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Yes, you read the headline right. Benefit is donating 100% of their proceeds from their brow waxing services in the month of May to two local charities for women.

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The annual Bold Is Beautiful project was started in 2015 by Maggie and Annie Ford-Danielson, daughters and nieces of Benefit co-founders, Jean and Jane Ford, in a bid to encourage the empowerment of women.

The project sees Benefit Cosmetics picking local charities in 19 different countries world-wide (including Singapore) to benefit from the proceeds. Since the project started in 2015, it has raised more than SGD14 million worldwide!

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Local charities and women based in Singapore will benefit

This year, the two local charities that will be benefiting from the Bold Is Beautiful project are Aidha and Girls2Pioneers.

Aidha Singapore

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Graduates from Aidha Singapore’s financial education courses

Aidha Singapore aims to help women break out of the poverty cycle by empowering them with financial education, computer literacy, communication, and leadership skills. The beneficiaries from this charity include foreign domestic workers and lower-income women.


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STEM workshops conducted by Girls2Pioneers for young girls

Girls2Pioneers have the vision of crushing  societal prejudices at work in the education of women in the region. It provides or supports programs to help women and younger girls in achieving education, healthcare, and economic independence.

All you need to do is get a brow wax with Benefit

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Doing one brow wax at any Benefit counters in May could fund:

  • One educational training session in financial literacy;
  • One beauty workshop for cancer patients;
  • Two school girls’ attendances in STEM (Science, Technology, Engineering & Mathematics) workshops; or
  • One night of safe accommodation and emotional support for a woman in need

Now you can look beautiful and do your part for women in need at the same time!

Click here to book a brow wax at the Benefit counter closest to you.

Want to know what Benefit Global Beauty Authority Maggie Ford-Danielson, daughter and niece of the two founders of Benefit Cosmetics has in her makeup bag? Watch this video and find out!