Bold is Beautiful

Wax To Give Back

Through our Bold is Beautiful program, get a brow wax in May and we'll donate $5 to charity.

BOOK AHEAD

YOUR BROWS. OUR OBSESSION.  

Waxing Model

A Bold Beginning

In 2015, we took our mission to inspire women to believe in themselves & unleash their full potential beyond the beauty counter with our launch of the Bold is Beautiful project. BIB supports charities that empower women & girls in our communities through access to health & wellness, education, 
and financial self-sufficiency. To date, we’ve raised over 
$26.6 million…and we’re just getting started! 

YOUR WISH IS OUR COMMAND

What'll It Be?

BROW WAX

BROW WAX

Remove stray hairs for a more defined brow shape that's unique to you.

Brow Lamination

Brow Lamination

Lift and set brow hairs for fuller-looking, fluffed-up brows that last up to 6 weeks.

BROW TINT

BROW TINT

Score brows that look fuller and thicker, with richer color, for 3-4 weeks.

BOOK ME
HOW WE DO IT
BOOK ME

Brow Mapping for your perfect shape, then wax, groom & style.

Wax Model
World's #1 Brow Brand**

Apply a semi-permanent dye (custom to you) to fill in your brows.

Tint Model
World's #1 Brow Brand**

Smooth, straighten & set brows with a lifting solution.

Laminate Model
World's #1 Brow Brand**
BOOK ME
IN OUR EXPERT OPINION

GO WITH THE PROS

Service Model

Best in Brow

We've been at the brow game since 1976. Today, we wax ~9.4 MILLION* brows every year.

Wax

It's Raining Training

Our 5,000+ global Brow & Beauty Experts are trained, trusted, and oh-so talented.

Services Model

Up Close & Personal

Your service, your way! All Benefit services are personalized to you.

BTO model

Virtual Brow Try-On

Use our real-time brow cam, an uploaded pic, or a model to try on new brow looks with our virtual tool. Play with styles, check out shades & find your best brows.

TRY ON NOW
Map

Run, Don't Walk

Brow shaping, lash loving, pore pampering...come on in, we saved you a seat.

BOOK A SERVICE
Got Questions? FAQs

Each Benefit experience is unique to YOU and your needs. Your Brow & Beauty Expert (BBE) will kick things off with an in-depth consultation to ensure you walk out feeling (and looking!) great. Our personalized Brow Mapping allows you to see which hairs need to go and which need to grow to achieve I'm-actually-obsessed brows. At the end of the service, your BBE will wrap things up by styling your brows, so you’ll be ready to take ’em out and show ’em off.

Our personalized Brow Mapping technique helps find where the brow should start, arch, and end, and spots any hairs that need to be removed. This process ensures you’re not just getting any ol’ brow shape, you’re getting the brow shape that’s right for you. Once you've mapped out your shape, your Brow & Beauty Expert will work with you to achieve that shape through a service, product, or both.

Brow and Lash Tint services:

If you have never had dye or tint on your hair, brows, or lashes, you must have a 24-hour patch test* before receiving a tint service. Just drop by your nearest Benefit to get one, no appointment required. Say no to self-tanning or spray tanning for 24 hours before and after your tinting service.


Brow Lamination services:

If you have allergies to hair dye or perming solutions, you must have a 24-hour patch test* before receiving a lamination service. Swing by your local Benefit to get one, no appointment required. Make sure you haven't had a brow lamination within the 6 weeks prior to your appointment.


*48 hours in some countries 

We get it, things happen! We’ll do our best to accommodate. However, if you’re more than 5 minutes late for your appointment, your spot may be given to another customer.

Refer to the age minimum when booking to see whether you’ll need a parent or guardian present at the time of appointment to give consent for the service.

No worries, plans change! Please cancel in advance if you’re unable to make your appointment—via email if you opted in to receive appointment notifications. Once you’ve canceled, you’ll be asked if you’d like to book a new one.

Appointments are recommended, but we do accept walk-ins.

If you are having issues receiving appointment-related emails, please check your junk folder just to be safe.

We have 5,000+ Brow & Beauty Experts around the world who can’t WAIT to give you brows that wow, show your lashes some love, and pamper your pores. Visit our Store Locator to find your nearest Benefit services location. Come on in, we saved you a seat.

*Source: Benefit Cosmetics Global Sales report 2017-2020

**Based on estimated total global prestige brow product retail sales January – December 2022