Everywhere I have ever seen it (Ulta, Sephora, Amazon) it is $50. At Ulta and Sephora if you spend $50 or more you get free shipping and either site/store, but usually Ulta, often has a free gift with purchase. Most of these palettes come with a travel sized Primer Potion eye shadow primer which is perfect, but the Naked2 Palette usually comes with a travel size Lip Junkie lip gloss. If you spend over $25 at sephora.com you can usually get a free gift add on which can sometimes be really awesome - you just have to enter the coupon code at checkout and sometimes you have to be a VIB member. Compare sites to see which has the better deals for add ons and free gift with purchases.