2 minute read
Brand History
from Benefit Cosmetics
by Becky Green
A Benefit Timeline...
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1976 After graduating Indiana University, identical twins Jean and Jane Ford flipped a coin to decide between starting a casserole café or a beauty boutique. They then opened a small beauty boutique in San Francisco called, ‘The Face Place.’
1991 Benefit opened up its first U.S. department store counter in Henri Bendel, New York City.
1997 After success in the U.S. Benefit then launched internationally with a counter in Harrods, London. Not long after, the website launched.
2003 Benefit then opened their first
Brow Bar at Macy’s, Union Square, San Francisco. A few years later, Jean and Jane’s daughters Maggie and Annie joined the company.
1980 The store moved to downtown San Francisco and with this move came the launch of their lip plumping product, ‘lip-plump.’
1990 The product catalogue was developed and they began to focus on department store distribution. Shortly after; ‘The
Face Place’ was renamed as Benefit Cosmetics.
1999 LMVH acquired Benefit on September 14th.
2001 Benefit Launched a bath and boudoir line.
2017 After making a world record, of 382 brow waxes in 8 hours, in 2012, Benefit then beat their own Guinness World Record, for charity over in Australia. We completed 435 waxes in 8 hours! Phew!! And to date; Benefit has Beauty Bars in stores, Sephora, Debenhams, Boots and John Lewis.
