We are Benefit Cosmetics, the indie beauty brand-turned-prestige powerhouse under leading luxury products group Louis Vuitton Moet Hennessy. Benefit was founded in 1976 by twins Jean & Jane Ford in San Francisco, and we have been making our own rules, shaking up the status quo, and serving up inventive beauty solutions with a side of laughter & fun ever since. Today, we are in 59 countries with more than 3,000 BrowBars & 5,000 trained beauty service experts worldwide.
Benefit was built on the belief that, above all else, beauty should be fun and make you feel good. Every new beauty product or service we dream up is about igniting joy—to surprise & delight you, to inspire you to be fearless, to invite you in on the fun.
And while it IS always about fun at Benefit, our team of innovators behind the brand are serious about creating unexpected answers to unmet beauty needs. Fueled by the rule-breaking spirit of our founders, Benefit revolutionized beauty products & services, providing uncomplicated solutions with a creative twist that always pack a punch. Benefit was the brand that brought brow waxing out of the back room & into the front of the shop, and eventually we became the No. 1 brow brand worldwide*. We are also true pore experts, selling one POREfessional pore primer every 12 seconds in 2020**, and we lead in lashes as the No. 1 prestige mascara brand in the US & UK***. As you can see, Benefit is the ultimate beauty destination for products, services and a daily dose of feelgood vibes.
So, whether you want a beauty solution you can trust or just need a good laugh, Benefit has your brows AND your back. Because feeling good is always a good look.
*Source: Based on estimated total global prestige brow product retail sales, January 2019 – December 2020
**Source: Benefit Cosmetics based on units sold globally, YTD 2020
***Source: The NPD Group, Inc./ BeautyTrends®, US & UK Prestige Beauty Total Department Specialty, Makeup Dollar Sale
Founded in 2008 with the introduction of our award-winning HD Brows treatment, we transformed the way brows were treated. Now recognised as the UK’s #1 brow brand with over 7,000 stylists across the UK offering our treatment, what makes us so different is the unique way we approach designing and shaping eyebrows - assessing face shape and colouring before crafting a tailored brow exclusively to the wearer.
But we’re not just experts in brows. Our HD Brows make up collection features 81 premium beauty products for brows, eyes, skins and lips - we like to call it a capsule collection for red carpet glamour. Retailed through over 250 approved stockists across the UK, it is also available to purchase at hdbrows.com and features must-have products consistently spotted in beauty editor and celeb make up bags such as our Eye&Brow Palette and Fluid Foundation.
Discover more about training, our online shop, salon finder and blog here: www.hdbrows.com