Benefit was founded in 1976 by the late twins Jean and Jane Ford in San Francisco.
Their first product was a rose coloured ‘nipple stain’ called Rose Tint, which today is called Benetint and remains a top seller.
In 1999 they sold the majority of Benefit to LVMH but stayed with the company until 2012 when LVMH bought the remaining share.
Benefit was the brand that brought brow waxing out of the back room and into the front of the shop, and eventually became the number one brow brand worldwide.
The brand’s latest launch taps into the popularity of brow lamination, and how it has become popular in recent years as people have started trying to replicate the look at home.
Benefit Fluff Up Brow Wax is a clear, creamy flex-wax that creates fluffy, feathered and texturised-looking brows.
The product is used by brushing wax through brows using upward strokes to fluff up and texturise.
To pump up the fluff, gently comb brow hair against the direction of natural growth, then, brush brows into desired shape.
To celebrate the launch, Benefit held a Fluffy Pink Palace Party at The Island complete with a DJ, cocktails and drag queens.
Samantha Tonkin, Benefit National Brow Artist and Beauty Expert, spoke about the benefits of the waterproof product including its natural matte finish and 12-hour longwear.
Images from the launch event below.
