The Bold is Beautiful initiative is back this month, with the Benefit Cosmetics-backed campaign turning its iconic Brow Bars into philanthropy stations. Throughout the month of August, one hundred percent of proceeds from every Benefit Brow Bar eyebrow wax will be donated to the Bold is Beautiful program partners in Saudi Arabia and the United Arab Emirates. In additional to once again working with the Dubai-based group, Al Jalila, Benefit will now also be supporting Saudi Arabia charity AlNahda Society, operating from Riyadh.
Dr. Miznah ALomir, CEO of AlNahda Society, says incoming donations from the Bold is Beautiful campaign will enable the charity to better fund support systems for Saudi women and girls, allowing them to find their potential through the group’s dedicated Takafu initiative. “Our partnership with Benefit Cosmetics Middle East is vital in enabling women to be active partners in the development of the Saudi Society. Therefore, the proceeds from this campaign will fund phase one of the third round of Takafu initiative, an initiative aimed to produce a periodic report on equal opportunity between men and women in the private sector in which it evaluates three elements: participation in the labor force, career development and advancement, and wages,” she explains. “This initiative is significant in determining factors that maintain existing gaps, highlighting challenges and success stories, as well as reviewing existing labor policies and programs in the Kingdom that impact equal opportunities between men and women.”
Since the annual campaign first launched in 2015, the Benefit Cosmetics’ Bold is Beautiful philanthropy program has raised more than US$24.9 for global women’s charities. Collaborating with regional, locally-operated charity groups, the initiative aims to give back in a way that directly supports economic self-sufficiency, and benefits women and girls with better access to health, education, and professional mentorship services. Regionally, the fundraising campaigns are licensed by National Center for Non-Profit Sector under license No. 7510 (Saudi Arabia), and Islamic Affairs and Charitable Activities Department under License No. PRHCE-001161682 (Dubai).
