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In 1989, the Face Place product catalog was developed. The Fords then focused on department store distribution and renamed the company Benefit Cosmetics in 1990. [5] In 1991, Benefit opened its first U.S. department store in Henri Bendel, located in New York City. In 1997, Benefit went international with its expansion into Harrods in London.
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Benefit Cosmetics is investing in influencer-led virtual events in lieu of the buzzy — and expensive — in-person ones it is known to host. The cosmetics company is said to have spent $500,000 ...
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[7] [11] The company is an official online stockist of Dermalogica, ghd, Clarisonic, Lancôme, Benefit Cosmetics, Aesop and Kérastase. [12] The company's Findation service, which compares 22,000 foundations to find the best match, had 1.5 million users, as of 2015. [13] In 2016, the company began expanding into China.
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