A Benefit Cosmetics brow bar inside Sephora.

Benefit Cosmetics is known for its irreverent spin on beauty, but it’s taking philanthropy seriously with the Bold Is Beautiful Project. Each May, the company will donate 100 percent of the cost of brow waxing at Benefit boutiques and Macy’s Brow Bars. This year, the company did more than 85,000 brow services and generated close to $2 million in the U.S. alone during May, according to Aurelian Lis, general manager, Americas, for Benefit. The U.K., Australia and France raised an additional $1 million. Proceeds benefit 11 charities, including Girls Inc., Step Up Network, Dress for Success and Girl Develop It.

This story first appeared in the August 12, 2015 issue of WWD. Subscribe Today.

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