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When you think Benefit Cosmetics, the first thing you’d think of is probably the cute names and packaging of their products. But did you know that this San Francisco-based brand also has its own charity initiative? The Bold is Beautiful charity initiative by Benefit Cosmetics has been launched in five countries all over the world, with Singapore being the first country in Asia to be a part of it.


Two organisations in Singapore will benefit from this initiative: Girls2Pioneers and Aidha, and they were chosen because of their efforts to provide programmes for young girls (Girls2Pioneers) and women (Aidha) in terms of financial literacy, research, strategic planning, leadership and entrepreneurial skills. For the whole month of May, all proceeds from a Benefit brow service will go to these organisations under the Bold is Beautiful initiative.


In our interview with Benefit’s Global Brand Ambassador, Annie Ford Danielson, she shared that it has always been Benefit’s mission to empower women and make them feel good about themselves. Just like how amazing we feel after getting our brows waxed (because #browsonfleek yay!), they decided to blow up the “feel good” feeling to a point where it would leave a deeper and lasting positive change in women. With this initiative, they hope to give more opportunities for women to improve on their skill sets and be economically self-sufficient.

Don’t for a moment think that this initiative is just a one-off feel-good campaign. Benefit has been in the business empowering women, and this is evident from their customers’ responses. Recounting an anecdote, Annie shared:

“I believe that it is because our brand is so dedicated to empowering women and making them feel good about themselves that that is why we receive so many moving customer letters.  I once read a letter from a customer who was in the army and she wrote that the only makeup product she brought with her on deployment was the POREfessional, because it reminded her everyday that she was still a woman…pretty amazing.”

So, mark your calendars ladies! Be sure to plan a brow wax date with your girl friends and Benefit Cosmetics any time in the month of May to support this cause. All proceeds from brow services done in May will go to Girls2Pioneers and Aidha. You won’t just leave the brow bar looking good, but you feel good because you did good.

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