As part of its international philanthropy programme named the Bold Is Beautiful Project, Benefit Cosmetics has chosen to support two charities in Singapore : Girls2pioneers, an initiative by Singapore Committee for UN Women launched to encourage girls to pursue careers in Science and Technology, and… Aidha!
by: Nelly Navarro
Aubrey Bautista, Benefit Cosmetics Singapore’s Brand General Manager explains, “The Bold is Beautiful Project is dedicated to empowering women and girls to believe in themselves and reach their fullest potential. We partner with the best in non-profit charities which provide them with access to wellness, education and financial self-sufficiency. The mission and impact of Aidha fully support this ambition.”
Throughout the month of May, Benefit Cosmetics will donate 100% of the proceeds from its brow wax services, the signature service of the brand, to Aidha and Girls2pioneers. On Friday, 26 February the project was presented to a large audience of Singaporean beauty bloggers and influencers. Amongst them, Christabel Chua, a fashion influencer and Bold is Beautiful ambassador was especially proud to support Aidha. “This charity is close to my heart as my long time helper, Yuliani Wijaya, was a student at Aidha two years ago. She is now back in Indonesia, teaching cooking to helpers. Attending Aidha courses really helped her to take this new step in her life.” During the gathering, Aidha CEO, Karen Fernandez, introduced the charity and its work, and Alumni, Puji Hastutik, shared her experience at Aidha.
Prior to the fundraising campaign in May , the Bold is Beautiful project was made real for six Aidha Alumni the very next day at the new Benefit Cosmetics Boutique at Westgate. During a workshop organised in one their boutiques, the Benefit Cosmetics marketing and sales team shared tips about opening a shop. The alumni also enjoyed a personal grooming experience. No doubt that this marks the beginning of a successful collaboration between Aidha and Benefit Cosmetics. As Karen Fernandez pointed out during her speech, “It is a particularly apt partnership since our women in Aidha are bold, inspiring and beautiful!”