MELINDA JAMES

Director of Photography

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Benefit Cosmetics: ‘Boss Brows’ Campaign
Arri Amira | Cooke S4s

“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.

The campaign stars four faces, each of whom has a history of activism. One is singer and champion for LGBTQ rights Hayley Kiyoko, also known as “Lesbian Jesus” on social media. There’s also Mama Caxx, a model and advocate for body positivity; Jen Gotch, the founder and CCO of gift and accessory brand ban.do, who has a history in mental health activism; and Ericka Hart, a sex educator and podcaster.” - Adweek
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