Benefit Cosmetics ‘Bold is Beautiful’ global philanthropy project returns

BiB_London2_3B(Final)(cropped) copyBenefit Cosmetics’ annual philanthropy initiative – The Bold Is Beautiful Project – returns this Spring to celebrate its fifth anniversary.  Benefit is opening the doors to a pink interactive pop-up experience, designed for women to harness their most bold and beautiful selves and learn more about the two charity partners, Refuge and Look Good Feel Better.

Once again, the pop-up shops will be bursting with all-pink items donated by brands including Missguided, Vivienne Westwood, Skinny Dip and Agent Provocateur. Back this year with a twist, the immersive and entertaining space will offer visitors the chance to do even more, from browsing and snapping a series of mini-instillations, in every shade of pink, to capturing candid photo moments inside a mirrored cube!

Guests will have the opportunity to contribute to the vital impact the two charities have on the lives of women and girls. After shopping, a team of experts will be on hand to offer brow treatments and a complimentary fun size Benefit mascara worth £10.50 with every brow wax.  

Launching in London on Friday 27th April, Benefit will continue to turn the UK pink with a national tour of the pop-up throughout May. Taking it beyond the pop-up experience, Benefit Cosmetics Brow Bars across the UK are offering customers the opportunity to help raise funds for the charities. For every brow wax in May, Benefit will donate one hundred percent of its profits to the charities – plus customers will receive a Free deluxe mini mascara worth £10.50.

Benefit Cosmetics’ head of brand activation, Kyra White, comments: “Within the five years since Bold Is Beautiful first launched, we have raised more than 11 Million USD globally. This effort has enabled numerous charities around the world to continue doing the incredible work in supporting and empowering women. This May, brow waxing takes on a whole new meaning – so join the movement and see how your contribution can impact women and girls lives everywhere.”

Refuge is committed to a world where domestic violence is not tolerated and aims to empower women and girls to rebuild their lives, free from violence and fear, providing a range of life-saving and life-changing services. Look Good Feel Better, the only international cancer support charity hosts make-up workshops and masterclasses focusing on the problems associated with the visible side effects of cancer treatment


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