Since the opening of its first makeup shop in San Francisco in the 1970s, Benefit has playfully shown that laughter is the best cosmetic.

Founded by twin sisters Jean and Jane Ford, Benefit enjoys a resolutely unique status in the realm of cosmetics brands. The relevance and effectiveness of its products, its creative packaging and bespoke services have enabled the House to win over a community of women for whom taking care of themselves goes hand in hand with good humor.

In addition to cult products and bestsellers, new items regularly enrich the House’s repertoire of indispensable products. Always faithful to Benefit’s quirky and innovative positioning, these products enhance the daily lives of the numerous users.

Since their official launch in South Africa in July 2015, Benefit is currently available at selected Edgars and Edgars Beauty stores.