Seeing the benefits

Benefit Cosmetics has been going from strength to strength thanks to its continual development to suit the needs of its target demographic

Benefit continues to increase in popularity since its inception nearly 40 years ago. This year the brand rolled out some novel retail ideas, as Chris McLeod reports

Benefit Cosmetics was founded by twin sisters Jean and Jane Ford in 1976 in San Francisco, US, as a beauty boutique specialising in quick-fix products for beauty dilemmas. Since then, buyers of the brand’s catalogue of products have seen it build in volume while simultaneously honing its consumer demographic through a marked style and with notable substance.

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