OH HEY!

WE’RE
BENEFIT

                  
                      

The brand behind Benetint, The POREfessional, BADgal BANG!, and probably at least one of the brow products in your bag. (We are the world’s #1 brow brand*, after all.) ​


We believe that beauty should lift us up and make us feel good. Because feeling good is always a good look.​


So, whether you want a beauty solution you can trust or just need a good laugh, we've got your brows AND your back.

                  
              
#HUMBLEBRAG

PAINTING THE WORLD PINK

#1 Brow Brand

#1 Brow Brand

Benefit is the #1 brow brand worldwide*. So, yeah, we’re kinda a big deal when it comes to all things brows.

Global Pore Experts

Global Pore Experts

We’ve got 5,000+ trained and trusted experts who can’t wait to solve your pore dilemmas and pamper your skin with The POREfessional facial..

All-Star Mascaras

All-Star Mascaras

As the #1 prestige mascara brand** in the US, UK & Canada, we’ve got every lash look covered. No wonder 1 Benefit mascara is sold every 3 seconds.***

#1 Brow Brand

#1 Brow Brand

Benefit is the #1 brow brand worldwide*. So, yeah, we’re kinda a big deal when it comes to all things brows.

Global Pore Experts

Global Pore Experts

We’ve got 5,000+ trained and trusted experts who can’t wait to solve your pore dilemmas and pamper your skin with The POREfessional facial..

All-Star Mascaras

All-Star Mascaras

As the #1 prestige mascara brand** in the US, UK & Canada, we’ve got every lash look covered. No wonder 1 Benefit mascara is sold every 3 seconds.***

Wax tools

WHAT MATTERS MOST

Giving Back & Getting Bold

Benefit's Bold is Beautiful Project empowers women & girls in our communities through health and wellness, education, and financial self-sufficiency. One month every year, we donate Benefit’s proceeds from global brow waxes to charities that support women, and since 2015, we’ve raised over $25 million. ​ Our community means everything to us, and we want to lift them up as much as they lift us up.

Can't Stop, Won't Stop

the face place

the face place

Jean and Jane open the Face Place, a tiny makeup shop in San Francisco.

Benetint

birth of benetint

An exotic dancer walks into the store, orders a rose-colored nipple stain… and Benetint is born.

Benefit Cosmetics

Hello, Benefit!

The Face Place is renamed Benefit Cosmetics, and the first counter opens at Henri Bendel in NYC.

LVMH

Let's do this, LVMH

1999 Moët Hennessy Louis Vuitton (LVMH), the world's leading luxury products group, acquires Benefit.

thePOREfessional

Prime Time

The POREfessional, a smoothing pore primer, makes its debut.

They're Real

They're Real!

The world meets They're Real! Mascara.

Breaking Records

Breakin' Records

Benefit sets a Guinness World Record for “most eyebrow waxes in eight hours by a team.”

Bold is Beautiful

Bold Start

Bold is Beautiful philanthropy program launches.

BADgal BANG!

Bad to the bone

BADgal BANG! Mascara enters the chat.

Pore Care Model

More for pores

Pore ​​Care by The POREfessional pampers pores around the world.

1976
1976
1990
1999
2010
2011
2012
2015
2018
2023
 
 
Jean and Jane

Our Fearless
Founders​

Meet Jean & Jane Ford, two Indiana farm girls turned successful models & makeup artists. The twins moved to San Francisco in 1976 to take on a totally NEW approach to beauty. They believed laughter is the best cosmetic and turned the so-serious makeup industry on its head. Over 40 years later, we're always trying to do the twins proud by taking risks, pushing the envelope, and keeping the beauty world on its toes.

Map

Run, Don't Walk

Brow shaping, lash loving, pore pampering...come on in, we saved you a seat.

BOOK A SERVICE

Into All This? Yay, Us Too.

If you’re interested in joining the Benefam and making pink magic with us, this is just the beginning.

*Based on estimated total global prestige brow product retail sales January – December 2023
**Source: Circana, Beauty Trends, US Prestige Brand Classification, Makeup Value and Unit Sales, January 2023 – December 2023
***Source: Benefit Cosmetics, based on units sold globally of Benefit mascara products, January 2023 - December 2023