By Kara Nesvig, Allure
There are anticipated product releases, and then there’s Coloured Raine’s
Queen of Hearts palette. Though the palette was first launched in late
2016, fans are still clamoring to get their hands and makeup brushes on
it. The latest release sold out in — wait for it — FOUR. MINUTES. That’s
like a Kylie Lip Kit!
[post_ads]The demand for the palette, which features a mix of twelve matte and shimmery foil shades in gold and berry tones, meant that the indie brand’s fans were ready and waiting to purchase the product when it dropped online in a limited release. Of course, the frenzy lasted just minutes until sell-out time, leaving many users disappointed to find that the palette removed from their shopping cart come check out time. The Queen of Hearts page on Coloured Raine’s site felt the pressure, too; it currently reads “404 Page Not Found.”
Coloured Raine took to Instagram to apologize. “We feel sick to our stomachs that everyone was not able to get their hands on the QOH during the limited restock,” the company wrote. “We did not expect all of this love & support and want to thank all of you for coming through as you always do! The palette will not be returning however, some of the shades will be returning as permanent single pans within a short while.”
Coloured Raine isn’t as well-known as record-breakers like Urban Decay or Too Faced (whose Sweet Peach palette inspired a similar frenzy), but it’s got a devoted fan base of makeup addicts who are feeling pretty upset about the experience. One Reddit user on the /r/MakeupAddiction/ forum wrote, “Who has the patience or time to play these nonsense games? Not me, I gave up on the company and this palette.” Another agreed. “I'm kind of disappointed with Coloured Raine, this palette has been raved about for months. They should have anticipated it would have a high demand.
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Having it sell out in 4 mins means there was a ridiculously low amount of product available.” As the company stated in an Insta post, Coloured Raine won’t be bringing Queen of Hearts back, but instead selling certain shades as singlesIf you really, really want to score the Queen of Hearts palette, it’s available on eBay for over $200. Yesh.
