Benefit Cosmetics

Benefit Cosmetics has been bringing a playful approach to beauty since 1976. Founded by twin sisters Jean and Jane Ford in San Francisco, the brand started as a small makeup boutique with a simple philosophy: beauty should be fun, easy, and never too serious. Their first product—a rose-tinted stain originally designed for a dancer—set the tone for what Benefit would become: a brand that solves beauty dilemmas with innovative, no-fuss solutions wrapped in playful packaging.

Over the years, Benefit has built a global presence while staying true to its lighthearted approach. Best known for its brow expertise, the brand transformed the category with the launch of dedicated brow services and an expansive range of pencils, gels, and pomades designed to make professional results achievable at home. Beyond brows, Benefit’s lineup of mascaras, blushes, and primers has become essential to makeup routines everywhere, offering high-performance formulas with a signature touch of fun.

With a presence in over 50 countries and a strong digital footprint, Benefit continues to connect with beauty lovers through engaging content, in-store experiences, and community-driven initiatives. The brand’s commitment to making beauty feel approachable and effortless remains at the heart of everything it does, proving that makeup can be both effective and full of personality.