Benefit Cosmetics raises eyebrow game with empowering new campaign

today Feb 4, 2019
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Benefit Cosmetics is shining the spotlight on people fighting for social causes with its latest campaign.

Instagram: @benefitcosmetics

The makeup brand has unveiled ‘Boss Brows', a campaign marking the release of its new, limited-edition brow kit of the same name, starring four powerful ‘bosses' who are busy standing up for what they believe in. They include Jen Gotch, a mental health advocate and the founder of the wellness brand Ban.do, as well as the non-binary femme sexuality educator and breast cancer survivor Erika Hart. Mama Cax, an activist for disabilities and body positivity, also features in the lineup, as does the artist, director and LGBTQ and human rights activist Hayley Kiyoko.

"As a company founded by two bold & empowered women, we wanted the chance to celebrate our roots," Benefit shared via Instagram. "We stand for more than just makeup, so we partnered with four inspiring Bosses who are all using their voices to raise up others & fight for what they believe in," The label added: "Because when the world looks us in the brows, we show the world what power looks like. We show the world who's boss."

The Boss Brows kit comprises a ‘Gimme Brow+' eyebrow gel and ‘Precisely, My Brow' pencil, housed in a limited-edition bag designed in collaboration with ban.do. According to HelloGiggles, the Benefit and Ban.do have also been hard at work on a lifestyle collection launching this week.

Benefit is not the only beauty brand tapping into the wider trend for championing social causes -- earlier this month, the haircare and skincare label Moroccanoil teamed up with the Women's Tennis Association (WTA) to develop its ‘Inspired by Women' platform that empowers females around the world, while November saw the natural makeup brand Bare Minerals launch a philanthropic initiative championing women's education and entrepreneurialism.

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