BENEFIT COSMETICS

American brand Benefit began life when identical twins Jean and Jane Ford opened a small beauty boutique in San Francisco back in 1976. Their whole approach was one of fun with kitsch packaging and quirkily named products that were an escape from other cosmetics brands of the time. Their ethos- 'who says make-up has to be serious to be good?'- proved to be popular with the public and the company grew and grew.