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