How it all began
Benefit cosmetics was founded by twins Jean and Joan Ford in San Francisco in 1976. Successful models and make-up artists, the sisters opened a tiny make-up boutique with a whimsical candy store atmosphere and called it The Face Place. Here they launched their 'fake-it' products, designed to instantly solve beauty dilemmas.
Benefit is born
Their new, positive approach to beauty was a runaway hit, and in 1990 they set their sights on department store distribution. A new name was needed for their brand and Jane, fresh off a plane from Italy, said "I wish I could find a word that would fit with Bene!" Bene in Italian means good and so Benefit was born!
The brand has a global cult following, with models, celebrities and make-up artists alike raving about their iconic products like 'Benetint', the 'POREfessional Primer' and 'They're Real Mascara'! In 1999 Benefit joined MoÃ«t Hennessy Louis Vuitton, the worldâs leading luxury group, and now boast more than 3,000 counters in over 35 countries!
Whimsical and fun, Benefit cosmetics are known for feel-good make-up that works, complete with pretty packaging and witty, irreverent names! With Jean's daughters now a part of the business, the four still run this iconic make-up brand with the same creative philosophy.