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 MoÃÂ«t Hennessy Louis Vuitton, the worldÃ¢â¬â¢s 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.