What could be better than rock star queen Gwen Stefani and cult beauty company Urban Decay creating a new, limited edition eyeshadow primer to add to their line-up? A bloody good cause, that’s what.
Urban Decay Cosmetics (of Naked eyeshadow palette fame) have announced a new initiative called Ultraviolet Edge, with Gwen as their ambassador, which aims to raise money to “support a wide variety of organisations that are doing incredible things to empower women”.
Loved by makeup artists, celebrities and beauty tragics alike, Urban Decay Cosmetics has long been on the list of overseas "must buys" for Aussie girls. Their lusted after cosmetics offer high quality, fun products with many of their items holding coveted positions on cult beauty lists all over the world. Mecca Cosmetica recently announced that from the 27th March 2015 they be stocking Urban Decay cosmetics in their Australian stores. Our hearts skipped a beat.
Beauty junkies are anxiously awaiting the sale of the primer, which is said to be somewhere between the Original Matte shade and Matte Eden. It's available now in America and will hopefully make it's way to our shores shortly. If you can't wait, you can purchase the primer for US $20 from Sephora stores internationally or wait with baited breathe outside your nearest Mecca Cosmetica stores.
The first beneficiary of the scheme has already been announced as the Women's Global Empowerment Fund, which helps Ugandan women with loans, literacy training and business education in hopes to help rebuild this lives post war.
Committing an impressive three million dollars over five years, Urban Decay has said that 100 per cent of sale proceeds from the Limited Edition eyeshadow primer will be used to fund the initiative. Yep that's right, not a portion of proceeds. The whole damn thing. Urban Decay founder Wende Zomnir says, "proceeds are nebulous, and you’re not really sure how much of it [is actually going to charity]. How do you account for what the proceeds are and what is the profit? When you say it’s the entire purchase price, it makes it really clear."
Cult beauty, limited edition, Gwen Stefani and a damn good cause empowering women. Shut up and take my money.
Click through the gallery to see Gwen's evolution from punk rock chick into rock star royalty