Benefit launches charity pop-up in Covent Garden… and everything is pink

Bianca Barratt
Pretty in pink: Benefit's Covent Garden charity pop-up shop

Beauty lovers, if you head down to Covent Garden this weekend, you’ll be in for a big surprise.

As part of its annual Bold is Beautiful campaign, which works to empower women and girls across the globe, Benefit Cosmetics is launching its #RaiseABrow popup shop for the fourth year running, but this time with a twist.

The premium makeup brand will be selling items donated by celebrities, brands and famous vloggers, with 100 per cent of the profits being donated to charity… the only stipulation being that everything must be pink.

From palest blush to hottest coral, customers will be able to get their hands on products from GHD, ASOS, Marcus Lupfer and The Cambridge Satchel Company in this fuchsia-tinged Aladdin’s cave, which will be up and running in Covent Garden from Friday March 31 throughout the weekend.

Whilst browsing the racks of gorgeous trinkets and garments you can also stop by one of the 'Benebabes' who’ll be floating around for an expert brow makeover too.

This year, the philanthropic initiative is raising money for Refuge – a charity supporting survivors of domestic violence- and Look Good Feel Better, which works to build the self-esteem of cancer patients.

Benefit Cosmetics Managing Directors, Ian Marshall & Gail Bojarski said: “While we’ve been transforming brows since 1976, it was 2014 which saw the UK embark on its first philanthropic endeavour, designed to spread Benefit’s feel-good approach to beauty well beyond the counters. 2017 sees the campaign take on a new guise and we can’t wait to raise even more money for our two wonderful charities.”

Having raised more than six million dollars since its launch, the venture will be expanding its reach even further to give those who live outside London the chance to get involved as well. Pop-ups will be opening in Dublin, Glasgow and Manchester throughout April and an Ebay auction selling items such as a signed Lulu Guinness clutch and a Suzanne Neville wedding dress will go live on April 1.

To find out more about Bold is Beautiful and #RaiseABrow, visit boldisbeautiful.com/raiseabrow or follow Benefit on Instagram at @benefitcosmeticsuk

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