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Benefit Cosmetics

Laughter is the best cosmetic

Metrics

Leadership

Sustainability

CSR & Impact

Talent/People/Culture

Innovation

Digital Transformation

Economic Priorities

  • Worldwide
  • Cosmetics
  • 225 Bush Street, 20th Floor, San Francisco, CA 94104 - United States of America
  • Active
  • CEO Christie Fleischer
  • Cosmetics
  • Making women LOOK and FEEL their best!
  • Worldwide
  • Subsidiary
  • Jean and Jane Ford
  • 1976; San Francisco, California

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Summary

A subsidiary of LVMH, Benefit Cosmetics LLC was founded by twins Jean and Jane Ford in 1976 and headquartered in San Francisco. Benefit Cosmetics is a globally recognized beauty brand celebrated for its playful aesthetic, innovative products, and commitment to empowering confidence through makeup. Founded in San Francisco in 1976, the brand has become a household name with iconic products like ‘They’re Real! Mascara’, ‘Hoola Bronzer’, and ‘Benetint Lip And Cheek Stain’. Known for its approachable and quirky branding, Benefit combines high-performance formulas with creative packaging to deliver a unique customer experience. Beyond its product lineup, the brand is also lauded for its philanthropic Bold is Beautiful initiative, which supports women’s empowerment charities worldwide. With a presence in over 50 countries, Benefit Cosmetics continues to redefine the beauty industry by blending fun, innovation, and purpose.

History

Alumnus of Indiana University- twin sisters Jean and Jane Ford were farm gals turned successful models and makeup artists. They moved to San Francisco to to pursue a bright future. Interestingly their profession was chosen based on a coin flip with the options being a casserole cafe or a beauty boutique: the only things they knew! Thankfully it was tails (no offence casseroles)!

The sisters combined their business acumen and beauty know-how to open a store named the “Face Place” in Mission District which specialised in quick-fix beauty products. Their debut product was blush and lip tint “Rose Tint” now renamed “Benetint”. The Fords had created the rose tint for an exotic dancer who required a nipple tint back in the day and it remains the company’s best-selling product with over ten million bottles sold. “The Face Place” later moved to Kearny Street in downtown San Francisco during the Eighties and the twins debuted lip-plumping product “lip plump”.

Benefit Cosmetics became famous for its quirky packaging and its motto: ‘Laughter is the best cosmetic … so grin and wear it’. The creative approach is just as strong today: every new Benefit product moniker is vetted during weekly naming sessions and unanimous approval is required!! In 1989 a product catalog was developed and the Fords focused on department store distribution. The following year, they renamed the brand “Benefit Cosmetics”. In 1991 Benefit opened in a department store in New York City. With runaway success in the U.S., the brand expanded overseas in 1997 with Harrods, London. Benefit Cosmetics’ website was launched.

Impressed by its vision and unbridled success… LVMH Moet Hennessy Louis Vuitton took a controlling equity stake in Benefit Cosmetics. Jane Ford and Jean Ford-Danielson- the twin sisters who founded the company- will remain presidents. “At Benefit our mission is simple: Laughter is the Best Cosmetic! From our instant beauty solutions to laugh-out-loud packaging we are a strong global brand with quality products and services that remain connected to our unique DNA. Our Benebabes from around the world inspire us to push the envelope on innovation- to take risks- and to live boldly” per CEO Christie Fleischer on the official website.

In 2001 Benefit launched bath and boudoir line “Bathina”. The brand opened its first “Brow Bar” — a boutique specialising in brow shaping — in 2003 at Macy’s Union Square San Francisco. In 2008 Jean’s daughters Maggie and Annie joined the company and focused on developing the home shopping network and opening stores worldwide. Their efforts didn’t go unrecognised. On 21 April 2012 Benefit Cosmetics won Guinness World Record for accomplishing the most eyebrow waxes performed in eight hours by a team — three hundred and eighty two eyebrow waxes! The brand continued its upward trajectory. Benefit Cosmetic’s “Hoola Matte Bronzer” was named the best beauty product by Nylon in 2014.. the most sold bronzer in Britain and best-selling bronzer in the United States. That year Benefit’s “They’re Real” mascara received Reader’s Choice Award of Best Mascara in department stores by Allure.

