BEHIND THE BRAND: BENEFIT COSMETICS

 History: Benefit Cosmetics began as a small beauty boutique in San Francisco called 'The Face Place'. It was founded by identical twin sisters Jean and Jane Ford, who decided to launch the boutique off the back of a coin toss. If the coin had landed differently, Benefit may have been a casserole cafe!


The boutique was focused around solving women's beauty dilemmas by offering a variety of "fake-it" products. The first product was actually 'Rose Tint', a blush and lip stain that we know today as Benetint.

In 1989, after years of continual success, Jean and Jane created a brand catalogue, began department store distribution and renamed the company 'Benefit Cosmetics'. Benefit Cosmetics launched at Henri Bendel in 1991 and was so successful that the brand soon went national. In 1997 Benefit went international, opening in one of London's biggest department stores.

LVMH acquired Benefit Cosmetics in 1999.

Jean and Jane Ford
USP: Benefit is a fun beauty brand that doesn't take itself too seriously. As the Ford twins famously said, "Who says make-up has to be serious to be good?", and they're right. As much as Benefit's packaging is kooky, colourful and a little bit cheeky, the actual products really do hold their own.

Motto: “Laughter is the best cosmetic … so grin and wear it”

Giving Back: Benefit Cosmetics continue to provide support to various charities across the globe. The brand has helped raise awareness and (a lot of) money to the likes of Women’s Aid, Refuge and Big Brothers Big Sisters.

Offerings: Benefit produce everything from lipsticks and facial washes to eye contour kits and gorgeous gifts.

Hero Products: Hoola Bronzing Powder, They're Real! Mascara, "That Gal" Brightening Face Primer, High Beam and Benetint.


Availability: Benefit has over 2000 counters and boutiques worldwide. If you reside in the US of A, you can find Benefit at Sephora, Macy's and benefitcosmetics.com  If you're based in Britain, you can get your Benefit fix at Debenhams, Boots and benefitcosmetics.co.uk.

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