Urban Decay is reformulating its iconic All Nighter setting spray and not everyone’s happy about it
If you’re a fan of Urban Decay’s All Nighter Setting Spray, the cult classic known for its ability to keep your makeup firmly in place for up to 16 hours, you’re in for some bad news. The company announced a reformulation of the All Nighter last week, the first in the product’s 15-year history, saying the updated version “lasts longer than ever with 24-hour wear, finer mist, temperature cooling technology and a refreshed scent”.
Just as the new line of sprays is set to launch in a few days, the original product manufacturer, Skindinavia, has taken to social media to distance itself from the updated formula and said announce that it is no longer working with Urban Decay. In an Instagram post, it said the new formula lacks the active cooling ingredients of the original.
Saying that it holds the patent to the cooling ingredient formula, Skindinavia assured longtime users that it would continue to make its version of the spray, and that it would be available to purchase through its own site as well as partner retailers.
Regretting that Urban Decay decided to end their partnership, Skindinavia called the L’Oréal-backed brand out on trying to diminish the original product to promote its new line. “Most small brands can’t stand up to big companies,” it said, and in doing so the brands “…hope[s] this might inspire others to do the same when being bullied”.
The news sent fans on Reddit into a frenzy, with one calling this “the end of Urban Decay” while another said it was “a big mistake”. Users agreed that the All Nighter was “the best product [Urban Decay] still made”.
Emmy winning makeup artist JK Bennet called out Urban Decay and L’Oréal for their promotions at their partner’s expense. In a comment on Skindinavia’s post, he said it “has always provided the best performance for professionals working in all media formats”.
If you’re a makeup user, you’re likely pretty loyal to your products and their formulation. We all know how annoying it is when brands change the formulation of beloved products and leave their customers with something that feels completely alien. We’ve seen it before in skincare and makeup brands, like Laniege, Maybeline and Revlon.
Skindinavia ended its post with a message saying that users should be able to decide whether a beloved product should change, not brands or companies.
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