Meet Benefit

We believe that laughter is the best cosmetic. We’re not only in the makeup business...we’re in the feelgood business. Why? Because when we are laughing & having fun, that's when we are at our most beautiful.

A LEGACY OF LAUGHTER

Our Fearless founders

Meet the Ford twins...two Indiana farm gals turned successful models & makeup artists. They moved to San Francisco to take on a totally new approach to beauty. In 1976, they flipped a coin… heads, they open a casserole cafe, tails a makeup shop. Thankfully it was tails (no offense casseroles)!

Our Fearless founders

Meet the Ford twins...two Indiana farm gals turned successful models & makeup artists. They moved to San Francisco to take on a totally new approach to beauty. In 1976, they flipped a coin… heads, they open a casserole cafe, tails a makeup shop. Thankfully it was tails (no offense casseroles)!

Growing up Benefit

Who better to spread the legacy of laughter & fun than the daughters and nieces of the co-founders Jean & Jane Ford? Maggie & Annie Ford Danielson have beauty in their blood! The new generation of sisters officially joined Benefit in 2008 and have since become our Global Beauty Authorities.

Growing up Benefit

Who better to spread the legacy of laughter & fun than the daughters and nieces of the co-founders Jean & Jane Ford? Maggie & Annie Ford Danielson have beauty in their blood! The new generation of sisters officially joined Benefit in 2008 and have since become our Global Beauty Authorities.

We're painting the world pink

We have locations in 59 countries across five continents. With more than 3,000 Brow Bars and 85 Boutiques worldwide.

We're painting the world pink

We have locations in 59 countries across five continents. With more than 3,000 Brow Bars and 85 Boutiques worldwide.

HOW IT ALL BEGAN

1976

Jean and Jane's initial business plan was to make $33 per day to break even...but the "face place," their tiny original makeup shop in San Francisco's Mission District, was bound for more!

1977

Have you heard the one about an exotic dancer walking into a makeup store and ordering nipple stain? Well, it’s true! The first bottle of “Rose Tint” is created for a San Franciscan exotic dancer. Years later, we call it Benetint!

1990

The House of Benefit is born. The “face place” is renamed “Benefit Cosmetics” and the first Benefit counter opens at a US department store, none other than Henri Bendel in NYC!

1997

London calling! Benefit makes the leap overseas to open at Harrods in London. Jean & Jane are upstaged at the Benefit counter opening when her Royal Highness Princess Diana makes a surprise appearance.

1999

It’s high fashion eyes on Benefit as Moët Hennessy Louis Vuitton (LVMH), the world’s leading luxury products group headquartered in Paris, acquires the once humble little makeup shop.

2008

Maggie & Annie, the daughters and nieces of co-founders Jean & Jane Ford officially join the Benefit team! They have beauty in their blood!

2012

Known for beauty breakthroughs that have raised a brow or two, a Guinness World Record is set for “most eyebrow waxes in eight hours by a team.” Every gal should be able to put her best brow forward!

2015

To put our money where our mouth is, Benefit launches the Bold is Beautiful Project, a philanthropy initiative that partners with charities that empower women & girls.

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