Everything at Benefit Cosmetics is special, including their way of celebrating women empowerment in the GCC! The region’s fast-paced transformation is perfectly captured through the collaboration with Saudi Rapper Amy Roko as a lead singer in a music video directed by Angy Jammal celebrating sisterhood and girl power. With the brand’s strong DNA taking over this video, there is absolutely no better way to highlight Arab women’s belief that true beauty is much more than looks.

Benefit Cosmetics pushed the boundaries once again to produce this work by an all-female crew. In fact, Alireza Danai, Benefit Cosmetics Middle East General Manager, explained: “At Benefit, we stand for more than just makeup. Saudi Arabia is one of the biggest markets for rap music in the Arab world, but rap still remains a male dominated musical genre. This project is about giving the mic to women, and it was important for us to work exclusively with young talents from this region to convey our message, using their voice.”

Watch the “GirlGang!” own it in this all-pink Al Balad-inpired setting!