A cult setting spray revival that says everything about modern beauty
The revival of a discontinued setting spray formula by a newer beauty player is a clear example of how nostalgia, proven performance and lower pricing are reshaping competition in the make-up market, turning past cult favourites into present-day weapons in the setting spray revival story. MCoBeauty is bringing back the original formula behind one of the most recognisable setting sprays by partnering with Skindinavia to launch All Dayer Setting Spray after Urban Decay discontinued the cult product last year. This is more than a sentimental nod; it is a pointed challenge to the idea that only legacy brands can own iconic formulas. With a 16‑hour hold and a fine mist application, All Dayer is engineered to satisfy existing fans of the original while inviting price‑sensitive shoppers who still want their make‑up to last all day.
Luxury for less: when a discontinued formula relaunch undercuts the original
MCoBeauty is not reviving this formula as a nostalgia-only tribute; it is turning it into a pricing statement. All Dayer is priced at £15 for 120ml, almost half the £29.50 tag carried by the former Urban Decay All Night Setting Spray. That gap matters. Consumers who resented watching a favourite product vanish now see it return in near-identical form, with the same patented cooling technology and performance Skindinavia previously produced for Urban Decay, at a noticeably lower price. This is a subtle but powerful rebuke to traditional luxury pricing and a direct appeal to shoppers who increasingly associate value with smart alternatives rather than prestige logos. The brand itself stresses that it benchmarks luxury while keeping prices accessible, positioning All Dayer as proof that respected formulas do not need premium mark‑ups to command loyalty.
Setting sprays as everyday essentials: the e.l.f. Power Grip lesson
MCoBeauty’s move lands in a category that is anything but niche. The viral e.l.f. Power Grip range has become a staple in many make‑up bags, demonstrating how base and setting products can anchor day‑to‑day routines rather than sit on the fringe. The Power Grip Stick & Set Duo, which bundles the cult primer and Power Grip Dewy Setting Spray with 20% off, directly targets shoppers who want their look to stay fresh all day while making the most of a saving. The primer’s sticky gel texture is designed to grip complexion products, while the dewy setting spray locks everything in and can be misted throughout the day to refresh make‑up without heaviness. In other words, consumers now expect accessible, high‑performance tools that create a long‑lasting base and natural glow in one simple routine — expectations that any setting spray revival must meet or exceed.
From dupes to icons: why resurrected formulas change the game
For years, the conversation around alternatives to prestige beauty has revolved around dupes — products that mimic the look or finish of higher‑priced favourites. MCoBeauty has played in that space, gaining attention with affordable alternatives to brands like Charlotte Tilbury, Sol de Janeiro and Glow Recipe while facing legal challenges over alleged similarities to some luxury products. All Dayer marks a more assertive evolution. Instead of copying, it restores an original, patented formula that consumers already know and trust, reframing the brand from imitator to challenger of luxury pricing. According to TheIndustry.beauty, “the latest product launch highlights the continued evolution of the beauty industry’s dupe market” as MCoBeauty aims to position itself away from simple copycat status and toward high‑performance, trend‑led products at accessible prices. The discontinued formula relaunch turns the past into proof: if the formula worked before, it can anchor loyalty now — without the old price.
What this means for shoppers and the next wave of setting sprays
For ordinary users, the impact is straightforward: more choice, less compromise. Those mourning the loss of a favourite setting spray get a chance to buy the original formula again in All Dayer, with 16‑hour hold and fine mist delivery packaged under a more accessible price strategy. Meanwhile, fans of the e.l.f. Power Grip collection can lock in base performance through the primer and dewy setting spray duo, currently offered with 20% off and tailored to longer‑lasting make‑up during holidays, festivals or special occasions. With that discount available for a limited time, shoppers who want to refresh their make‑up kits have a clear incentive to act before it ends. Taken together, these launches signal a future in which iconic formulas need not disappear and staying power is non‑negotiable. The brands willing to revive, refine and fairly price setting sprays are the ones most likely to secure everyday space in make‑up bags.
