It’s interesting to me how people say they are “bored” of a brand. Like benefit is the type of brand that doesn’t have new “exciting” launches all the time. But if anything as a consumer I think it’s a good thing they’re not promoting overconsumption just because. They sell their staple products well and they’re fine doing that. You want the beauty industry to be sustainable, that means fewer new launches.
Yeah, that’s true, but you also need to keep your brand alive releasing exciting stuff at least once a year, and maybe keeping up with some trends. Look at MAC for example, they refused to change, and refused to release anything other than their usual stuff during the 2010s, and look where they are now. I mean, they took literal years to release a matte liquid lipstick, when those were literally everywhere. Yes, they have good staple products, but they have sort of fallen off, and before the squirt sticks, I literally didn’t know anyone who bought MAC other than my grandma lol
@@sof7068 yeah I see your point as well. Thoughtful new launches should be done to keep interest in the brand. I get your point about mac altho I have a lot of friends who still buy Mac face and body it’s very widely popular. As well as the powder kiss lipsticks and lip liners. And me and my friends are in our early twenties
@@sof7068I actually don’t agree about MAC. It’s still really popular with regular consumers who don’t care about new, they just buy the same things over and over. I’ve used their Fix +, Painterly Paint Pot and several lipsticks for years. It’s also extremely popular around the world. More consumers are creatures of habit and when they find something that works, they stick with it. Maybe they’re not attracting the younger set or people who follow beauty content but way more people know MAC than newer, hyped up brands online. Don’t underestimate the buying power of Millenials and Gen X who don’t buy based off of what’s trendy and MAC doesn’t discontinue often so have a a consistent, large selection for all ages and skin tones.
@@sof7068 I think that differs per region. Where I live MAC was never dead. If anything, the first brand you see when you enter Douglas in the Netherlands (a cosmetics store like Sephora) is always MAC. Their lipsticks are still loved by many 🤷♀Some brands can do perfectly fine with staples and I agree we shouldnt promote overconsumption anyways.
I agree. I like buying from brands that consistent in their inventory and don't overwhelm me with new all the time. I say that knowing Benefit also discontinued my two favorite foundations that I have yet to dupe 😢 i also own 4 mac blushes, because they just get it right.
As someone from the EU, yes it is accessible but it's so expensive even for EU standards. The products are nice though, but really, almost 40 EUR for a small powder highlighter? If only they have sales in EU as often as they do in the USA. At least in the US, they can purchase Benefit for very cheap once it becomes available at Marshalls or TJ Max.
I have the same take on MAC, the beauty community dunks on it but where I live, it’s pretty much just MAC and Estée Lauder owned brands at major retailors. MAC even has it’s own store in our malls and is the only makeup focused store there (there are skincare and beauty stores but they usually sell makeup secondarily).
People mistake a brand being exciting with pumping new products out left and right to keep up with trends. I like that Benefit is not a fast beauty brand and doesn't encourage their customers to blindly buy things they don't even need.
I actually weirdly want to buy from them after this video. To hear that it is still owned by the family is very cool and I want to support a brand that promotes their products for the average consumer rather than for the consumers who buy based on trends in social media.
The moment a brand totes a crapton of '___-free', '__-safe', 'no ___' I lose interest already because a lot of money went more to accreditations than making the product itself. And you know how many companies shot themselves in the foot and alienated a lot of their loyalists by botching formulas to chase trends.
A benefit (heh) of being a boring brand is you can fall in love with a product they have and can reasonably expect the product to stick around. I would never try a foundation from a more trendy brand, as (at least in my perception) those products tend to get discontinued and then you have to go through the annoying process of finding a new daily foundation.
I went cruelty-free a couple years ago. I'd been wearing the same Maybelline foundation for years. Finding a new one has been so annoying. I finally went back to my "roots" and am settled on one from Cover Girl. I did learn a lot of new (to me) brands but am happy to have foundation set again.
I worked for benefit in the early 2000s, those twins were nuts. They were like a real life version of the women in the old British tv show Absolutely Fabulous
I am not too interested in Benefit anymore but between the years of 2000-2005, I lived in San Francisco and being born and raised in the bay area, Benefit will always have a soft spot in my heart. One of the twins routinely came to the salon that my best friend worked at so she had a lot of interactions with her. There was a definite sense of pride having those SF ties to a company that was really up and coming back then. Many of my aesthetician friends got their start at Benefit. It was an era for sure and it was exciting to casually see the twins out and about ❤.
Benefit, MAC, Urban Decay and a few others were trendy when I was a young lady in the 90’s. We didn’t want to use our mom’s makeup brands like Estée Lauder or Elizabeth Arden. Now we’re starting the same thing happening with the once trendy brands.
