Benefit is donating 100% of its brow waxing proceeds to women organizations globally.
During the month of May, Benefit hosts its Bold is Beautiful project. Proceeds from every brow wax at Benefit’s boutiques and brow bars go toward girls and women orgs in more than 20 countries.
“There’s a lot of things that are in jeopardy, and this is sort of a turning point right now for not only the philanthropic community, but just for women in general,” Benefit’s Chief Beauty Ambassador Maggie Ford Danielson explained.
Since 2015, the project has raised more than $16 million. Danielson says the charities must support women through economic sufficiency, wellness programming, or education and mentorship.
“Depending on the market, depending on the county, some women for instance when we’re in our Middle Eastern markets, you know, where it’s a much more male-dominated society, females are women who are trying to separate themselves from potentially their husband, they have no skills in balancing their checkbooks, financial skills,” she explained. “Or maybe it’s working with younger girls who don’t have access to proper education through their school system.”
Danielson says regardless of the regions Benefit serves, the women-led company has a responsibility to take a stand for women orgs in need of support. As the Trump administration continues its efforts to defund Planned Parenthood, she says supporting women should be a nonpartisan issue.