The Beginning of Benefit Cosmetics

It all began in the mid 70s, when two identical twin sisters Jean and Jane Ford, born in a small town in the U.S. state of Indiana, having hoarded a little money doing television commercials, decided to found in 1976 the "The Face Place" a small makeup store, with a "candy store" atmosphere, located in the Californian city of San Francisco. The sisters' passion for makeup mixed with originality and creativity, and a sensible dose of humor (they used to say "Who says makeup has to be serious to be good?"), transformed the little shop into a true paradise for makeup lovers.