Makeup campaigns are usually hit or miss, but in Benefit's case, its latest launch just hit it out of the park. Though many brands claim to be "inclusive" with its products and ad materials, that definition often solely exceeds the topic of race. However, Benefit is highlighting a brilliant woman with Down syndrome to celebrate its new Roller Lash eyeliner, inspired by the fan-favorite mascara.
If you don't know about her already, Kate Grant is a name you'll want to remember. She's taking modeling by storm while encouraging other women with disabilities to follow their dreams. This is great.
If you're a mascara lover, chances are you've heard of or even used Benefit's Roller Lash Mascara.
It's legit one of the best out there. Not only does it add volume, but it adds amazing length to any lashes. As someone who has long yet extremely downturned lashes, I can definitely say it is one of my favorites.
Now there's a new eyeliner in the Roller Lash collection, and its campaign is causing quite the stir.
Unlike many controversial beauty campaigns we've seen in the past few months (cough, Morphe, cough), this one is catching buzz for a good reason.
To promote this new eyeliner launch, Benefit introduced its new team of "Wing Women."
The diverse group of four models make up the new faces of the exciting new product. We're definitely all here for it.
One of the models garnering the most attention from Benefit fans is Kate Grant.
The 20-year-old model born with Down syndrome is serving as an inspiration for many. The move by Benefit is marking a serious step toward inclusivity that aims to include women of different abilities rather than meet a minimum of skin tone representation.
Grant has been on the rise for years now.
She's a known face in the UK and, much to our delight, has recently begun breaking into the American market. Needless to say, landing a gig with as much visibility as Benefit is a major way to break into a new country's industry.
A Benefit rep told the Daily Mail about when the brand first noticed Grant.
"We discovered Kate by chance in the summer of 2018 when we saw a Facebook video about her journey to becoming a model," the story reads.
Grant was also the face of a successful documentary in the UK.
She was featured in a BBC One Northern Ireland documentary in the summer of 2018. For six weeks she allowed the production to document her journey to becoming a model, which got her noticed by Benefit.
Grant isn't the only diverse face for the campaign, though.
Up-and-coming UK model Amma Rhode also serves as one of the Wing Women.
As for the product itself, the exciting new liner boasts a flawless formula.
The matte liquid eyeliner glides on smooth, provides precise lines, and is perfect for creating any look from a thin line to a dramatic full-lid cat eye.
Drama, anyone?
Of course, an over-the-top look is always going to be our first pick. But this liner does more than just drama — she's a versatile queen.
Don't believe us?
Check out the video for yourself. There's nothing this eyeliner can't do.
And as if that amazing formula wasn't enough, the campaign provides even more incentive to buy with its diversity efforts.
Representation requires so much more than just including people of different races. Thanks, Benefit, for understanding that.
Shop the new Roller Liner below.
The formula comes in both black and brown, and it's available now at Sephora.
Time to let that cat eye thrive.
Even if eyeliner isn't quite your thing, this will forever be a great staple to have in your makeup collection. Trust us.
