Benefit Cosmetics is making a play to dominate the prestige complexion category with a new foundation that utilises the pore-smoothing technology in its popular Porefessional Primer.
The LVMH-owned make-up brand is launching 40 shade-strong Porefessional Foundation – a medium-to-full coverage matte complexion product which merges its cross-polymer pore-blurring primer technology with an 84% skin care ingredient-infused foundation formula.
The hybrid product is Benefit’s only present offering in the foundation category, having previously made a play with now discontinued products cream-based Play Sticks and brightening Hello Happy.
Expanding its most successful pore-focused Porefessional franchise makes business sense as one Benefit Porefessional product is sold every eight seconds globally.
The most recent additions to the Porefessional line-up – Matte Primer and Power Powder (launched summer 2024) – have also delivered consistent growth for the make-up brand, highlighting the strength of the franchise.
“Over time, the Porefessional franchise has grown into a trusted global go-to for pore solutions,” Chelsea Evans, SVP Global Strategy at Benefit Cosmetics, told Cosmetics Business.
“So, when we looked at what was next, expanding into complexion felt like a natural next step.
“But, more importantly, it felt like the right thing to do for our customers – meeting them where they are and delivering a foundation that not only perfects the skin instantly, but also works hard to visibly improve texture and pores over time.
“Long term, our goal is to become the undisputed authority for pore solutions and the number one pore brand globally, just as we have done in the
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