Why women's rights?

Wende Zomnir (cofounder and chief creative officer of Urban Decay) is, and always has always been, deeply passionate about women's rights. Having supported organizations that empower women for years, she saw an opportunity for UD to get involved and help make a difference.


When you invest in women, everyone benefits. Research shows when given the resources and opportunities to work, women invest 90% of their income back into their families and communities. This not only enables them to put food on the table, but also allows them to pay for school and invest in their children's future. Educating and empowering women has proved to decrease violence (domestic and regional), decrease child marriage, and increase reproductive responsibility and health.*

How is Gwen involved?

As part of our efforts, we'll be recognizing inspirational women who rock our world—starting with a woman we've admired forever: Gwen Stefani. Like us, she has a history of breaking down barriers and hails from Orange County, California. We dig Gwen's innate ability to set trends and defy expectations. She also shares our passion for empowering women and will help give this initiative the attention it deserves.

Why work with multiple organizations?

Women's rights is a complicated landscape with many worthy causes, so we decided to pool together the money raised by The Ultraviolet Edge, which will give us the flexibility to support a variety of organizations that are doing incredible things to empower women.

How much are you donating?

For year one, our goal is to raise $500,000 through the sale of our limited-edition Enigma Eyeshadow Primer Potion. This is the first in a series of limited-edition products that will fund The Ultraviolet Edge. Over the next five years, our goal is to donate three million dollars to causes that support women.

How do you decide what organizations to donate to?

There are many organizations doing amazing work to further women's rights around the world. We do extensive research to pick those organizations we feel embody the mission of The Ultraviolet Edge, and that have been verified and/or awarded by a third party.

Where can I buy Enigma Eyeshadow Primer Potion?

Enigma Eyeshadow Primer Potion is available at Urban Decay stores, at UrbanDecay.com and through our U.S. retail partners.

Is this an international initiative?

This is a global initiative and the money raised through The Ultraviolet Edge will fund organizations all over the world that help empower women. For our first launch, however, the product will only be sold in the U.S. In 2016, this program will roll out worldwide.

What Urban Decay products can I use to get Gwen's look?

To recreate Gwen's look, we suggest using:


• Enigma Eyeshadow Primer Potion
• Eyeshadow in Skimp (Naked2 Basics), Stark (Naked2 Basics), Nooner (Naked3) and Scratch
• Perversion Super-Saturated Cream Eyeliner and Perversion Angled Brush
• Perversion Mascara
• Strip Naked Flushed
• F-Bomb 24/7 Glide-On Lip Pencil
• F-Bomb Revolution Lipstick

What shade is Enigma?

Enigma is a limited-edition neutral matte shade of Eyeshadow Primer Potion.

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