Yup, you read that right: get waxed to give back! I’m extremely excited to share the good news to everyone that Benefit Cosmetics is transforming brows into bolder futures through their global philanthropy program the ‘Bold is Beautiful Project’ which empowers women and girls to have big dreams and bold moves. What does this mean? Starting May, just have your brow waxed at Benefit Cosmetics and you get to help in their local charity partner! Look good, feel good, while doing good!


During the launch, Annie Ford Danielson, the brand’s Global Beauty Authority, as well as daughter and niece to the company’s co-founders, Jean and Jane Ford, was present to explain more of the project.


“Why Brows?”

“Benefit Cosmetics has been transforming brows since Jean and Jane opened their very first boutique in 1976. Since then, millions of our customers have visited our 2,100 BrowBar Beauty Lounges worldwide and received a positive, uplifting feeling. Through the Bold is Beautiful Project, we want every woman and girl around the world to feel the same way too” Annie explained.

She also emphasized the power of the brow. “Brows frame our face, draw attention to our eyes, and can even take years off our look. Taking the proceeds from a service that creates such a remarkable change on the surface and donating them to charities that ignite a deeper change in the lives of women was a no-brainer for us. Since we launched this program in 2015, we have raised over $6.3 million USD and helped empower women and girls around the world. This year in 2017, we are bringing the Bold is Beautiful Project to 17 countries: US, UK, France, Australia, Spain, Singapore, Canada, Ireland and United Arab Emirates, New Zealand, Mexico, Brazil, Turkey, Portugal, Italy, Korea, Philippines.”


In the Philippines, Benefit has partnered with Mano Amiga, a private, non-profit organization that provides affordable, innovative and quality international education to children from low-income families. Each brow wax service, which costs PHP 700, can provide one of the following:

  • 2-hour leadership training session for girls
  • 3 months’ worth of school supplies
  • 4-month livelihood and empowerment program for a student’s mom
  • Availing of 2 brow wax services can provide school books and project materials for one month, or 2 weeks’ worth of schooling for one girl.


I, together with some bloggers, were able to have a quick chat with Victor Saint-Pere, South East Asia General Manager. And guess what he revealed?! There are so many exciting products coming up – including concealers (YAS!!!) and more brow products!!! Well, what do we expect with the #1 Brow Brand Worldwide (based on estimated total global prestige brow product retail sales from July to September 2016)?! And aside from the Bold Is Beautiful Project, he said, ladies will definitely want to have their brow wax done because they will be introducing 4 new brow styles in Benefit BrowBars. Clients can now choose what kind of brow shape they want, at the same time, teach them the proper way to apply brow makeup to maintain the look.


Here are the 4 brow styles we can choose from starting May 2017:

Feathered Brow


Bold and Angular Brow


Natural Brow


Straight Brow


We also had a chance to meet and greet Annie Ford Danielson after the launch. First of all, can I just say how beautiful she is up-close! She’s such a doll!!! I can’t help but stare at her beautiful face. LOL! During our short chat, I realized how she’s just like a normal gal – juggling work, motherhood, and wife duties. This gives her the inspiration to create more innovative products – fast and fab beauty solutions. Benefit Cosmetics has always been about products that are fuzz-free and can be used by ANYONE, meaning you don’t need to be a makeup guru to understand their products. They always have Tips & Tricks on how to use their products.

I’d like to thank Annie for her time, despite her very packed schedule that day. And of course, thank you to Benefit Philippines for giving us the chance to meet her!


So ladies and gents, mark your calendars! For the entire month of May 2017, it’s time to get waxed to give back! 😀

Benefit BrowBars are available in Greenbelt 5, TriNoma, Mall of Asia, SM Megamall, Alabang Town Center, SM Seaside City Cebu, BGC Central Square, Rustan’s Makati and Rustan’s Shangri-la. The Bold Is Beautiful project will run from May 1 – 31, 2017.

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