When Urban Decay launched in the late 90s, its purpose was to empower women through the products and causes they support. It gave women the alternative makeup colors they craved and challenged them to defy the stereotypical notions of beauty. But it doesn’t end with makeup.
Urban Decay announced the launch of The Ultraviolet Edge, their global initiative to empower women. By supporting organizations that fight for the rights of women everywhere, they encourage all women to embrace their individuality in everything they do. At Urban Decay, that’s the definition of beauty with an edge.
As part of their efforts, Urban Decay will be recognizing inspirational women who rock their world—starting with a woman they’ve admired forever: Gwen Stefani. Like Urban Decay, she has a history of breaking down barriers and hails from Orange County, California. (Fun fact: She and Wende, the brand’s cofounder, met back in the early days of No Doubt and UD.) The makeup junkies at Urban Decay dig Gwen’s innate ability to set trends and defy expectations. She also shares their passion for empowering women and will help give this initiative the attention it deserves.
Women’s rights is a complicated landscape with many worthy causes, so Urban Decay decided to pool together the money raised by The Ultraviolet Edge, which will give them the flexibility to support a variety of organizations that are doing incredible things to empower women. With this new initiative, UD plans to donate three million dollars to causes that support women over the next five years alone.
In their search for organizations that embodied the mission of The Ultraviolet Edge, Urban Decay found yet another strong woman and entrepreneur, Karen Sugar. For the first donation, they’ll partner with Karen’s organization, Women’s Global Empowerment Fund, which gives women the opportunity to rebuild their lives in post-war Uganda. Through microloans and education, WGEF enables women to establish themselves as strong, independent business owners. Empowering these women to find their voice gives them the confidence to become leaders in their communities and fight for the rights of women everywhere. UD’s initial donation will go toward:
- Microloans and business training for 1,400 women.
- Literacy programs for 250 women.
- Leadership development initiatives ensuring women have “a seat at the policy table.”
- On-the-ground infrastructure and local staffing to support the program.
Getting involved is as simple as buying something most makeup junkies probably use anyway: Urban Decay Eyeshadow Primer Potion. When you buy the new, limited-edition shade Enigma, 100% of your purchase price goes toward The Ultraviolet Edge. In turn, this money will provide grants for Karen’s organization and other causes dedicated to women throughout the year.