Benefit Cosmetics’ Myer City Store Melbourne in Victoria, Australia has pulled off a Guinness World Records title after achieving the Most eyebrow waxes performed in 8 hours by a team.
The team of brow experts broke the record of 382 set by the store’s Sydney counterpart in 2012 with an incredible 435 waxes – that’s more than 54 waxes an hour!
Benefit Cosmetics GWR attempt team 
The event took place as part of the make-up brand’s “Bold is beautiful” campaign, which focuses on empowering women and fundraising for the Australian charities Sister 2 Sister, Look Good Feel Better and Fitted for Work.
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Guests at the record-breaking event paid $31 to get their eyebrows waxed at the Melbourne Benefit Brow bar, with $10 from each wax going to one of the charities. The cosmetics company hopes to raise a total of $200,000 during the campaign.
The event was hosted by TV presenter Lauren Phillips, who commented:
Today was so much fun! The shared determination of everyone involved from the team of brow experts to the crowd was so positive and inspiring. Everyone left not only looking fabulous, but also doing some good in the process. I am thrilled we were able to break the record and make a difference for the women and girls in Australia who need it most – one eyebrow at a time!
Guinness World Records adjudicator Solvej Malouf officiated the challenge
Beth Glancey, General Manager of Benefit Australia said:
Today the Benefit team set out to do what we do best, which is raise some eyebrows in the most disruptive way possible! At Benefit we really understand the difference an eyebrow can make, they are the most transformative feature. This is why it was only fitting that through Bold Is Beautiful and our brow services we are not only transforming faces, but also transforming lives.