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Support from the two global beauty brands will help Planned Parenthood continue to provide millions of people with health care, information, and education

New York, NY — Today, Benefit Cosmetics and M∙A∙C Cosmetics announced their public support for Planned Parenthood through their respective global philanthropy programs, Benefit Bold Is Beautiful Project and M∙A∙C VIVA GLAM. A grant from M∙A∙C’s VIVA GLAM efforts through the sales of their VIVA GLAM Lipsticks will go toward allowing more young people get the information they need on sexual health and relationships, when they need it, by helping expand Planned Parenthood’s successful Chat/Text program and new sexual health chatbot, Roo. Benefit will support Planned Parenthood’s mission to provide sexual and reproductive health care and sex education to people across the country by donating customer sales to the organization.

These partnerships support Planned Parenthood at a time when consumers are demanding more from the brands with which they engage. New research from Greenwald & Associates shows that an overwhelming majority of Americans see brand values as important when making purchasing decisions. What’s more, ninety percent of Millennials say reproductive health is an important issue to them, while more than two-thirds say it is very or extremely important.

We’re so grateful for the generous support of Benefit Cosmetics and M∙A∙C Cosmetics, which will help us continue to provide millions of people with the health care, information, and education they need to be empowered to lead strong, healthy lives,” said Dr. Leana Wen, president, Planned Parenthood Federation of America. “We know that people stand with Planned Parenthood because they and their loved ones have relied on us for health care and education. Planned Parenthood is inspired by these two global beauty brands standing proudly and publicly with us to declare that sexual and reproductive health care is health care, and health care is a human right.

Every May, Benefit donates 100 percent of brow wax proceeds to The Bold is Beautiful Project, its global philanthropy program supporting non-profit organizations that empower women and girls. Since its launch in 2015, The Bold is Beautiful Project has raised more than $16 million worldwide. In addition to donating brow wax proceeds, Benefit will launch on May 1 a special-edition Bold Is Beautiful 3D BROWtones that will live on shelves year-round with all proceeds going to its non-profit partners. These funds will help advance Planned Parenthood’s mission to provide sexual and reproductive health care and sex education to people across the country — no matter what. 

Our mom and aunt started this brand more than 40 years ago and empowering women has been the backbone of our DNA ever since,” said Annie and Maggie Ford Danielson, chief beauty ambassadors at Benefit Cosmetics. “It is simply our responsibility as a brand and as a part of the greater beauty community to reach beyond the beauty counter and bring attention to organizations like Planned Parenthood to impact real change. The mission of The Bold is Beautiful Project is to give women and girls the resources to feel and do their best. As a company made up of more than 90 percent women, we are so proud that Benefit is standing with Planned Parenthood to provide women with the resources and access to health care they need to live out their fullest lives.

M∙A∙C VIVA GLAM highlights the link between poverty and AIDS, and strengthens services available to underserved populations by funding groundbreaking and innovative programs through the sale of its VIVA GLAM Lipsticks.

Ending stigma is one of the first steps to eradicating HIV/AIDS and other infections that disproportionately affect women, people of color, and the LGBTQ community. This year, M·A·C is excited to evolve its long-standing partnership with Planned Parenthood since 2008 by making a $500,000 commitment over two years, which will provide accurate, nonjudgmental information to as many young people as possible, wherever they are and whenever they need it most. Through Planned Parenthood’s Chat/Text program and new sexual health chatbot Roo, millions of young people will be able to ask their questions about their health, their body, or getting care, and get the answers they need within seconds, day or night. No judgment, no embarrassment. 

VIVA GLAM is truly the heart and soul of M·A·C Cosmetics and it all started with a powerful lipstick funding a disruptive 100 percent giving model,” said John Demsey, chairman of the M∙A∙C AIDS FUND & executive group president, The Estée Lauder Companies. “This model has enabled us to support remarkable partners like Planned Parenthood to help people make informed decisions to live their best lives, especially for those who have limited access to the social safety net and need additional avenues to access care. It's a privilege to join forces with them to scale their Chat/Text program, which meets people where they are to spark tough dialogue around sexual and reproductive health.

Benefit and M∙A∙C’s support for Planned Parenthood comes as part of a sustained effort by major brands and industries to stand with Planned Parenthood and support people’s access to sexual and reproductive health care and education. This effort has included partnerships with the WNBAWarner Bros, OkCupidTumblrGilead Sciences, and the Council of Fashion Designers of America.

One in five women in America has relied on Planned Parenthood for health care at some point in her lifetime. Planned Parenthood health centers offer vital services, including birth control, cancer screenings, STI testing and treatment — as well as safe and legal abortion — that enable people to stay healthy, plan their families, and reach their full potential. The nation’s largest provider of sex education, Planned Parenthood knows that all people, no matter who they are or where they live, have the right to the information and resources they need to protect their health and plan their futures.


Planned Parenthood is the nation’s leading provider and advocate of high-quality, affordable health care for women, men, and young people, as well as the nation’s largest provider of sex education. With more than 600 health centers across the country, Planned Parenthood organizations serve all patients with care and compassion, with respect and without judgment. Through health centers, programs in schools and communities, and online resources, Planned Parenthood is a trusted source of reliable health information that allows people to make informed health decisions. We do all this because we care passionately about helping people lead healthier lives. 


Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. Benefit is the No. 1 brow brand worldwide and is synonymous with fun, instant beauty solutions. Founded in 1976, the beauty brand has swept the world with one-of-a-kind cult favorite products like Benetint, BADgal BANG Mascara, the POREfessional Face Primer, Hoola and Gimme Brow+. Benefit is one of the fastest growing prestige beauty brands in the business with locations in over 50 countries across five continents. With more than 2,700 BrowBars and 85 boutiques worldwide, Benefit has become the brow destination for both product and service. Benefit is part of the world’s leading luxury products group, Louis Vuitton Moet Hennessy. www.benefitcosmetics.com @benefitcosmetics on Instagram


M·A·C (Make-up Art Cosmetics), a leading brand of professional cosmetics is part of The Estée Lauder Companies Inc. Since its creation in Toronto, Canada over 30 years ago, the brand’s popularity has grown through a tradition of word-of-mouth endorsement from makeup artists, models, photographers and journalists around the world. M·A·C is now sold in over 100 countries/territories worldwide. Follow M·A·C on Twitter, Snapchat and Pinterest @MACcosmetics, become a M·A·C fan on Facebook (facebook.com/maccosmetics), follow M·A·C on Instagram (instagram.com/maccosmetics), watch M·A·C videos on YouTube (youtube.com/maccosmetics). For a M·A·C location visit maccosmetics.com.