Leave it to Urban Decay to come up with a charitable initiative -- and a celebrity partnership -- that we couldn't wait to write about. (There are plenty of both happening in the beauty biz, but they're rarely this exciting.)



After nearly 20 years of empowering women with makeup, UD is taking its next big step to empower women by creating The Ultraviolet Edge to support women's rights. And with plans to donate $3 million to various charities over the next five years, The Ultraviolet Edge is going to be loud -- Urban Decay-style loud.

For starters, they're partnering with rock star and beauty icon Gwen Stefani. She's a cool California girl -- like UD is a cool California brand -- and she'll help raise awareness for the cause. (Fingers crossed for a Gwen Stefani collection somewhere down the road.)

Then, there's the product aspect: Urban Decay is releasing a limited edition shade of their cult favorite Urban Decay Primer Potion (called Enigma -- a matte neutral), $20, and the entire purchase price (seriously -- your whole $20) goes to charity.



"We didn't want to choose a single eye shadow shade or something that might not appeal to everyone," says Urban Decay founder Wende Zomnir. "We went with something people already love."

To kick things off, The Ultraviolet Edge will be working with The Women's Global Empowerment Fund, which gives microloans to women in Uganda. "You and two of your friends can get together and each buy a Primer Potion, and you're giving a loan to a woman in Africa," says Zomnir.

It doesn't get much easier -- or more inspiring -- than that.