I don’t think Benefit is *exciting*, but they excel at making reliable staples that you can come back to year after year. When you want a brow pencil that isn’t going to play you, Benefit’s got you. If you’re a primer person they’ve got you. Their mascaras are big. But, y’all, Hula Light. It’s a staple in my makeup collection just because, in a pinch, I can make it look great if my more *elegant* products go pear shaped. There’s a lot to be said about standing ten toes down as an old reliable, staple brand, that doesn’t try to keep making new stuff that’s just for novelty’s sake (I’m looking at you, Two Faced!).
Come to think of it...That's the smartest move I've heard of business wise. Brow, mascaras and primers are the ones that people actually use up Over a few months and return to buy. These are the things bringing in recurring revenue to the brand. Why bother with things like blush and eye shadows. 😅 Edit : u took the words right out of my mouth. I typed this in midway thru the video. ❤
Benefit to me always gave the vibe of being cruelty-free, so when I went cruelty-free, I was very sad to find out they weren't! I would totally purchase from them if they were.
@numba4ondacourt Their website says that they don't test their own products on animals, which is an important distinction. If you do more digging, this tends to mean that someone else does the testing. If you look to any of the reputable third-party verifications, like Logical Harmony, none of them back up any claims about Benefit being cruelty-free.
@@kateliness2Benefit doesn't do ton of new product development which means they have very little need to do that type of animal testing. My understanding is that Benefit is available for sale in China, which means that someone tested the products before going to Chinese Market. That is why all these CZcams makeup communities favourite brands are usually unavailable outside US and Canada. The insistence on Cruelty Free certificates that you lose if exported to China limits the selection. They could export to EU, but finding international retail partners that are happy to exclude China from the possible markets won't be easy.
I do not think benefit is boring, I just feel like it's a good staple brand. They make products that ppl go though and repurchase. Their brow, mascara, primer and bronzer products are staples for a of ppl. I also have seen a lot people who love the blushes. Personally I love the brow gels and I just got the blush and bronzer duo in Hoola carmel and I love how beautiful they look and easy they blends. I'm excited for the blush/highlighter duos that are coming out. I love wearing colorful eye looks and doing my makeup is a process I love and always relaxes me and benefit is a staple in my routine.
It's so interesting that they're in their 'flop era' in the online beauty community because in the UK they're the number 1 best selling prestige makeup brand! I work on counter so we get to hear these stats. A Benefit eyebrow product sells every 2 seconds, so they're really not going anywhere anytime soon! And 1/4 women who wear mascara statistically are wearing a Benefit one 👀. Now working on counter means I also see where they need to improve- where is the cream bronzer, where is the foundation and why don't they have any eyeshadow?? So I'm not blindly saying they're the best ever, I'm just saying they sell A LOT of products. And while I find it frustrating that they have some gaps in their collection, I genuinely respect that they're less 'fast fashiony' and don't put out new products every other week. They have a core collection that genuinely does perform well and so people repurchase and repurchase. Just food for thought 😊
I agree with you 💯. Benefit blushes are my favorite and the Hoola bronzer is fantastic too. I appreciate that they don’t have a new product every week. Benefit is definitely not in their flop era.
Hard Candy back in the day was a luxury brand. Their star product was a sky blue nail polish that cost about 20$ a bottle in the 90s and it cane with a jelly ring lol
Yes! I remember seeing Hard Candy in Sephora. I remember to big buzz around them with all the nail polishes in the different colors. Urban Decay initially had an entire line of nail polishes too! I remember around the same in Sephora they also carried Chanel and a really good brand called Bourjois.
@@jackienolan9142As someone who bought those nail polishes, eyeshadows in their original manhole style tins, lipsticks in their original ammo style cartridges, my dismay of UD going from groundbreaking punk (first mass available UV changing makeup, I've encountered from them) to beige bunny pumping out every shade of Naked.🤮 They're worse than pink they're beige.
I actually really appreciate their business model and I kind of wish more beauty brands would follow a similar model. It helps build brand loyalty, be a leader in the product area they’ve mastered and in a way it also diminishes this over consumption culture that other brands are contributing to *cough Colourpop*. It also kind of reflects a little bit of life philosophy, we can’t be good at everything but we can build mastery in a few things and do them well.
Benefit is from the era of the "classics", brands like Estee Lauder, Lancome, Ysl, Clarins, etc...Those brands are less about putting out "something new" and more about building brand loyalty. There are women who are life-long Estee Lauder customers and so on. Not to mention that its the younger consumers that have this need for constant new products. Everything is short lived for them. As you get older you dont really care about that. You stick to what you like.
Yep, but it's annoying when you are a life long customer of one of those brands and all of a sudden they discontinue one of your HG products. 20 years I used a moisturiser from Estée Lauder and it doesnt exist anymore! All the brands do it, even the traditional ones! Even YSL have changed the formulation of their faux cils mascara, which I absolutely loved back in the day, now it just causes panda eyes unfortunately.i don't think any of them truly care about loyalty really.
