Here's why you'll love Benefit's #BoldIsBeautiful project

Thinking about making an eyebrow wax appointment? Can you wait until May 1st? It'll be worth it, I promise you.

Throughout the month of May, Benefit is running their #BoldIsBeautiful project and this is the first year that their Irish brow bars and boutiques are taking part in the initiative. This campaign is all about backing charities that support women and girls. It's about empowering big dreams and bold moves. And eyebrow waxing, lots of eyebrow waxing.

In its inaugural year of 2015, the #BoldIsBeautiful project launched in the US, UK, France and Australia. Benefit waxed over 170,000 brows and raised over $2.9 million which was donated to 11 partner charities  that focused on empowering women and girls through education, mentorship, access to wellness and economic self-sufficiency.





I recently caught up with Maggie Ford Danielson, Global Beauty Ambassador (and daughter of co-founder Jean Ford) who explained how this project is designed to give back to the local communities. Pop into any of Benefit's Irish brow bars or boutiques this May and 100% of Benefit's profits of the brow wax will go to two Irish charities, Daisyhouse and Look Good Feel Better.

Daisyhouse is committed to supporting women out of homelessness, providing them with support, time and a safe space where they can rebuild their lives. And Look Good Feel Better is a free service that supports women with the visible side effects of cancer treatment by providing practical advice in workshops, facilitated  by professional beauty and hair advisors in hospitals across Ireland.


gimme brow



And if you make an appointment during May, not only will 100% of Benefit's profits go to the charities but as a thank you, you'll receive a free full sized Gimme Brow (worth €25.50). Make sure you book your slot; I'll see you there.

To find your closest Benefit store, check out all the details here or donate directly to the charities here.

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