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Benefit bolstered its position in the United States and the United Kingdom with growth in its brow collection, in particular its flagship Gimme Brow and Precisely products, along with the success of its brow bars. Fresh achieved solid growth, with very strong momentum in China, where its products which combine natural ingredients and traditional rituals with cutting-edge scientific advances generated major demand. The Maison strengthened its position in premium skincare with Crème Ancienne, a modern reinterpretation of a centuries-old formula, and in the essence category with the Black Tea Kombucha anti-pollution lotion. Online sales in particular were up significantly. Make Up For Ever successfully launched its long-lasting concealer within its flagship Ultra­HD range and its Reboot foundation, which corrects signs of fatigue. Confirming its global success, Fenty Beauty by Rihanna began its expansion in Asia. The brand added new categories including concealers available in 50 different shades, gloss and bronzers and continued to shine on social media.

Parfums Christian Dior

The fifth edition of Bold Is Beautiful, Benefit Cosmetics philanthropy project

Benefit Cosmetics started the Bold Is Beautiful project in 2015 to empower women through education, access to wellness and financial independence. In 2019, 21 countries took part in this campaign, which has raised over 15 million since its launch by donating the proceeds from the Benefit Brow Bar brow waxes to charities. This year, Malaysia joined the program through Women:girls, a charity that helps women rebuild their self-confidence and encourages young girls to become agents of change.

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