Benefit Benefit

Since the opening of its first makeup shop in San Francisco in the 1970s, Benefit has playfully shown that laughter is the best cosmetic.

Creation date: 1976
CEO: Jean-André Rougeot
Head office: 225 Bush Street, 20th Floor, San Francisco, CA 94104 - United States of America


Founded by twin sisters Jean and Jane Ford in the mid-1970s, Benefit enjoys a resolutely unique status in the realm of cosmetics brands. The relevance and effectiveness of its products with bold and girly names, its creative packaging and bespoke services have enabled the House to win over a community of women for whom taking care of themselves goes hand in hand with good humor. Their unique, fun and feel-good philosophy which aims to show that glamour suits all types of beauty, whatever their origins or style. In addition to cult products and bestsellers such as the multi-functional cheek and lip stain Benetint and the matte bronzing powder Hoola, new items regularly enrich the House’s repertoire of indispensable products. Always faithful to Benefit’s quirky and innovative positioning, these products enhance the daily lives of the numerous users – to be used without moderation !

Laughter and humor are key elements of the Benefit identity © 2014, Benefit Cosmetics LLC


After a noteworthy debut in modeling, Jean and Jane Ford, twin sisters who have been inseparable since birth, opened their first space dedicated to beauty in 1976 in San Francisco. Thanks to their playful vision of beauty, the two sisters headed a true cosmetic revolution, making Benefit the internationally renowned brand it is today.

Jean and Jane Ford, founders, and Maggie and Annie, Jean's daughters © 2014, Benefit Cosmetics LLC


Julie Bell, Executive Vice-President of Global Marketing © 2014, Benefit Cosmetics LLC

” Benefit’s mission is to turn every gal’s beauty frown upside down. Our innovative instant beauty solutions express our unique DNA through laugh-out-loud names and creative packaging. Our customers continually inspire us to create one-of-a-kind products that solve everyday beauty dilemmas. It is incredibly rewarding to be able to give gals confidence and help them look and feel more beautiful.”


Laughter and humor are key elements of Benefit’s identity. However, one thing that the House takes extremely seriously is the innovative dimension of its formulas as well as how easy it is to apply its products. Among the most popular bestsellers, the ranges of “POREfessional” fake-its and “they’re real” mascaras and eyeliners are innovative solutions made to address the needs of the Benefit woman.

Laughter and humor are key elements of Benefit's identity © 2014, Benefit Cosmetics LLC
Laughter and humor are key elements of Benefit's identity © 2014, Benefit Cosmetics LLC


Developed alongside the product side of the business, the services offered by Benefit are marked by the same freshness and quirky spirit. With over 1,400 locations all over the world, Benefit BrowBar beauty lounges are feel-good spots dedicated to beauty services for all kinds of women. The House’s technical savoir-faire has attracted loyal Benefit fans.

Key figures

  • 225 Bush Street, San Francisco, Benefit Headquarters and “Beauty Central”
  • over 5 million eyebrows shaped every year
  • 45 distributing countries and still growing

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