In 2019 Benefit Cosmetics named former Netflix executive Christie Fleischer its CEO. While most cosmetic brands enter every category from lips and eyes to skincare and wellness.. Benefit narrowed its focus on brows- mascara and cheeks though it offers a limited selection of products outside its core categories. Today its success can be attributed to the effectiveness of its products and its extensive retail distribution of multi-brand retailers.. department stores.. airport vending machines.. and its own physical and e-stores. And locations in fifty-nine countries across five continents with more than three thousand Brow Bars and eighty-five Boutiques.

Mission Statement

“Laughter is the best cosmetic. We’re not only in the makeup business…we’re in the feel-good business. When we are laughing and having fun, that’s when we are at our most beautiful.”

Benefit Cosmetics’ mission is rooted in the belief that true beauty stems from a place of joy and self-assurance. Embracing the idea that “laughter is the best cosmetic,” the beauty brand focuses on creating an experience that goes beyond mere make-up application. Their goal is to uplift and energize their customers, fostering an environment where fun and positivity are central to the beauty process. By integrating humor, creativity, and playfulness into their products and services, Benefit Cosmetics aims to enhance not just the appearance but also the inner spirit of their consumers.

At the heart of their mission is the commitment to being more than just a beauty brand; they aspire to be a source of happiness and confidence. Benefit Cosmetics believes that when individuals are enjoying themselves and feeling good, their natural beauty shines through. This philosophy drives their approach to both product development and customer interactions, ensuring that each experience with the brand is infused with joy and a sense of well-being. By focusing on creating feel-good moments, Benefit Cosmetics helps customers feel more beautiful and empowered, both inside and out.

Vision

Beauty brand Benefit Cosmetics LCC was built on the belief that, above all else, beauty should be fun and make you feel good. Every product and service the brand introduces is designed with this principle in mind, aiming to surprise and delight their customers. By focusing on creating joyful experiences and inspiring consumers to embrace their individuality, Benefit Cosmetics transforms everyday beauty routines into moments of celebration and self-discovery.

At the heart of Benefit’s approach is a commitment to innovation and problem-solving. While their brand emphasizes fun and excitement, the team behind Benefit Cosmetics is dedicated to delivering practical and effective solutions to beauty needs. They combine creativity with a serious focus on addressing customer desires, ensuring that each product not only adds a touch of joy but also meets high standards of performance and quality. This blend of playful innovation and serious efficacy defines Benefit Cosmetics as a brand that both entertains and empowers its users.

Key Team

Christie Fleischer, CEO

Products and Services

Benefit Cosmetics offers a diverse portfolio of products designed to satisfy different beauty needs, with a particular emphasis on enhancing the brows. Their product lineup includes specialized brow products such as pencils, gels, and powders that help shape and define eyebrows for a flawless finish. Additionally, the beauty brand provides othe cosmetics, including concealers for flawless coverage, primers to create a smooth base, lipsticks, mascaras, blush and bronzers to achieve a sun-kissed glow. Each product is crafted to deliver high performance and exceptional results, ensuring that customers can achieve their desired look with ease.

Benefit Cosmetics also provides a suite of professional services aimed at perfecting brows and enhancing overall appearance. Their services include precise waxing and tweezing to shape eyebrows, tinting to add color and depth, and other tailored treatments to ensure brows are perfectly groomed. These services complement their product range, offering customers a comprehensive beauty experience that combines both at-home and in-salon solutions. By integrating innovative products with expert services, Benefit Cosmetics ensures a complete and satisfying approach to achieving and maintaining beautiful, well-defined brows and an enhanced overall look.

Awards and Recognition

Benefit Cosmetics has earned widespread acclaim for its innovative products and dedication to empowering individuals through beauty. Renowned for its playful branding and high-performance formulas, the brand has garnered numerous industry accolades over the years. It has received recognition from prestigious beauty awards such as Allure’s Best of Beauty, Glamour Beauty Awards, and Cosmopolitan Beauty Awards for products like their iconic “They’re Real! Mascara” and “Hoola Bronzer.” These accolades highlight the beauty brand’s commitment to quality and its ability to set trends in the competitive beauty landscape. The consistent praise from both experts and customers alike cements Benefit Cosmetics as a leading name in the beauty industry.

In addition to product-specific awards, Benefit Cosmetics has also been celebrated for its philanthropic efforts and corporate initiatives. Its ‘Bold is Beautiful’ campaign, which supports charities focused on empowering women and girls, has received international recognition for its social impact. The brand has also been featured in multiple publications for its unique marketing approach and creative packaging, further showcasing its influence in redefining the beauty retail experience. These accolades and honors underline Benefit Cosmetics’ dual mission of creating innovative beauty solutions while making a positive impact on the global community.

References