Event / 12.03.15 / BY Bella Serventi

BENEFIT BREAKFAST: Bold is Beautiful Project

Brows, cosmetics and breakfast all for a great cause! Chatting with Global Brand Authority Annie Ford Danielson and the Australian Benefit Cosmetics team about the Bold is Beautiful Project 2015.

Finally – a charitable reason to get your brows done!

La Femme Mecca Benefit Breakfast Event

We spent the most inspirational morning with the team from Benefit Cosmetics hearing about their new Bold is Beautiful Project.  Developed to empower women around the world, Benefit is aiming to raise money for local, not-for-profit charities to give women the boost, education and support they need.



Annie Ford Danielson, daughter and niece of co-founders Jean and Jane Ford and Global Beauty Authority, is leading the Benefit pack and believes this initiative stays true to their brand DNA and culture through teaching women to laugh and smile from the inside out. They believe every woman should have the opportunity to be confident, empowered and their best self. Beauty runs deeper than just the surface.


So, here is what the Bold is Beautiful Project is all about:

1. Parterning with global charities across 4 markets – Australia, USA, UK and France, with an aim to raise 2 million dollars in 2015

2. Supporting 3 not-for-profit charities in Australia. Look Good Feel Better, Sister 2 Sister and Fitted for Work (we fully encourage you to take some time to read about these charities)

3. Making a difference to women and girls to secure independence, access to education, mentors, wellness programs and financial security.

4. Empowering women and girls everywhere one brow wax at a time!

So, how can you get involved? super easy and beneficial to your beauty regime! During the month of May, Benefit will donate $10 from every brown treatment at Myer stores across Australia. Based on last years figures, that’s $200,000 that will be divided among these three amazing charities to support our fellow gals.

Oh, we would also like to thank Benefit for the gorgeous little cupcakes and brow kit – we’ll have fab brows in no time!

 LA FEMME MECCA BOLD IS BEAUTIFUL PROJECT BENEFIT COSMETICSBella with Global Brand Authority Annie Ford Danielson. Read Bella’s sit-down Interview with Annie HERE

La Femme Mecca Benefit Breakfast


Author / Bella Serventi