Benefit to open all-pink charity pop-up shops

The US brand will launch the four pink stores across the UK for its Bold is Beautiful campaign which has previously raised $6.3m for charity

Benefit Cosmetics is opening four pink-themed charity pop-up shops for its Bold is Beauty programme.

The philanthropic project will help survivors of domestic violence and cancer patients by raising donations for Refuge and Look Good Feel Better.

Since its launch in 2015, Bold is Beauty has raised more than $6.3m in nine countries.

Next month UK-based consumers wanting to book an eyebrow wax with the brand will indirectly donate, as Benefit Cosmetics is giving 100% of waxing profits to the project.

The all-pink store (Image: Benefit Cosmetics)

The first of the four all-pink charity shops is opening in Covent Garden, London, on 31 March and is said to be a first in the UK.

The brand is calling for pink-coloured donations for in-stores sales and premium product online auctions.

A spokesperson for Benefit Cosmetics said: “The stores will be packed full of pretty pink delights, donated from tops brands, vloggers and generous people from around the UK.”

Brands currently for sale include: Sophia Webster, Markus Lupfer, New Balance, Oliver Bonas. A Bold is Beautiful exclusive Cambridge Satchel Company bag and GHD products.

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