Sunday, 31 March 2013

Brand Masterclass - Benefit Cosmetics

It is not often that businesses are started off with a coin toss. Twins Jean and Jane Ford at a crossroads - Heads it was going to be a casserole cafe but thankfully it was tails to open a beauty boutique. In 1976 the Ford twins opened 'The Face Place' in San Francisco. The first product was a lip and blush tint called 'Rose Tint', developed for an exotic dancer who was in need of a nipple tint for shows.

In 1989, the catalogue was developed and this a new focus on department store distribution, The Face Place was rebranded and named Benefit Cosmetics. Their key product also had a make over and was rename what we know it today - Benetint. It still remains the companies top seller at over 10 million bottles sold.

With success in America, they opened in Europe in the Harrods Store in 1997, with the website store soon launching afterwards. Then in 1999 LVMH (Moét Hennessy - Louis Vuitton) brought Benefit. As the company grew so did the Benefit family with Jean's daughters, Maggie and Annie, joining their mother and aunt in 2008.

From the start Benefit to this day keeps to it quirkiness, know for it's unique packaging and product names. The empire has also expanded into it own line of Brow Bars and stand alone stores as well as having a strong presence in department stores and pharmacies.

"Laughter is the best cosmetics, so grin and wear it."


  1. I love Benefit and their origin story is so cute! Thanks for sharing :) x

    1. It's such a cute story, I love Benefit's philspohy and the fact the even through they are international has still kept that fun element. x


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