May 30, 2019

Behind The Brand is our franchise that features the collections, ethos, and stories of brands included in the Box of Style. 


Benefit Cosmetics is like the makeup equivalent of a best friend. Established in 1976, the beauty juggernaut is a reliable constant in our cosmetics bag, implementing timeless beauty while spearheading groundbreaking trends, too. Case in point: Benefit single-handedly revolutionized brows with their expansive collection of statement gel and wands. In particular, we love Benefit's 24-Hour Brow Setter, a cult beauty item beloved by women the world over, and we're excited to share it with our Summer 2019 Box of Style subscribers. If you don't know, now you know. 


Box of Style: How did your brand come into existence? 


Benefit: Benefit was founded in 1976 by twin sisters Jean and Jane Ford on the idea that “laughter is the best cosmetic,” and more than 40 years later, that philosophy is still at the heart of everything we do. The sisters opened their first counter in the Mission District in San Francisco where it quickly became an instant beauty hotspot for beauty talk and brow waxing, much like Benefit still is today!


Box of Style: What is the inspiration behind your brow shaper? Why did you want to make it?


Benefit: No one likes pesky, unruly brows, so we created our 24-Hour Brow Setter to help tame and hold brow hairs in shape while locking on makeup so your brows don’t pull a disappearing act. The custom-molded, dual-sided wand coats hairs from root to tip and the flake-free formula is easy to apply and quick to dry. This invisible brow gel has a strong yet flexible hold that delivers 24 hours of arch perfection!


Box of Style: What about your brand is unique/most exciting to you and why?


Benefit: Benefit is unique because our brand has so much soul. It was founded by entrepreneurial twin sisters in 1976 who broke all the traditional rules of beauty and business to make magic happen. Their spirit of creativity, strength and female empowerment still informs everything we do, now more than 40 years later. We stand for more than just makeup - we stand for empowering people to live their fullest, healthiest and happiest lives.


Box of Style: What is the number one thing about your products/brand that you would like prospective customers to know? 


Benefit: 24-Hour Brow Setter can be worn alone for a soft, natural look, or over any of Benefit’s other brow products like Precisely, My Brow Pencil or Goof Proof Brow Pencil for a more bold, dramatic look. Benefit is known for fun, instant beauty solutions and doing your brows should be easy, which is why all you need is a swipe or two of our 24-Hour Brow Setter to get the brows of your dreams.


Box of Style: Why are you excited to be a part of Box of Style? What are your favorite features of the service? 


Benefit: It’s a dream to be part of Rachel’s world! She is a style icon, so we’re honored to be in the mix. This box is all about treating yourself and feeling good - and that’s definitely something we can get behind!


Box of Style: What is next for your brand?


Benefit: We are constantly innovating and experimenting here at Benefit, and working hard to bring blue-sky ideas to life to surprise and delight our customers. Just in time for summer, we’re launching a new medium-coverage, satin finish foundation called Hello Happy Flawless Brightening Foundation. This multi-tasking formula is unlike anything on the market, containing a unique blend of Photochromic Pigments that instantly adapt to any light to brighten skin, just like light-adjusting sunglasses where the lenses gradually darken in bright lighting and lighten in dim lighting. The formula also contains Hyaluronic Acid to attract moisture to the skin’s surface and Flower Acids to help boost skin’s radiance, revealing a brighter you. We also just launched a new colorway of our cult-classic BADgal BANG! Mascara. Our new BADgal BANG! Brightening Blue Volumizing Mascara is perfect for adding a splash of color to your summer look.