Benefit Cosmetics reveals new charity partner for fifth Bold Is Beautiful campaign

The LVMH-owned cosmetics brand is supporting women and girls in 21 countries by partnering with charities including Malaysia's Women:girls

via Instagram / @benefitcosmeticsuk

Benefit Cosmetics has launched its fifth Bold Is Beautiful campaign, aiming to empower women and girls worldwide through education and help them become self-sufficient.

For the 2019 campaign, the LVMH-owned brand has partnered for the first time with Malaysian charity Women:girls to fund community workshops and a mentoring programme for women and girls in the country.

During May, Benefit is donating 100% of proceeds from brow waxing services at its Benefit Brow Bars to local charities that support women in participating countries, encouraging them to “be bold, believe in themselves and reach their full potential”.

Meanwhile, all proceeds from sales of the brand's 3D BROWtones Magenta Eyebrow Enhancer will be donated all year, with a target of €5m across the 21 countries taking part.

Annie Ford Danielson, Benefit Cosmetics' Chief Beauty Ambassador and the daughter and niece of co-founders Jean and Jane Ford, said: “We always believed that beauty runs deeper than the surface and after decades of helping women look and feel their best, we wanted to take this philosophy beyond the beauty counter by launching the Bold is Beautiful Project.”

First launched in 2015, Benefit's Bold Is Beautiful campaign has since raised more than €15m for partner charities, including the UK's Look Good Feel Better and Refuge, by donating proceeds from its brow services.

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