MAGGIE FORD DANIELSON
Benefit Cosmetics’ Bold is Beautiful project gives back to local charities while giving you the brows you’ve always wanted
Maggie Ford Danielson The Bold is Beautiful project has raised millions of dollars by contributing the proceeds from its brow waxing services for one month per year to charities worldwide. How did brows become so important to the brand?
Ever since my mum opened the first Benefit store in San Francisco, brows have been a big part of Benefit. She wanted to make it easier for women everywhere to get the brows they desire, so she merged spa and makeup services by offering waxing and brow filling in one sitting. With the rise of Instagram, the rest of the world finally shares our passion for brows. We’ve been doing brows for over 40 years and now we have the product line to support it. It’s kind of serendipitous that our brow line launched at the perfect moment, just as brows began to blow up.
Why did Benefit Cosmetics choose to embark on this philanthropic pursuit?
We started the Bold is Beautiful project in 2015, and Singapore was the first market in Southeast Asia to activate the campaign in 2016. When Benefit, as a global company, hit its billion-dollar mark, the time was ripe to create a well-thoughtout plan for constant philanthropy and giving back. Not just for now, but well into the future.
The Bold is Beautiful project is getting bigger every year. Has anything changed in terms of what the brand wants to achieve?
Nothing at all. We want to make sure the money raised in a country stays within that country. Also, Benefit aims to provide long-term, consistent support for our charity partners, so they can create future plans for their target groups. Can you tell us more about Aidha and Girls2Pioneers, and why these Singaporean charities are a good fit for Benefit Cosmetics? Women have been Benefit’s biggest supporters since the very beginning. Hence, we feel it’s important to support charities that give back to women. Aidha helps domestic foreign workers and lower income women through financial education, so that they can eventually go back to their home country and open new businesses, creating a multiplier effect. Girls2Pioneers, on the other hand, is a volunteer-based charity that goes to public schools and creates after-school programmes that focus on math and science for girls, in order to create greater opportunities and increase women representation in fields such as engineering and science.
Maggie Ford Danielson with teams Aidha and Girls2Pioneers