Beauty brand BeneFit has long made its name creating cult classic, one-off products that are focused on problem-solving, are easy to use, and are perfectly packaged with a vintage flair. Think BeneTint or Erase Paste.
Obviously the brand hasn’t lost its signature playfulness, but it’s interesting to see what happens as it turns (at least partially) from its fix-it focus to creating stand-alone fragrance and makeup collections.
This recent shift is probably due in part to recent additions to the staff: Co-founder Jean Ford’s twenty-something daughters Maggie and Annie became full-time employees last year and are making their voices heard.
It was the girls' idea to do the company's first fragrance collection: Crescent Row. Launching in July, the three fragrances are inspired by a trip the sisters took to Bath’s famed Royal Crescent neighborhood. There’s the woody floral Laugh With Me Lee Lee, the oriental floral Something About Sofia and the woody oriental My Place Or Yours Gina. They smell great and the packaging is still very BeneFit.
What do you think about beloved beauty companies shifting their focus?