As much as we get excited over a product launch or buzzy new campaign (and trust us, we really do), sometimes the best beauty announcements don't involve any actual products. And today is one of those days. On March 12, Benefit Cosmetics and M.A.C. Cosmetics both announced partnerships to support Planned Parenthood (a "welcome coincidence," as a M.A.C. spokesperson clarified), an incredible step forward for both brands' ongoing mission of philanthropy and giving back to underserved and marginalized communities. M.A.C. is continuing its support of Planned Parenthood (they have worked with the organization since 2008) through its Viva Glam program by making a two-year, $500,000 commitment starting this year to provide reliable and readily accessible information to young people via Planned Parenthood's online chat/text program and new sexual health mobile chatbot, Roo. A M.A.C. spokesperson also confirms to Allure that this partnership is just the first of more announcements coming this year as the brand celebrates the 25th anniversary of Viva Glam. (👏🏼👏🏼👏🏼)
For San Francisco-based Benefit, the partnership with Planned Parenthood joins Bold Is Beautiful, Benefit's initiative that donates 100 percent of brow waxing proceeds throughout the month of May to organizations that support women and girls. This year, the brand is going one step further with the launch of a Bold Is Beautiful magenta-tinted 3D BROWtones in rose-gold packaging, which will be available to shop year-round. (One-hundred percent of those proceeds will also go toward Bold Is Beautiful.) This year, the brand's initiative will be active in 21 countries around the world and they have set a goal to raise $6 million.
"When we founded the Bold Is Beautiful project to support women and girls, we identified three criteria in choosing nonprofit partners: education and mentorship, economic self-sufficiency, and access to wellness," Annie Ford Danielson, chief beauty ambassador at Benefit Cosmetics tells Allure. "As the nation’s number-one provider of sexual and reproductive health care, as well as the largest provider of sex education, Planned Parenthood is all three. It was immediately clear to us that we needed to support their mission." Her sister, Maggie Ford Danielson, also a chief beauty ambassador at Benefit Cosmetics, echoes the sentiment, adding that as a company whose workforce is 90 percent female, the partnership "feels incredibly true to who we are."
The life-changing work that organizations like Planned Parenthood (among many others) has been doing was wrongfully painted as non-essential (and massively defunded by the current administration). Now, with Benefit and M.A.C showing public support, it serves as a wake-up call for other brands hopefully to follow suit. Of course, those who are able to support organizations are always encouraged to donate or volunteer and can do so 365 days a year. A fierce lipstick or flawless-looking brows are just a (really good) bonus.
More beneficial beauty:
- How to Tell If a Beauty Brand's Philanthropic Initiatives Are Smoke and Mirrors
- Where to Donate Your Unused (or Gently Used) Beauty Products
- 4 Beauty Startups With Major Philanthropic Missions
And here's Allure's March digital cover star Lizzo trying nine things she's never done before: