Benefit Cosmetics launches fifth Bold Is Beautiful philanthropy campaign

Perfumes & Cosmetics


Benefit Cosmetics launched its “Bold Is Beautiful” project in 2015 to empower women and girls through education, access to wellness and self-sufficiency. Twenty-one countries are taking part in the 2019 campaign, joined for the first time this year by Malaysia and local partner charity Women:girls. Since its start this philanthropy program has raised over 15 million euros by donating proceeds from services at Benefit Brow Bars.

“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,” says Annie Ford Danielson, Benefit Cosmetics Chief Beauty Ambassador and daughter and niece of co-founders Jean and Jane Ford.


© Benefit Cosmetics

Since 2015, the Bold Is Beautiful  project has enabled Benefit Cosmetics to donate over 15 million euros to partner charities in participating countries around the world. For the fifth consecutive year, during the entire month of May the California-based beauty specialist will donate 100% of proceeds from brow waxes to local charities that empower women and girls to be bold, believe in themselves and reach their full potential. Plus, 100% of proceeds from 3D BROWtones magenta sales will be donated all year.

To mark this fifth “Bold Is Beautiful” campaign, Maggie Ford, Chief Beauty Ambassador at Benefit Cosmetics and daughter and niece of founders Jean and Jane Ford, talks about the impact of project in a special 90-second video.

This year Benefit aims to raise 5 million euros in 21 countries taking part in the Bold is Beautiful campaign across the globe. Malaysia is joining the program for the first time with the charity Women:girls, which helps women regain confidence in themselves and encourages young girls to be change agents. Money raised and donated will be used for community workshops and a mentoring program for women and girls in the country.