Urban Decay Announces The Ultraviolet Edge

NEWPORT BEACH, Calif., March 10, 2015 /PRNewswire/ -- Urban Decay has always stood for the empowerment of women—from the products they create to the causes they support. When the brand launched in 1996, the prestige beauty market was a sea of pink, red and beige. UD gave women the alternative makeup colors they craved and challenged them to defy the stereotypical notions of beauty. But it doesn't end with makeup. Urban Decay announces the launch of The Ultraviolet Edge, their global initiative to empower women. By supporting organizations that fight for the rights of women everywhere, they encourage all women to embrace their individuality in everything they do. At Urban Decay, that's the definition of beauty with an edge™.

Women's rights is a complicated landscape with many worthy causes, so Urban Decay decided to pool together the money raised by The Ultraviolet Edge, which will give them the flexibility to support a variety of organizations that are doing incredible things to empower women. With this new initiative, UD plans to donate three million dollars to causes that support women over the next five years alone.

As part of their efforts, Urban Decay will be recognizing inspirational women who rock their world—starting with a woman they've admired forever: Gwen Stefani. Like Urban Decay, she has a history of breaking down barriers and hails from Orange County, California. (Fun fact: She and Wende, the brand's cofounder, met back in the early days of No Doubt and UD.) The makeup junkies at Urban Decay dig Gwen's innate ability to set trends and defy expectations. She also shares their passion for empowering women and will help give this initiative the attention it deserves.

In their search for organizations that embodied the mission of The Ultraviolet Edge, Urban Decay found yet another strong woman and entrepreneur, Karen Sugar. For the first donation, they'll partner with Karen's 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. Empowering these women to find their voice gives them the confidence to become leaders in their communities and fight for the rights of women everywhere. 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

Getting involved is as simple as buying something most makeup junkies probably use anyway: Urban Decay Eyeshadow Primer Potion. When you buy the new, limited-edition shade Enigma, 100% of your purchase price goes toward The Ultraviolet Edge. In turn, this money will provide grants for Karen's organization and other causes dedicated to women throughout the year.

Get this limited-edition shade before it sells out, and help Urban Decay get this exciting initiative off to a great start! Enigma Eyeshadow Primer Potion is the first in a series of limited-edition products that will fund The Ultraviolet Edge.

ABOUT URBAN DECAY COSMETICS
The story opens 15 years ago, when pink, red, and beige enslaved the prestige beauty market. Heaven forbid you wanted purple or green nails, because you'd either have to whip out a marker, or risk life and limb with that back alley drugstore junk. Flying in the face of this monopoly, Sandy Lerner (cofounder of Cisco Systems) made a bold decision: if the cosmetic industry's "big boys" couldn't satisfy her alternative makeup tastes, she'd satisfy them herself. Fatefully, Sandy was introduced to her fellow visionary Wende Zomnir. A creative businesswoman (and makeup addict), Wende also recognized the color void and determined a shake-up was in order. They unleashed Urban Decay in January of 1996 with a line of 10 lipsticks and 12 nail enamels. Today, Wende steers Urban Decay's ongoing growth as Chief Creative Officer, along with Tim Warner, Chief Executive Officer. Their acquisition by L'Oreal and ever-expanding global presence proves what Wende and Sandy always knew – makeup wearers everywhere crave alternatives. Almost 20 years later, their moms are proud, "Urban Decay" is no longer such a crazy name for a makeup company, and young women today have never known a world where they couldn't get purple nail polish over the counter. Mission accomplished.

Media Contact:
Kristin Breen, Alison Brod Public Relations 
[email protected] 
212-230-1800

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SOURCE Urban Decay Cosmetics