Out & About – Benefit ‘Bold is Beautiful’ Pop-Up

written by Melina

We love to go Out & About at Hel’s Angels HQ. Recently we took a trip to the Benefit ‘Bold is Beautiful’ Pop-Up.

With a view to empowering women and girls throughout the UK with the message that every woman is at her most beautiful when she’s confident, empowered and strong’, this is Benefit’s annual charity pop-up, designed to raise awareness for their charity partners – Refuge and Look Good Feel Better.

As soon as you walk through the doors you are greeted by bubbly and fun brand ambassadors, Benebabes, who immediately get the key brand message across – 100% of the sales proceeds will be donated to Refuge and Look Good Feel Better.

All the items available for purchase are donated from other brands and hardly featured any of Benefit’s own cosmetics. You can however visit the infamous brow bar, where visitors can book in for a brow wax and 100% of profits go directly to the two charities.

There is a mirrored cube photo opportunity, which is a genius donation activity. You are able to enter and take selfies, only if you make a donation.


The focus of the pop-up is on the charity partners. Inviting influencers including Patricia Bright, a YouTube beauty and hair vlogger with over 2.3 million subscribers, also opens up the charities to a whole new level of brand awareness.

Proving that brands and charities can work together to create fun, innovative and immersive events, Benefit in partnership with Refuge and Look Good Feel Better created a wonderful way for consumers to become more involved in charities in a way that is more than just donating money. Could this be the future for charity awareness and fundraising? We certainly hope so.

Find the all pink pop-up in Cardiff 25th – 27th May 2018.

Unit LG40, St Davids Shopping Centre, Cardiff, CF10 2ER
Opening Times:
Friday 25th 10-6pm
Saturday 26th 10-6pm
Sunday 27th 11-5pm

Images: Hel’s Angels & Benefit.com

For more information head to…https://uk.boldisbeautiful.com

Melina Paoletti & Mimi Tang