BOLD BROWS

Benefit’s epic Bold Is Beautiful project has so far raised over $14 million for more than 30 female-focused charities throughout the world. This May, the brand is once again donating 100 per cent of the proceeds of brow waxes to the efforts. “Brow services are a cornerstone of our brand – using a product for this project would have been easy, but the brow service requires you to sit down and have a conversation, and we felt that was important,” says Benefit’s Maggie Ford Danielson. “When my mum and my aunt started Benefit, it was always more than just makeup. It was about empowerment, and a space to have conversations about females. That was the framework for Bold Is Beautiful.” Get involved by scheduling in a brow appointment, or rope in your besties (you only need eight people) to finance a whole beauty workshop for cancer patients, via Benefit’s donation to Look Good Feel Better. Unlike a lot of global philanthropic programs, raised funds also remain in the local market (the brand supports Fitted For Work and Sister2sister in Australia). And this year, Benefit is expanding its efforts to Thailand and Germany. “We will continue to grow our project until every single country is involved,” says Ford Danielson. “We have no cap on how much money we’re going to raise and donate, so the possibilities are endless.” E