Two makeup foes are setting aside their differences in the name of goodwill.
Today, Benefit Cosmetics revealed Planned Parenthood as the newest nonprofit partner for its Bold Is Beautiful Project, the company’s women’s empowerment initiative that has raised more than $16 million globally since its 2015 inception. Throughout the month of May, Benefit will donate 100 percent of its brow wax proceeds to its Bold Is Beautiful partners, which include Look Good Feel Better, Dress for Success, Girls Inc., Step Up, The Princess Project and now, Planned Parenthood. Benefit is also unveiling a Bold Is Beautiful edition of its 3D Browtones, the proceeds of which will also go to its Bold Is Beautiful partners.
The public addition of Planned Parenthood as a Benefit partner represents a rare instance in which a cosmetics company takes a stand that carries political implications. Add the fact that a competitor brand, MAC, is simultaneously partnering with Planned Parenthood and the news becomes even more uncommon: Benefit and MAC are joining forces to promote reproductive health.
“We were going to do this regardless of whether MAC did it or not,” said Alfred Stillman, general manager of Benefit Americas, noting that Benefit and MAC approached Planned Parenthood independently of