Women are being asked to put on their trainers and run two miles of the 500-mile course, which starts in Edinburgh on June 15. The Mascarathon will then head through Newcastle, Manchester, Birmingham, Cardiff and Oxford before finishing at Spitalfields Market, London, on June 29.
Presenter Caroline Flack is fronting the campaign. Benefit will host a party in each city with Benebabes offering makeovers and 1,000 mini giveaways per event.
Along the way there will be a range of consumer areas for runners and friends to visit including make-upper stations and sample giveaways.
A mascara “baton” will be passed from runner to runner, who will run two miles each to mark the two women each week who lose their lives to domestic violence.