If it weren’t for the beauty world, how would we women feel gorgeous? Well, Benefit Cosmetics definitely knows a thing or two about this and proves once again that beauty is about how you feel about yourself. With this in mind, the San Francisco-based brand launches its philanthropy project “Bold is Beautiful” in the UAE. As part of this campaign, Benefit will donate 100% of proceeds from brow waxes in the month of June and 100% of 3D BROWtones magenta proceeds to local charities that aim at empowering women and girls to believe in themselves and fulfill their dreams. 

“As a billion-dollar global cosmetics brand, we searched for ways to make a deeper and more lasting change in the lives of women and girls, and we realized that we were always passionate about empowering women,” said Annie Ford Danielson, Chief Beauty Ambassador, daughter and niece of Benefit’s co-founders. “We always believed that beauty runs deeper than the surface and after decades of helping women look and feel their best, we wanted to take this philosophy beyond the beauty counter by launching the Bold is Beautiful Project.”

Since the debut of this campaign in 2015, the brand was able to raise and donate 16.5 million dollars to local charities around the world, believing that every small contribution counts. So, join the crowd this year and believe that too!