The Bold is Beautiful Project, a charity initiative of the San Francisco-based beauty brand Benefit Cosmetics, is all set to empower women and girls in this region through its global philanthropy programme by partnering with the Dubai Foundation for Women and Children (DFWAC). It was launched in the UAE last month by Annie Ford Danielson, daughter of Benefit co-founder Jean Ford.
During May, every dirham from Benefit’s brow wax services throughout Dubai will be donated to DFWAC. Participating venues include Sephora Dubai Mall, Sephora City Walk, Sephora Mall of Emirate, Sephora Mirdiff City Centre, Sephora Marina Mall, Sephora Festival City Mall, Sephora JBR & from April 15th Sephora Ibn Battuta Mall.
The project was first rolled out in the US, UK, France and Australia in 2015 in conjunction with 11 charities and raised over $2.9 million from waxing over 170,000 brows.
‘After decades of helping women look and feel their best it’s time for us to take this philosophy beyond our beauty counters to make a deeper and lasting change in the lives of women and girls,’ said Anne Ford Danielson.
Apart from the UAE, the Bold is Beautiful Project is being launched in Spain, Singapore, Canada, and Ireland this year.