Benefit Cosmetics was founded in 1976 by Jean & Jane Ford who moved to San Francisco to take on a totally NEW approach to beauty. Guided by their mantra “makeup doesn’t have to be serious to look good,” this dynamic duo believed laughter is the best cosmetic. Over 40 years later, Benefit products are sold in 56 countries around the world, and Benefit has become the global #1 Brow brand and the UK’s #1 Mascara, Primer, Bronzer and Set brand.