Makeup brand Urban Decay has partnered with Grammy Award winning singer-actress Gwen Stefani to launch the Ultraviolet Edge, a women's empowerment initiative. Over the next five years the program intends to donate $3 million worldwide to organizations that fight for women’s rights.
The Newport Beach, California-based Urban Decay prides itself on creating beauty with an edge, “Feminine, dangerous and fun, it appeals to women who relish their individuality and dare to express it.”
Stefani helped draw attention to the brand with her fondness for deep red Gash Lipstick. The blonde singer’s best-known acting role was as Jean Harlow in Martin Scorsese’s 2004 Howard Hughes biopic, The Aviator.
Founded in 1996, Urban Decay sought to shake up the beauty world with colors inspired by cityscapes named Roach Smog, Rust, Oil Slick and Acid Rain. It does not employ animal testing in the creation of its products. Last year, to honor the film’s 20th anniversary, Urban Decay launched the “Pulp Fiction Collection” of lipstick, nail polish, eye shadow and heavy metal glitter eyeliner so that women could emulate the look of Uma Thurman in the movie. In 2013, French makeup giant the L'Oréal Group bought Urban Decay for an estimated $350 million, according to NYDailynews.com.
"We hope that by helping to fund organizations that fight for the rights of women everywhere, we can encourage and empower all women to embrace their individuality in everything they do," Wende Zomnir, cofounder and chief creative officer of Urban Decay told Glamour Magazine. "When you invest in women, everyone benefits."
Enigma is a limited edition eye shadow primer potion. Urban Decay is donating the entire purchase price of this product to the Women's Global Empowerment Fund whose mission is “to support women through economic, social and political programs; creating opportunities while addressing inequality, strengthening families and communities.”
The fund will use the donation to provide microloans and training to the women of Northern Uganda which is still recovering from a brutal civil war that at its height displaced nearly two million people.
Ultraviolet Edge is hardly Sefani’s first charitable venture. Several times, she has auctioned off costumes and clothing that she’s worn. A single dress raised more than $125,000 for amfAR, the Foundation for AIDS Research. Most notable was her $1 million 2011 donation to Save the Children's Japan Earthquake–Tsunami Children in Emergency Fund.
Buying Urban Decay’s makeup would be doing good by looking good.