New Identity for Benefit Cosmetics by Wolff Olins

(Est. 1976, originally as Face Place until 1990) “Benefit Cosmetics is a manufacturer of cosmetics founded and headquartered in San Francisco, California. It is a subsidiary of LVMH Moët Hennessy Louis Vuitton. Benefit was founded by the twin sisters Jean and Jane Ford. Born in Indiana, they attended Indiana University before moving to San Francisco. In 1976, the twins opened a beauty boutique named “The Face Place” in San Francisco’s Mission District. The Fords then focused on department store distribution and renamed the company Benefit Cosmetics in 1990. 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. LVMH acquired Benefit Cosmetics on