Fashion // Putting Beauty to Good Use: Benefit Cosmetics, Look Good Feel Better, and the ‘Bold is Beautiful Project’

Have you ever thought that your eyebrows could perform good deeds? Probably not. This month however, they certainly can.

Last year Benefit Cosmetics launched their ‘Bold is Beautiful Project’ with the dual aims of spreading a more positive, inclusive and feel-good approach to beauty, and raising money for great causes. As part of a mass media campaign, 2016 has been declared ‘Year of the Brow’, with Benefit offering customers an opportunity to groom their brows and donate to excellent causes at the same time. Visit any Benefit brow bar this month and the full price of a brow wax will be donated to Refuge and Look Good Feel Better, this year’s two chosen charities. What’s more, each customer will receive a full sized ‘Gimme Brow’ Brow Gel, worth £18.50 too (a great product in itself). Benefit have also organised a ‘Beauty Walk’ in London on the 8th May, during which participants will trace a 4.5 mile trail from store to store, starting with a bare face and receiving small touch ups along the way. By the time the women have reached the end, they will have a full face of makeup and will have raised both money for and awareness of the campaign

The dedication of half of the proceeds to Look Good Feel Better again highlights that beauty can and should lend itself to supporting and empowering women worldwide. Like the ‘Bold is Beautiful Project’, Look Good Feel Better has recognised and utilised the links between the beauty industry and altruism in a truly inspiring way, arguing that while cancer may rob people of many things, it should not be allowed to rob women of self-confidence. The charity has helped more than 1.6 million women worldwide since its foundation in 1994, working across 26 countries, and a staggering 97% of women who have attended Look Good Feel Better makeover workshops said they felt more confident afterwards. The idea of putting on our ‘war paint’ to face the world is a common one, and the women suffering from cancer that LGFB targets need this ‘war paint’ perhaps more than any other. Not only do the Look Good Feel Better workshops target women’s perceptions of their new appearances, but also create a sense of wellbeing and community.

Look Good Feel Better have also launched a range of makeup brushes (available at and to raise funds, and aside from the fact the proceeds help women across the world, they are fantastic quality. I have more than one or two in my daily makeup bag and absolutely love them. Next time you fancy a little treat, or are looking for the tools to perfect that smoky eye or perfect contour, these brushes should be your go-to. LGFB’s approach, using beauty both to raise money and to empower and support women is simultaneously innovative and inspiring.

If you don’t fancy brushing-up with LGFB products, get yourself booked in at a Benefit brow bar this month. You’ll be bagging yourself a cult beauty product in ‘Gimme Brow’ for free, and by having a little pamper yourself you’ll be adding to the 114,000 women in Britain who have already been empowered by Look Good Feel Better. Shopping and pampering can be self-indulgent, but the ‘Bold is Beautiful’ campaign shows how it can also have a much larger impact. We can show the true beauty of female multi-tasking by treating ourselves and helping others at the same time.

So, beauty lovers, this is your call to arms. Brows on fleek? They certainly are now.

Words: Charlotte Tomlinson

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