How Benefit Cosmetics Reflects San Francisco's Creative, Inclusive, And Bold Spirit

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Daringly playful, thoughtfully inclusive, and creatively chic, Benefit Cosmetics is unequivocally San Francisco. From humble beginnings in the Mission District, to powerfully now with over 3,000 Brow Bars and 85 Boutiques among 59 countries, Benefit is a brilliant global trailblazer for ethical, natural, and high-quality beauty products consistently endorsed and fashionably adorned by celebrities worldwide.

Whether it's their lusciously vivid Benetints, their ingenious Brow Wax and POREfessional face primers, or admirable empowerment and equality campaigns, Benefit always keeps a fabulously vigilant finger on the pulse of all of the latest beauty, social justice, and social media movements and trends all thanks to their tight-knit team led by the visionary founders Jean and Jane Ford's own daughters and nieces.

See also: 6 Local Makeup & Skincare Brands Perfect For Glamming Up For Pride Month And Summer

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Benefit is truly a family affair, upholding a strong sense of community and genuine altruism in all of their approachably casual and judgment-free storefronts and Brow Bars. Whether you're new or returning, skillfully personalized care is what you'll receive from this storied company, and it is this sedulous devotion and joyful positivity along with their innovative precision that is translated into Benefit's cutting-edge products and grassroots charity initiatives.

We had the grand chance to speak with Benefit’s Director of Brand Outreach & Brand Ambassador Maggie Ford Danielson on just exactly how Benefit creatively keeps up with modern trends, how they have blossomed such a welcoming and trusted reputation, and of course, how their identity reverberates the adventurous spirit of San Francisco.

Hi Maggie, it's great to meet you! With Benefit's legacy all originating right here in our city, we'd love to first know- how exactly does the company embody San Francisco's specific culture and pivotal history?

When the first Benefit boutique opened in San Francisco in 1976, it embodied the buzzing, fun and diverse nature of the city’s Mission District. It became an instant beauty hotspot for blazing beauty advice and brow waxing, much like it is today. The city opens itself to so many cultures and identities and so does Benefit.

Our boutiques are meant for everyone, of all cultures and walks of life, whether you’re new to the beauty space or a seasoned pro. And of course, all while having fun!

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That is so heartwarming to hear. With such inclusivity, what else do you want first-time customers of Benefit to know about the atmosphere, service, etc.?

When a first-time customer walks into a Benefit boutique, we want them to feel like they are welcomed, comfortable and encouraged to explore any new beauty services or trends that they might be interested in trying out. Whether they are getting their brows waxed for the very first time or wanting to try a new look like brow lamination, our customers can trust that our aestheticians are the best in class in beauty services and solutions. The Benefit atmosphere is also lively, fun and free, where you don’t need to feel bound to one specific beauty look or norm.

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What are your favorite aspects about Benefit as a company?

Benefit is a very dynamic place. We are a brand that has been around for decades, but we are constantly in a state of evolution so it’s never boring. Beauty is a very fast-paced industry, so you either grow or you stagnate and instead of leaning heavily on our past, we pay homage to it but we also look full speed ahead at the future.

I also love that our core products are products that are essentials, instead of trend products. No matter what your “look”, a good brow pencil, a great mascara...those are always necessary.

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What are some of your most rewarding moments in your position?

I’ve had the honor of working at Benefit for 14 years and I can say that the people are the most rewarding. Both our customers and employees. We bring happiness and a sense of play to people’s lives and that’s been an amazing thing to be a part of.

Lastly, we have to know, what are some of your favorite products?

My personal favorites are BADgal BANG! Mascara and Precisely My Brow Pencil!

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Thank you so much for your thoughtful answers, Maggie. We can't wait to see what Benefit beautifully has in store for us next!

Benefit is as bold and contemporary as they are reverent to their roots, and cutting-edge as they are comforting. While Benefit continues to be spotted dazzling on red carpets around the world, we can have some local pride knowing that their stunning legacy all gorgeously flourished right here in San Francisco.

You can browse all of their new and beloved products, as well as find a store or Brow Bar nearest you on their site.

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This interview has been edited and condensed.