Benefit Cosmetics announces Mayfair pop-up

Benefit Cosmetics has announced a new The Benefit Brunch pop-up this August to celebrate its brow products.

Open on 6 August 2022, the pop-up will allow visitors to sample the brand's range of brow products, from new launches to bestsellers including its Precisely My Brow Pencil, 24-Hour Brow Setter and Gimme Brow+.

The event will also offer consumers the opportunity to learn about the Benefit Brow wax, with complimentary brow consultations from the brand's brow experts.

Priced at £20 for brunch and £30 for bottomless brunch, Benefit Cosmetics will donate £5 from every ticket to its Bold is Beautiful programme, which supports the brand's charity partners Refuge and Look Good Feel Better.

Benefit Cosmetics is a manufacturer of cosmetics founded by twin sisters Jean and Jane Ford, and headquartered in San Francisco, California. The brand sells at over 2,000 counters in more than 30 countries and is now a subsidiary of LVMH.

Lou Bennett, Marketing Director at Benefit Cosmetics, said: "Benefit Cosmetics is a brand built on immersive, fun, brow-raising, bold experiences, and the Benefit Brow Brunch is all those things, in abundance.

"The Benefit Brunch is not only about our incredible new brow innovation, but also about our community which is our customers, and our constant commitment to charity, highlighting our annual brow philanthropy campaign Bold is Beautiful, where we donate £5 from every single brow wax that happens in the month to Refuge, and Look Good Feel Better, our long-standing partners."

The news follows the recent announcement of Benefit Cosmetics' partnership with M&S Beauty, which will see the brand launch online and in selected M&S stores from AW22.