It’s always fun to shop for makeup, what more for a good cause.

This May, Urban Decay will launch a new, limited edition product to support the Ultraviolet Edge, the brand’s global initiative that empowers women by supporting organisations which fight for women’s rights.

The American brand has dedicated the entire profits from the sale of its Eyeshadow Primer Potion in Enigma (neutral matte) to non-profit organisations selected by the initiative in the US.

The Ultraviolet Edge was first launched in the US last year, in collaboration with American singer-songwriter Gwen Stefani. This year, the programme has been expanded to select international markets including Malaysia and also partners with Stefani.

“One of the things we try to do is highlight women who break down barriers. Gwen is really inspirational to other women, how she evolved not only as an artist but also as a person. She has always inspired me,” says Wende Zomnir, co-founder and chief creative officer of Urban Decay, in a press statement.

The Eyeshadow Primer Potion prevents creasing, facilitates a smoother application and helps bring out your eyeshadow colours. Its latest packaging and design features attractive ombré artwork, a faceted, jewel-like cap and also a flocked wand applicator. 

The Urban Decay Eyeshadow Primer Potion in Enigma is available exclusively at Urban Decay Suria KLCC, while stocks last.