San-Francisco-based Benefit Cosmetics has pledged to donate 100 percent of profits from its brow-waxing services in the UAE to The Dubai Foundation for Women and Children in May, according to a report published by Time Out Dubai.

The Bold is Beautiful project, as the charitable campaign is known, kicks off on May 1 and aims to empower women and girls through education, mentorship, wellness and financial security. Benefit’s goal is to raise DHS300,000 for the charity, which supports local women and children suffering at the hands of domestic abuse, violence or human trafficking.

“We’ve been making women smile and feel good for nearly 40 years. It’s time we go beyond our beauty counters and give back to women and girls everywhere. It is part of our duty as women to support other women and help them feel empowered, confident, bold and beautiful,” said Benefit Co-Founder Annie Ford Danielson.