Ben­e­fit Cos­met­ics’ Bold is Beau­ti­ful project gives back to lo­cal char­i­ties while giv­ing you the brows you’ve al­ways wanted

Harper's Bazaar (Singapore) - - THE BEAUTY -

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

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