Thanks to Gwen Stefani and Urban Decay, your go-to shadow primer now does more than just extend the staying power of your Naked 3 Palette. The star and brand have joined forces to launch The Ultraviolet Edge, an initiative created by Urban Decay co-founder Wende Zomnir that aims to donate $500,000 toward organizations that help empower women---and that's just in its first year running. Over the next five years, The Ultraviolet Edge and Urban Decay hope to raise $3 million in donations for charities devoted to making the world a better place for women, starting with a tube of primer.
To kick off the initiative, Urban Decay just launched a limited-edition version of their famed Eyeshadow Primer Potion in Enigma ($20; urbandecay.com), a new matte formula, and 100 percent of the proceeds will go toward the Women's Global Empowerment Fund to provide micro loans, literacy programs, as well as business and leadership training to women in post-war Uganda. The Enigma shadow primer is the first in a series of products to come that will benefit The Ultraviolet Edge, and fun fact, the proceeds from just three tubes can fund a life-changing micro loan for one woman.
So, how does Gwen factor into the equation? Stefani and Zomnir go way back, to the mid-'90s to be exact, when both Urban Decay and No Doubt were both new to the scene. Also hailing from Orange County and falling in-line with the brand's cool-girl aesthetic, Stefani seemed like the obvious choice for the partnership. Instead of calling attention to the product as most would in a traditional release, the star will increase awareness for the cause, and encourage fans to make a change in the world.
"Like us, she has a history of breaking down barriers," Zomnir says in a release. "We dig Gwen's innate ability to set trends and defy expectations. She also shares our passion for empowering women, and will help give this initiative the attention it deserves." Head over to urbandecay.com now to pick up a tube of the Eyeshadow Primer Potion, which will donate the full $20 toward the cause, and to find out more about The Ultraviolet Edge.