It all started with a rose-tinted potion to colour exotic dancers’ areolae.
Thirty-eight years later, a Benefit Cosmetics Benetint cheek and lip stain is snapped up somewhere in the world every 60 seconds and the company, renowned for its quirky packaging and whimsical attitude, is growing exponentially.
Twins Jane and Jean Ford started the company in San Francisco in 1976 after a stint modelling in New York. They felt they could empower women through their products. Their motto “Laughter is the best cosmetic, so grin and wear it” is still chanted at every Benefit counter around the world.
The baton for cheering on the company has now been passed to Jean’s daughter, Annie Ford Danielson. She and her sister Maggie are the brand’s new ambassadors.
Benefit Cosmetics was acquired by luxury brands behemoth Louis Vuitton Moët Hennessy in 1999 but it still feels like a family-owned operation. Annie says the company is successful because “We really have a different approach to cosmetics”.
“We don’t study the runways or the trends. We talk to our customers, who are women, and ask them what are their biggest beauty dilemmas. We bring out new products after that,” she says.
“We are all about instant beauty products that solve problems. I think that has really resonated with women all over the world.”
Danielson, whose recent work trip to Australia was solo because her sister is having a baby, joined the company in 2008. She credits her aunt and mum as visionaries but not strategic businesswomen.
“What they wanted was to have fun and make women feel good about themselves.
“Benefit is truly who they are,” she says. “Beauty is almost an unachievable thing that we all want to have. We want to achieve the looks of beautiful models and actresses. However, we are also working and have kids and only have 10 minutes to get ready.”
Danielson says today’s busy women find it hard to meet these expectations. That is why, she says, “At Benefit Cosmetics we do not have an actress or model as a spokesperson”.
“Benefit allows you to accentuate what you have, to make the best version that you can be of yourself and to do it in 10 minutes,” she says. “There is no overextended promise, and women find this refreshing.”
Danielson, who learned her best beauty tip by watching her aunt and mum get dolled-up in their backyard with just a lipstick, is strikingly similar to them – towering and alluring, with the family’s trademark dark hair, warm smile and deep sensuous eyes.
“Within seconds, they would transform themselves, dabbing their lips, eyes and cheeks with just a tube of lipstick,” she says.
The best advice Danielson says she has picked up is about breaking rules. “If you mess up your eyeliner, do not cry about it, just take it off and put it back on – it doesn’t matter, it is make-up and it should be fun.”
Here are Danielson’s must-have products. “As we say at Benefit, we play well with others.”
Shu Uemura Anti-Oxi Cleansing Oil (450ml, $102)
“I absolutely love it. I have really dry skin and, with travel and make-up, this feels wonderful on my skin.”
La Mer The Eye Concentrate (15ml, $270)
“My favourite eye cream in the world. I love the Benefit eye cream for the day but this just helps if you have dry skin and you want to see an unbelievable difference.”
Benefit “Hello Flawless!” Liquid Oxygen WOW Foundation ($55)
“I swear by this foundation. It really hydrates and brightens the skin and, being a thin formula, it easily allows you to build if you want fuller coverage. It has SPF and is super hydrating and does not settle into fine lines.”
Benefit Fakeup ($35)
“I am completely obsessed with this product. The hydrating ring with concealer in Fakeup makes application and touch-ups a dream.”
Benefit Gimme Brow ($32)
“This is one of my ‘desert island products’. It works in about three seconds and is a tinted gel that has little microfibres in it. So, if your brows are looking sparse, it gives you more volume and natural definition. I love that it is long wearing. A full, groomed brow really makes you look younger.”
Benefit They’re Real! Mascara ($38)
“It is the only mascara I use because I have never seen a mascara give more dramatic results and it lasts so well. It doesn’t flake or smudge. You never need to reapply throughout the day.”
Benefit Hoola ($51)
“I love, love Hoola. I set my foundation with it every day and douse my whole body in it. It really warms the skin, with no red, orange or any shimmer.”
Stockists »
Benefit Cosmetics | Myer
Shu Uemura & La Mer | David Jones
