Beauty brand Benefit has partnered up with Dubai Foundation for Women and Children (DFWAC), to launch its successful philanthropy project Bold is Beautiful in the UAE, which aims to empower women.

The San-Francisco based company initially rolled out Bold is Beautiful last May in the US, UK, France and Australia, and created the project to empower women and girls to have big dreams and go for their goals. Due to the success of last year’s project, the company will be running various initiatives across the UAE during May.

These include every Dirham from Benefit’s brow wax services throughout Dubai being donated to DFWAC. Participating venues include Sephora Dubai Mall, Sephora City Walk, Sephora Mall of Emirate, Sephora Mirdiff City Centre, Sephora Marina Mall, Sephora Festival City Mall, Sephora JBR & Sephora Ibn Battuta Mall.

Jean Andre Rougeot, CEO of Benefit Cosmetics, said, “The success was beyond belief as we over achieved our goal. We have always believed that beauty runs deeper than the surface and our employees and our customers truly embraced our feel-good philosophy and were eager and excited to get involved and give back.”

Last year’s projects saw a total of $2.9million being raised, with over 11 charities being involved with over 170,000 brows waxed. Other areas set to benefit from the project include Spain, Singapore, Canada and Ireland.