Behind Door 4: Benefit Cosmetics
Win Benefit Cosmetics Christmas Gift Sets worth £115
In a playful pop of colour for the PBL trade beauty advent calendar, for day 4, Benefit Cosmetics is offering the chance to win two of its festive favourites: the Glam of Life and Glam-a-grams Christmas sets.
Benefit Cosmetics has never really played by beauty’s rules. Born in San Francisco in 1976 as a tiny boutique called The Face Place, the brand was founded by twin sisters Jean and Jane Ford, who swapped the industry’s po-faced glamour for tongue-in-cheek names, retro packaging and instant-fix solutions. Their now-iconic Benetint – originally mixed for an exotic dancer who wanted a rosy tint – set the tone for everything that followed: problem-solving formulas wrapped in humour, underpinned by a serious understanding of what makes makeup wearable and flattering in real life. Today, as part of the LVMH portfolio, Benefit is a global player with counters and boutiques across the world, but it has kept that San Francisco sense of fun baked into its DNA.
If there is one area where Benefit has truly rewritten the script, it is brows. From opening its first dedicated Brow Bar in Macy’s Union Square to holding a Guinness World Record for the most eyebrow waxes done in eight hours, the brand has built an entire universe around shaping, tinting and lifting the eye area, and now calls itself the number one brow brand worldwide. Alongside its brow empire sit era-defining launches like The POREfessional, BADgal BANG! and They’re Real!, which have helped cement Benefit as a go-to for easy, high-impact results that photograph beautifully but stay approachable enough for everyday use. Add in its Bold is Beautiful philanthropy project, which has raised tens of millions for charities supporting women and girls, and Benefit stands as a rare mix of prestige, playfulness and purpose in the crowded global beauty landscape.
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