Benefit’s New Campaign Is All About ‘Raising a Brow’ to Being Bold

The beauty brand is embracing its feminist roots

Hayley Kiyoko, Ericka Hart, Jen Gotch and Mama Caxx star in Benefit's new campaign. Benefit

Benefit has long been known for its eyebrow products and services in particular, as it offers waxes, threading, tinting and more at its retail locations. But while Benefit’s new campaign, Boss Brows, is indeed about its signature product, the brand wanted to focus on something bigger: empowerment.

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@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.