' and 'It's so beautiful I want to cry.'

Two of the colors getting the most buzz are also some of Wende's favorites. There is a burnt orange called Extra Bitter, which reminds us of the Hematite shade in Kylie Jenner's Kyshadow Bronze palette and reddish brown called Lethal.

All new: The palette contains 12 never-seen-before shades that work on a range of skintones

Wende said she likes to use Extra Bitter in her crease and Lethal around the edge of the eye or to do a cut crease.

The biggest criticism of the palette so far has been from fans who are concerned the shades won't work for darker skin tones. One YouTube commenter wrote, 'This is a lovely palette, but I wish there was more variety in the deeper shades. I'm afraid the first five shades in the top row will all look the same on my deep skin. We'll see!'

Urban Decay claims the palette works for everyone though. 'There's such a broad range of shades in Naked Ultimate Basics, that this palette works great on everyone from people with fair skin to olive skin to deeper skin tones,' said Wende.

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Seven of a kind: Naked Ultimate Basics joins six other Naked eyeshadow palettes, including (from top left): Naked, Naked2, Naked3, Naked Smoky, Naked Basics and Naked2 Basics

Naked Ultimate Basics will be available September 18 at UrbanDecay.com for $55.

The palette joins the original Naked palette, Naked2, Naked3, Naked Smoky, Naked Basics and Naked2 Basics.

Naked Ultimate Basics is the latest much-hyped offering in what we're calling Palette-palooza season.

Of course, there was Kylie's Kyshadow palette and Kat Von D's Serpentina Eyeshadow Palette, both of which were released in July. Then, last week one of Kylie's main make-up artists, Hrush Achemyan, launched her own lip and cheek palette with Tarte Cosmetics, and just yesterday beauty vlogger NikkieTutorials dropped her Power of Makeup collection with Too Faced cosmetics.

Later in the year, we can look forward to another Too Faced collab - this one with Kat Von D, a palette from another Kardashian/Jenner glam-squader, Mario Dedivanovic and two more Kyshadow palettes from Kylie.

Kat Von D Serpentina Serial Number Lookup

Let's collaborate (from left): ShopToo Faced and NikkieTutorials Power of Makeup Palette ($56,toofaced.com) and Tarte Limited-edition Styled by Hrush Eye & Cheek palette ($30, tartecosmetics.com)

Kat Von D Serpentina Serial Numbers

Go glitter: Kat Von D Serpentina Eyeshadow Palette ($45, katvondbeauty.com)

Kat Von D Serpentina Serial Number List

Coming soon: Get ready for the ultimate partnership from Kat Von D and Too Faced, out this December

Glow on: Mario Dedivanovic, a key member of the Kardashians' glam squad, is launching his own palette in October