Benefit was born in 1976 as a trailblazing beauty brand in the heart of San Francisco. Originally called The Face Place, Benefit was founded by Jean & Jane Ford, twin sisters with a knack for breaking rules and a love for all things beauty. The brand was built to shake up the status quo and redefine beauty as whatever makes you feel good. 
 
The relentlessly innovative, never-say-never spirit of Benefit's founders is why Benefit is now the #1 brow brand worldwide*, operating under leading luxury products group Louis Vuitton Moet Hennessy in over 50 countries with more than 3,200 locations. 
  
Customers around the world have loved Benefit products for almost 50 years, but as of late, many were unaware of the brand behind the bestsellers. Benefit had the opportunity to define its ethos as a brand, strengthen its brand expression, and build its brand awareness to stake its claim in an increasingly competitive beauty landscape and show up more consistently across the globe. 
 
Enter Wolff Olins. We partnered with Benefit’s creative and executive leadership team to clarify and define the true spirit of the brand and reflect who Benefit is at the core – a brand that believes beauty should lift people up, not bring them down.
 
Together, we landed on a purpose that had always been at the heart of Benefit: to Ignite Joy. 

Ignite Joy

As we began to develop Benefit’s parent brand, ‘Ignite Joy’ drove us to take creative inspiration from the playful irreverence of the legendary Memphis Group. We took the best of Benefit’s existing visual identity and modernised it for new contexts.  
 
This refreshed identity addresses the duality of the Benefit brand, finding the right balance between its world-class innovation and playful, fun-loving personality.
 
The logo can now abbreviate, reshuffle, and even wink. Pink is now more than a colour swatch – it has presence and attitude. The new graphic language is cheeky – literally. Inspired by Benefit’s origins as The Face Place and as a nod to the brand’s twin founders, its graphic shapes make up an endlessly adaptable set of cheeks, eyes, brows, and lips to configure a face. 
 
We honed the brand’s voice, so Benefit could more confidently own its expertise and quirky sense of humour. Together we defined the verbal identity as the Fun-Loving Beauty Genius who talks to people like they’ve known them for ages, enthusiastically shares their knowledge, and keeps things playful.  

Feel-good Beauty

This system equips the parent brand with a vibrant and authentic ‘Beneverse’, made for igniting joy at every touchpoint – from rich campaigns to expressive in-store and online experiences, to identifiable packaging designs that stand out in a uniquely Benefit way. It helps Benefit deliver on its promise to create radically feel-good beauty with inventive solutions that pack a punch and serve a smile. And it has renewed Benefit’s trailblazing spirit to move forward as one cohesive brand that ignites joy around the globe.  

Because Benefit stands for feel-good beauty, and feeling good is always a good look.  

_{*Based on estimated total global prestige brow product retail sales January – December 2024}