We often say that “kilay is life” (translation: eyebrows is life) for the beauty-obsessed who cannot bear to leave home bare-faced. This entire month of May, this saying has never been more true. Our eyebrows can give the gift of life, by educating young girls and empowering their mothers thanks to Benefit’s annual philanthropic program recently launched in the Philippines, Bold is Beautiful.
Benefit partners with different charities worldwide to help the cause of women and girls, whether in empowerment through education or access to wellness and financial self-sufficiency.
This is the first year it is being done in the Philippines and Benefit has partnered with Mano Amiga, an affordable K to 12 school with international standards that provides scholarships and sustainable livelihood, to help low-income families break out of poverty. Bold is Beautiful was first launched in 2015 and has raised over $6.3 million dollars. In 2016 alone, $3.4 million dollars was raised, or in beauty terms, 209,019 brows were waxed.
Each brow wax in the Philippines can provide one of the following: a two-hour leadership training session for girls, three months worth of school supplies, or a four-month livelihood and empowerment program for a student’s mom. Two brow wax services equals school books and project materials for one month, or two weeks worth of schooling for one girl. With Mother’s Day just around the corner, an eyebrow waxing date that helps girls get through school might just be a treat your mom will appreciate.
Annie Ford Danielson, Benefit’s Global Beauty Authority said “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.” She added, “Through the Bold is Beautiful Project, we want every woman and girl around the world to feel the same way too.” Here’s another wonderful thing about this project, every single peso you spend on those brow wax goes directly to Mano Amiga. Not just a percentage or a portion.
The partnership Benefit has forged with Mano Amiga, as well as with other charities around the world, is a continuous one. Once Benefit has partnered with an organization, it has signed up indefinitely and the donations will be ongoing every time Bold is Beautiful Project is in effect. This 2017, the project was expanded and includes 17 countries, namely US, UK, France, Australia, Spain, Singapore, Canada, Ireland, UAE, New Zealand, Mexico, Brazil, Turkey, Portugal, Italy, Korea, and of course the Philippines.
Benefit’s Global Brow Expert Jared Bailey says there are four “timeless and universally flattering arches that anyone can master.” The current favourite of the stars is the feathered brow, which is perhaps the anti-thesis to the overly done and overly-plucked arches. The bold and angular brow, loved by Insta-famous beauty ladies can help give a round face some definition.
I-woke-up-like-this and no-makeup-makeup ladies love the natural brow, which Bailey suggests you can create with Gimme Brow, Benefit’s volumizing fibre gel. “Dimension in a filled brow is super important for making it look like you were born with beautiful brows,” he said. Last is the straight brow, most popular among K-beauty lovers but has also been adapted by red carpet celebs of the West because it gives a youthful, girlish look. “To create this look, brow thickness should be consistent from start to the arch,” said Bailey.
Each brow wax at Benefit is Php700 and is available at the following Benefit BrowBars: 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.
Annie said during the launch, “We often take the beauty industry for granted. But beauty can really change lives.”