History of Benefit Cosmetics

Benefit Cosmetics, a beloved beauty brand renowned for its quirky packaging and innovative products, has a rich history dating back to 1976 when it was founded by twin sisters Jean and Jane Ford in San Francisco. Initially known as The Face Place, the brand gained popularity for its unique approach to makeup and skincare. In 1990, the company rebranded as Benefit Cosmetics and expanded its product line to include a wide array of cosmetics, ranging from eyebrow products to blushes and mascaras.

One of Benefit's most iconic products, Benetint, was introduced in the 1970s as a rose-tinted lip and cheek stain, inspired by an exotic dancer's need for a long-lasting flush. This innovative product quickly became a cult favorite and paved the way for Benefit's future success in creating multitasking beauty solutions. Over the years, Benefit continued to innovate, introducing new products like They're Real! Mascara, which became a bestseller for its lengthening and volumizing effects.

Today, Benefit Cosmetics is a global beauty powerhouse with a presence in over 50 countries, known for its fun and playful approach to beauty and its commitment to empowering individuals to feel confident and beautiful in their own skin. With a focus on creating easy-to-use products that deliver real results, Benefit continues to inspire makeup enthusiasts around the world.