Our SF Story
Jean & Jane open a tiny makeup shop, The Face Place, in San Francisco’s Mission District. Their initial business plan called for the twins to see $33/day to break even.
The first bottle of “Rose Tint” is sold to a San Franciscan dancer who requested… ahem, a nipple stain. Years later this product is renamed benetint.
The second Face Place opens on Kearny St. in downtown San Francisco.
Legendary makeup artist Kevin Aucoin telephones Jean & Jane to request 10 bottles of benetint for his makeup kit.
The catalog is born. 5,000 copies are distributed to top customers. Today, the circulation is over 10 million!
The Face Place is renamed Benefit Cosmetics. Jean & Jane set their sites on departments store distribution. A new name is needed for their brand that isn’t a destination. They have 24 hours to come up with one… Jane, fresh off a plane from Italy, proclaims… “I wish i could find a word that would fit with Bene!” BENE = good in Italian
Benefit takes the Big Apple by storm, opening in it’s first US department store Henri Bendel, NYC.
Benefit goes international… jumps the pond and open at Harrods in London. Jean & Jane are upstaged at the Benefit counter opening when Her Royal Highness Princess Diana makes a surprise appearance.
The wonder of technology means you can now get Benefit with the click of a mouse benefitcosmetics.com launches.
Benefit is acquired by Moet Hennessy Louis Vuitton (LVMH), the world’s leading luxury products group.
The first Benefit BrowBar Lounge opens in Macy’s Union Square, San Francisco. Today, Benefit arches over 900 brows a day in our Boutiques & BrowBar Lounges.
The Benefit boutiques opens in Chicago Jean & Jane get back to their Midwestern roots after 30 years of California dreamin’.
In 2008, natural born Benefit gals, Maggie & Annie, officially join the Benefit family, bringing with them their experience & skill in makeup artistry.
Benefitcosmetics.com gets a makeover. And now Benefit is in 36 countries… and growing!