Bold Brows, Big Dreams: Benefit’s Bold is Beautiful Project Launches in the Middle East

Benefit is already one of the world’s most popular companies when it comes to brow grooming. Last year, it waxed over three million sets of brows across its 1,500 stores worldwide. Now, the San Francisco based beauty brand is all set to empower women and girls around the world through its philanthropic program, the Bold is Beautiful Project.  

After its huge global success, Annie Ford Danielson, daughter of Benefit co-founder Jean Ford, launched the initiative in the UAE on Wednesday March 30th, 2016. The brand has partnered with the Dubai Foundation for Women and Children (DFWAC) in order to support and empower those in the local community.

benefit cosmetics bold is beautiful campaign

During the month of May, Benefit has promised to donate 100% of profits from its brow waxing services globally to  charities supporting women and girls.

Bold is Beautiful is part of the brand’s 2016 philanthropic project which hopes to raise $4 million worldwide for local charities, dedicated to fostering women’s education and mentorship, access to wellness, and financial stability. “We strongly believe that beyond looking good and feeling good, is doing good and with the right tools and resources a girl can unlock her superpowers and achieve her fullest potential,”  says Jean Andre Rougeot, CEO of Benefit Cosmetics.

We can’t think of a better way to spend our beauty buck. Here’s to raising brows and changing lives!

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