Gwen Stefani and Urban Decay's Ultraviolet Edge Partnership is a New Kind of Celebrity Endorsement, Because It's Not About the Makeup
Everyone's favorite cult makeup brand is teaming up with the world's coolest pop star. It was announced this morning that Gwen Stefani is Urban Decay's spokeswoman for The Ultraviolet Edge, the company's new global initiative to empower women that launched today. This definitely isn't your everyday makeup sponsorship: Stefani will not only be bringing awareness to the product (a limited-edition shade of their famous eyeshadow primer), but she'll be lending her incredible voice to the cause, too.
Although Gwen seems like a more likely choice to tout, say, a lipstick, the makeup really isn't what this is about. Even though Enigma, the matte primer shade, is something I want in my beauty routine ASAP, what's more important is that 100 percent of the proceeds will be going towards the Women's Global Empowerment Fund. Not 10 percent, not 20... 100 percent. The revenue generated from the $20 primer will be used to provide micro loans, literacy programs, and business training to women in Uganda.
Another reason you simply must have another eyeshadow primer: Urban Decay founder Wende Zomnir says they'll be matching the donations from purchases, according to Refinery29. Buying three primers would fund a micro loan for one woman, says Zomnir, so it might be time to treat your girlfriends to a charitable gift, too.
The Women's Global Empowerment Fund is just one of many women's organizations that The Ultraviolet Edge has pledged to donate to, and Urban Decay's goal is to give $500,000 in the first year of the initiative, and 3 million over the next five years. "Women's rights is a complicated landscape with many worthy causes, so we decided to pool together the money raised by The Ultraviolet Edge, which will give us the flexibility to support a variety of organizations that are doing incredible things to empower women," says the company.
In any case, here's to hoping that they'll roll out more products to benefit the fund soon, because even though I don't really need another reason to fill my beauty collection with more Urban Decay products, at least I'd feel great about it, as so many other women will, too.