Benefit’s ‘Bold Is Beautiful’ Project Empowers Women In The Most Awesome Way


What do you get when you combine killer eyebrows with female empowerment? One makeup brand’s latest venture. Benefit Cosmetics recently launched the Bold Is Beautiful project, a philanthropic campaign that aims to instill confidence in women, one brow at a time. What better way to make women feel strong and beautiful than by way of on-fleek eyebrows? I’m totally digging this concept.
Benefit tapped some of today’s most influential women in beauty to front their glam-meets-altruistic efforts. Plus size supermodel Tess Holiday, style and beauty blogger Dulce Candy, beauty vlogger Nicol Concilio, and transgender YouTube star NYC Dragun have all transformed into the roles of “Benefit Brow Power Heroines,” each bringing a unique perspective to the meaning of giving back and uplifting women.
During the month of May, every dollar from Benefit’s brow wax services at Macy’s Browbars, Belk Browbars, and Benefit boutiques, will be donated to various charities that empower girls and women, including Dress for Success, Girl Develop It, and Girls Inc.

Something as simple as just one Benefit brow wax provides after school supplies for one girl for a year, enables one woman to receive her first career counseling session, and offers one week of hands-on programming for one girl, proving that bold brows can make a real difference. What’s more awesome than women helping other women?!
Supermodel Tess Holliday believes in “inspiring big dreams and bold moves,” according to the press release.
Notice how they put a cape on Dulce Candy’s shadow in this shot? To me this says that every woman is a superhero.
If there ever was one image to define girl power, this is it.

Check out the full campaign video below for all the details on the Bold Is beautiful project, and to find out how you can get involved!

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