Urban Decay has launched The Ultraviolet Edge, which it calls “a global initiative to empower women.” To promote its efforts, UD will be recognizing inspirational women who rock their world—starting with a woman they’ve admired forever: Gwen Stefani.

The brand’s mission is to help encourage all women to embrace their individuality in everything they do. Money raised by the Ultraviolet Edge will be used to help support a variety of organizations that fight for the rights of women, and help to empower them. With this new initiative, UD plans to donate three million dollars to causes that support women over the next five years.

Why choose Gwen Stefani? She has a history of breaking down barriers, and hails from Orange County, California – like Urban Decay. Wende Zomnir, Urban Decay’s founder, had met Stefani in the early days of her band, No Doubt, when Zomnir was just beginning to build the brand. Zomnir is shown above, with Stefani.

For its first donation, UD will partner with another strong woman, Karen Sugar, and her 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. 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, and more.

Raising Funds with Its New Limited Edition Enigma Eyeshadow Primer Potion

Urban Decay has launched its Eyeshadow Primer Potion in a new limited edition shade, Enigma, a neutral matte color. 100% of the purchase price will go toward supporting The Ultraviolet Edge.

UD’s Primer Potion is also in new packaging, shown above. The squeeze tube – and its new faceted cap – now comes with a flocked applicator instead of a dispensing tip. Before, the product was applied with  your fingertip, but now users can grasp the new cap to use the applicator wand to apply the product and prep their lids. The product is designed to be worn under eye shadow, and helps it stay put all day.