When it comes to celebrity brand ambassadors, we tend to be a bit underwhelmed. Nowadays, it seems like every major beauty brand has a handful of it’s own famous faces on deck, always looking fabulous and endorsing products on its behalf, making celebrity spokesmodels rapidly lose their initial impact. Leave it to Urban Decay, to flip the script on us. According to the boundary-breaking beauty brand, UD is teaming up with the one and only Gwen Stefani, for a philanthropy initiative called the Ultraviolet Edge.
The brand, which has committed to donating three million dollars to a variety of women-centric causes over the next five years, will pool together money from sales, in an effort to “support a variety of organizations that are doing incredible things to empower women.” Two words: Girl power!
By purchasing items from their new line, like a brand-new, limited-edition Eyeshadow Primer Potion called Enigma, you are aiding the cause! Not 10%, 20% or 30%, but 100% of the purchase price will be donated to the Ultraviolet Edge. If you ask us, there’s something special about buying beauty products that give back. As for the decision to team up with Stefani, founder Wende Zomnir says it was a no-brainer, reports Refinery29. Her southern Cali girl flair will help create awareness needed to make the initiative a raging success. Collaborating with the former “Voice” coach on the Ultraviolet Edge instead of a pure product launch “makes it really clear to people that she’s doing it to bring awareness, and it’s not about overtaking the brand or just signing someone up to sign on the dotted line and be a face. It’s really about involvement and doing something good in the world,” Zomnir tells Refinery29.
Urban Decay Eyeshadow Primer Potion, $20, is available now at Urban Decay. Will you be joining the initiative?!