Benefit Cosmetics
Benefit Cosmetics
Since the opening of its first makeup shop in San Francisco in 1976, Benefit Cosmetics has playfully shown that “Laughter is the Best Cosmetic.”
Creation date: 1976
CEO: Christie Fleischer
Head office: 225 Bush Street, 20th Floor, San Francisco, CA 94104 - United States of America
Website: www.benefitcosmetics.com
Identity
At Benefit Cosmetics, we believe that laughter is the best cosmetic. Why? Because when we are laughing and having fun, that’s when we are at our most beautiful. Founded by twin sisters Jean & Jane Ford in 1976, Benefit has always pushed the envelope with its instant beauty solutions, creative storytelling and unique packaging. We’re not only in the makeup business, we’re in the feel-good business. Today, we are the #1 Brow Brand Worldwide in over 50 countries, and continue to look for new ways to put a smile on your face!
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In 1976, twin sisters Jean & Jane Ford opened their first beauty shop in San Francisco. Thanks to their playful vision of beauty, powered by laughter and fun, they pioneered a true cosmetic revolution. Today, Benefit is known worldwide for its feel-good products and services.
Insights
“At Benefit, our mission is simple: Laughter is the Best Cosmetic! From our instant beauty solutions to laugh-out-loud packaging, we are a strong global brand with quality products and services that remain connected to our unique DNA. Our Benebabes from around the world inspire us to push the envelope on innovation, to take risks, and to live boldly.”
Savoir-faire
We’re not just in the makeup business, we’re in the feel-good business! Laughter and humor are at the heart of Benefit’s identity. Additionally, thoughtful innovation goes into how its formulas can be easy to apply for everyone. Benefit loves to create a colorful world for its unique products and services that all Benebabes can enjoy with a smile.
Outlook
Benefit started its fresh take on services with its very first beauty locker room style boutique in San Francisco. Today, Benefit is in over 55 countries with 3,267 BrowBar Beauty Lounges around the world, dedicated to providing that same fresh spirit of beauty services. A welcome space where Benebabes can gather, gab and glam!
Key figures
- OVER 55 COUNTRIES WHERE THE BRAND IS PRESENT
- EVERY 2 SECONDS ONE BROW PRODUCT SOLD
- OVER $21 MILLION RAISED FOR CHARITY BOLD IS BEAUTIFUL PROGRAM
Benefit Cosmetics on social media
- like if you're just going with the flow. no real plans just vibes
- my everything shower includes: double cleansing with The POREfessional Get Unblocked and Good Cleanup cleanser … twitter.com/i/web/status/1…
- happy first day of spring, loves 🪷 hope all the seeds you plant this season come into fruition