Do you feel overwhelmed with the current state of the world and unsure of how you can make even the tiniest bit of difference among all the chaos and noise? Have you also been putting off a professional brow tune-up because a rude infographic told you it’s a “nonessential,” like buying lunch? If so, Benefit Cosmetics has an elegant solve for both crises.
The brand’s global philanthropy program, the Bold is Beautiful Project, is back for its fifth year in a row, meaning for the entire month of May, Benefit will donate 100 percent of its brow-wax proceeds to non-profit organizations that support women and girls. All of it! This year’s partners include Dress for Success, Girls Inc., Look Good Feel Better, The Princess Project, Step Up, and for the first time, Planned Parenthood, making Benefit Cosmetics the first beauty company to donate customer sales to support the entire organization, with no weird stipulations about where that money goes or how it gets used.
This all means that the simple act of walking into a Benefit location to get your brows groomed will do a lot of good for a lot of other people. To put things in perspective, one single brow wax funds: one full week of programming at Girls Inc., after-school supplies for one teen girl for one full school year through Step Up, a counseling session through Dress for Success for a woman seeking employment, or sending one teen to her high school prom through the Princess Project.
If you can’t make it to a boutique in the next 17 days or your brows are already the shape you want them, Benefit is also donating 100 percent of proceeds of their fun, limited-edition magenta 3D-BROWtones, which turns your brows dark pink and will be on both physical and digital shelves year-round. Since its launch in 2015, the Bold is Beautiful Project has raised $16.5 million worldwide, and has a goal of $6 million this month alone, so get out there and start affecting some change on your face and in the world.