Know Your Brands: Benefit

Who: Benefit

When: It all started in 1976 when the Ford twins founded a beauty boutique in San Francisco.

Where: The award-winning products can now be found in over 2,000 counters worldwide.

What: Delivering fixes for the peskiest beauty dramas, Benefit’s products appeal to our inner glamour pusses—resolutely feminine, they combine retro packaging with tongue-in-cheek names. A winning recipe that has inspired many other brands.

Star products: benetint, BADgal, boi-ing