This marks a significant switch from the typical spokesperson collaboration, as the songstress will lead the charge for the brand’s Ultraviolet Edge global initiative that will raise funds to “support a variety of organizations that are doing incredible to things to empower women” with its new limited edition Enigma Eyeshadow Primer Potion. The formula blends the best of the original nude with the matte texture of Eden.
But the best part has to be that 100% of the $20 proceeds will benefit the organization, providing grants to three charities this year alone! As Urban Decay founder Wende Zomnirexplained, “[P]roceeds 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. And, we’re not just asking our customers to step up. We’re also stepping up. If you come in and buy it and spend money on it, your money will go to charity and we’re going to basically match it.”
This is great news for the Women’s Global Empowerment Fund, the first organization that will receive an Ultraviolet Edge grant. The non-profit provides micro loans, business training, and even literacy programs for women rebuilding their lives in Uganda. Zomnir noted that just three primer potions equal the amount of a micro loan for one woman, so each tube packs a lot of potential to do so much good!