MCoBeauty brings back original Urban Decay formula in new 'All Dayer' launch

MCoBeauty is reviving the original formula behind one of beauty’s most recognisable setting sprays, partnering with Skindinavia to launch All Dayer Setting Spray following Urban Decay’s decision to discontinue the cult product last year.

The Australian-founded beauty brand, which entered the UK market exclusively through Superdrug in 2025, said the new launch uses the same patented cooling technology and performance as the original formula previously produced by Skindinavia for Urban Decay.

The move marks another step in MCoBeauty’s “luxury for less” strategy, bringing a high-performance product to shoppers at a lower price point. All Dayer will launch online on 14 August via Superdrug.com, TikTok Shop and Amazon, before arriving in Superdrug stores nationwide from 9 September.

Priced at £15 for a 120ml bottle, the setting spray will cost almost half the price of the previous Urban Decay All Night Setting Spray, which retailed at £29.50.

In an interview with TheIndustry.beauty last year ahead of MCoBeauty’s UK launch, Peter Stocks, CMO Europe at MCoBeauty, said the brand was focused on creating “high-performance, trend-led products” while keeping prices accessible.

"We’re not interested in being a copycat brand. Instead, we benchmark luxury, delivering quality and style at an accessible price point. That value equation is what sets us apart," he added.

The latest product launch highlights the continued evolution of the beauty industry’s “dupe” market, where brands have built significant growth by offering affordable alternatives to premium products. However, MCoBeauty’s latest move represents a shift in the conversation, positioning itself not as a copycat brand but as a challenger to traditional luxury pricing.

The brand has previously gained attention for its affordable alternatives to products from brands including Charlotte Tilbury, Sol de Janeiro and Glow Recipe, while also facing legal challenges around alleged similarities between some products and their luxury counterparts.

The launch comes as setting sprays continue to grow in popularity, fuelled by social media trends and demand for longer-lasting makeup. MCoBeauty said All Dayer delivers a 16-hour hold alongside a fine mist application.

By bringing back a formula already familiar to beauty consumers, MCoBeauty is betting on nostalgia, performance and affordability as it continues to expand its presence in the UK market.