International Women’s Day just got a whole lot more beautiful! As of March 9, Urban Decay (AKA the geniuses behind this new unicorn lipstick topper and matte naked palette) will offer a brand new, limited-edition shade of its beloved Eyeshadow Primer Potion. Better yet, all of its proceeds will go to help fund the brand’s The Ultraviolet Edge initiative, which aims to empower women.
Joining existing shades Original, Eden, and Minor Skin, the cult-favorite beauty brand will introduce Fix, a beige matte shade. Every single penny of the purchase price benefits their initiative to fund organizations battling for women’s rights. In 2015, the company shelled out a whopping $528,000 to help support orgs such as Her Justice, which pairs abused and poverty-stricken women together with legal assistance, and the Women’s Global Empowerment Fund, which supports women through “economic, social, and political programs.” In 2016, that number increased to $750,000, putting Urban right on track to hit their five-year goal of $3 million in five years.
UD currently works with seven organizations (the aforementioned two as well as Equality Now, Circular Board, Crisis, Laura’s House, and Kakenya Center for Excellence), as chosen through extensive research and verified by a third party in an effort to touch on multiple aspects of what it calls a “complicated landscape. Research shows that when given the resources and opportunities to work, women invest 90 percent of their income back into their families and communities,” the site reads.
And, if you’ve ever tried one of the brand’s primer potions before, you know that the $20 you’ll essentially be donating to their cause is TOTALLY worth it on the makeup end too: Your eyeshadow is guaranteed to be more vibrant for upwards of 24 hours, with a more true-to-form color and zilch creases. What’s not to love!?
Stock up over on UrbanDecay.com or its freestanding stores tomorrow for the launch.
What’s your favorite women’s cause? Share with us @BritandCo.