Saturday, 18 June 2022

Beauty History | Benefit Cosmetics


Benefit Cosmetics began life as a small beauty boutique in San Francisco called 'The Face Place'. It was founded by identical twin sisters Jean and Jane Ford in 1976, who decided to launch the boutique off the back of a coin toss. If the coin had landed differently, Benefit Cosmetics would have been a casserole cafe!

The boutique's made purpose was solving women's beauty dilemmas through a variety of clever 'fake-it' products. The first product was '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, shortly after, the brand went national.


In 1997 Benefit went international, opening in one of London's biggest department stores. By 1999, the brand was acquired by LVMH. Maggie & Annie Ford Danielson, daughters of Jean Ford, officially joined Benefit in 2008 and have since become the brand's Global Beauty Authorities, keeping the Ford legacy alive.

Today, Benefit is celebrated as the 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. Although Benefit's packaging is fun, colourful, and a little bit cheeky, the products themselves really impress. Some of the brand's best and most-loved products include the Hoola Bronzing Powder, The POREfessional Face Primer, They're Real! Magnet Extreme Lengthening Mascara, Brow Microfilling Pen, and Boi-ing Cakeless Concealer.


Benefit has over 3,000 Brow Bars and 85 Boutiques worldwide. The American brand has locations in 59 countries across five continents. There is a wide range of makeup, skincare, and beauty tools on offer, from from foundation, lip stains, and tweezers, to eye cream, false lashes, and primer. Oh and they also offer a number of waxing and brow services, available at Benefit Brow Bars and selective boutiques. Product prices range from £5.00 - £53.50 and services start at £11.50.

To find out more, visit benefitcosmetics.com.


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