Benefit’s New Inclusive Campaign Is a Giant Leap for the Beauty Industry

David M. Benett / Contributor

Benefit Cosmetics, known for products like Benetint and Hoola Bronzer, is making headlines for something other than its beauty products today.

The cosmetics company hired Kate Grant, a model with Down Syndrome, for their latest campaign, and of course, everyone is in support of the decision.

Benefit released the first image from its latest campaign on January 6 in which Kate models the Roller Liner liquid eyeliner. Following the warm reception, Benefit asked Kate to become an ambassador for the brand.

This past week, Kate’s mom, Deidre spoke to Metro about much this has meant to her daughter and the important message this sends to the beauty industry.

“She is paving the way for people coming behind her,” Deidre said. “Kate is aware of that and wants to spread awareness about inclusion for people with disabilities and that is what she has done from the very start. She is aware that she is able to do that in a way some of her friends cannot. She is using her voice for them.”

Deidre added, “When you are young, you think the sky is the limit and with Kate, she does not have the understanding that we have, that there are obstacles in the way. She does not allow obstacles to be in the way or her disability to stand in the way. She would say Down’s Syndrome does not define me — I am Kate.”

Benefit added that they are looking forward to working with Kate again in the future.

We hope that this paves the way for more “non-traditional” model castings in the beauty industry and beyond.