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Benefit’s New Campaign Will Support UAE Women Facing Adversity

Photographed by Patrick Demarchelier for Vogue Arabia

There’s no better time to whip your brows into shape than this month, with Benefit Cosmetics pledging to donate 100% of proceeds from its Bold is Beautiful Project to the Al Jalila Foundation. Running throughout August 2021, United Arab Emirates sales of brow waxes at Benefit’s dedicated Brow Bars, and from a special edition Bold is Beautiful tweezer tool will go to the Dubai-based charity. The hot pink Bold is Beautiful Slant Tweezer & Brow Brush is a two-in-one grooming tool, featuring a precision slant tweezer on one end, and a custom bristle spoolie brush on the other. The purse-friendly tweezers are ideal for on-the-go brow emergencies and easy touch ups in-between brow shaping appointments.

First launched in 2015, Bold is Beautiful is Benefit’s global philanthropy project, which then expanded to the Middle East to work with local partners and give back to female-focused support groups, and women and children charities. With the campaign now underway in the UAE, Benefit hopes to soon expand Bold is Beautiful to other Middle Eastern regions. Mehdi Ouni, the brand’s MEA general manager, says that the cause is one way Benefit can give back. “We, at Benefit Cosmetics Middle East, are very proud to support our incredible partner here in the UAE for the third year,” he tells Vogue Arabia. “Al Jalila Foundation and the Brest Friends initiative support education and research around breast cancer, but most importantly, they support women undergoing serious times of adversity. Through the Bold Is Beautiful campaign, we can help them in their mission by raising money.”

Benefit Bold is Beautiful tweezers

Benefit Bold is Beautiful Slant Tweezer & Brow Brush. Photo: Courtesy

A royal-decreed, not for profit charity group, the Al Jalila Foundation was founded in 2013 by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, named for his daughter Her Highness Sheikha Al Jalila Bint Mohammed Bin Rashid Al Maktoum. Supporting medical treatment for at-risk groups, the Foundation makes quality healthcare accessible for women and children fighting health challenges. Its collaboration with breast cancer group, Brest Friends, helps financially support women undergoing breast cancer treatment. The CEO of Al Jalila Foundation, Dr. Abdulkareem Sultan Al Olama, says that the group is grateful to its long-term partner, Benefit Cosmetics for the continued support. “Community initiatives have the power to unite people towards a common goal and our partnership with Benefit Cosmetics is a great example of how creative initiatives deliver sustainable charitable revenues,” he shares. “100 percent of the funds raised in the UAE through Benefit’s Bold is Beautiful global philanthropy campaign will support women and girls to live a healthy life full of potential.”

Purchase the specially marked Bold is Beautiful Slant Tweezer & Brow Brush, or visit a Benefit Brow Bar for a brow wax before the end of August to help support this initiative.

The Benefit Cosmetics Bold is Beautiful campaign and funds donation are overseen by the Islamic Affairs and Charitable Activities Department of the Government of Dubai under License No. 3979.

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