Benefit Cosmetics’ Philanthropy Campaign celebrates its 10th Year Anniversary!

This May, beauty meets impact as Benefit Cosmetics Middle East celebrates the 10th anniversary of its global philanthropy initiative, Bold is Beautiful, a campaign that proves giving back can be as powerful as a perfectly arched brow.

Known for their signature brow items, Benefit is going beyond beauty with a mission that uplifts women and girls around the world. Throughout the month of May 2025, Benefit Middle East will donate 100% of proceeds from every brow wax performed in Dubai to the Al Jalila Foundation, and in Saudi Arabia to Alnahda Society—two leading organizations dedicated to advancing women’s education, wellness, and empowerment across the region.

Launched in 2015, the Bold is Beautiful program has already raised more than $28.4 million globally, transforming lives through mentorship, education, and job-readiness training. The impact speaks for itself:

• Over 92,000 girls reached through educational and mentoring programs
• More than 28,000 women and families supported in overcoming domestic abuse
• 117,000+ women equipped with essential skills to enter or re-enter the workforce

With this year's local focus on direct community support, Benefit Middle East is turning everyday beauty routines into acts of empowerment. A brow wax is no longer just about looking good, it’s about creating meaningful change.

So whether you're walking into a Brow Bar in Dubai or Riyadh this May, know that your brows aren’t just serving looks, they’re serving purpose.