I think what people in the beauty enthusiast community need to understand is that we are a fairly small niche market. Our tastes, needs, buying habits and attention spans are very different than the average consumer. We spend more money on average on makeup than the typical person because we love trying new things and are buying for the sake of buying, but even with the volume of cosmetics we buy, we’re not nearly as big of a revenue source for a brand as more typical beauty consumers who buy the same few products year after year. Which means that a company who has a handful of hero products is in much better shape financially than a brand whose revenue depends on maintaining excitement among the people who make and consume beauty content with the frequent releases of new products. First and foremost because we in the beauty community are fickle (how many time has a product been all the rage for 3 months and then never brought up again?) but also because it’s way more expensive for a brand to develop and market new products than it is to just keep up with the demand of a tried and true hero product. Trust me when I say that all of your favorite beauty brands of the moment would *kill* to be in Benefit’s shoes. A decades old company with billions of dollars of sales they can maintain without constantly chasing consumer interest? It’s what every fresh and upcoming beauty brand hopes to be someday.
Amen, the younger consumers of today are constantly looking for the next best thing. I can imagine the hassle that it must be to be in the makeup industry with that kind of pressure. Satisfaction is extremely short lived because everything now is about trying out the latest product. Consumerism at its finest.
@@Alex-tk7ghI mean, we had plenty of those brands when I was young too. But they have all either become “boring” (read:successful!) legacy brands that cater primarily to the mass market like MAC and Urban Decay or they have gone out of business. The same will be true for today’s hot brands. They’ll either succeed enough to become well established/boring but lucrative businesses or they will die.
You fricken nailed it! THANK YOU!!!!! (Disclaimer I haven’t watched the video yet, came for the comments first). I saw the title of this video and I was like “flop era”? No. There’s a lifecycle to every brand and product and I think solid business and steady revenue has got to be desirable. I’ve actually found myself buying less from these desperate brand releases and gravitating towards these reliable brands because I don’t have to worry about not being able to get a favourite product again. I’m honestly so exhausted with the constant releases and FOMO brands are TRYING to create with limited editions and this whole fear of things going Out of Stock. Give me reliable!!!
I worked for benefit at Macys. They have a very large following in Asia and tourists would buy hundreds of dollars worth of make up when they came to visit. Also they do “no makeup makeup” very well and that’s the average consumer 😊
In 2004, I worked at a Benefit makeup counter (they actually used to have their own counters-NOT brow bars)...I miss the Bathina beauty balm. I remember so many of their discontinued products...they used to have a pineapple face wash I loved. It takes me back. ❤
At $30/pop, I go through 3-4 Gimme Brows a year, every year. That’s $120 every year. Meanwhile, I might buy one $80 palette from a brand like Natasha Denona every 2-3 years at most. That’s how these quiet brands do well. It’s ALL about staples people use up and have to repurchase,
I agree with their strategy! As an end user, I really appreciate that they keep their staple products and don't constantly come out with new ones. Benetint, Dandelion powder, High Beam. I have been buying these for 20 years. And I have have never found mascara that I like as much. I am still sad (about 15 years later) that they discontinued their aubergine coloured mascara though.
I’ve never really shopped Benefit, but have tried several of their brow product minis b/c of gifts with purchase, etc. A couple of months ago I made an appointment at my nearby Ulta (in downtown Chicago) for an upper lip wax during their points multiplier event for beauty services. I didn’t realize it was considered a specific Benefit service, and instead of taking place in the salon at the back of the store, the Benefit rep waxed my upper lip in the Benefit makeup section right at the front of the store, in full view of the checkout line and everyone coming in and out of the store. Not to mention right in front of the giant windows facing out onto Michigan Avenue. I felt so embarrassed!
Great video! I’m Gen X and remember when Benefit was fresh and new-and I still see them as youthful and fun. I always have a Dandelion blush and Precisely My Brow pencils. I also think it’s funny that they have those vending machines in some airports. I really enjoyed this 😊
Worth doing some research on Hard Candy! Was just a nail polish line and was the COOLEST in the 90s (hence the lvmh acquiistion). If I remember correctly, they didn't start trying to create makeup until after the acquisition and started as a higher end line hence the sephora presence. It failed, and the brand closed but then sold it again and now we have walmart hard candy! The original hard candy founders (sisters) went on to create tokidoki and the (semi recently defunct) beauty brand Smith & Cult. PS dont even get me started on Bliss- one of my favourite female founder stories - she most recently founded Beauty Pie! (plus also Soap & Glory! And, randomly, Fit Flop! She is amazing.)
The f in benefit is exactly like the "forte" symbol you see in music. it means you're supposed to play (or sing) loud or strongly. No idea if that's their reasoning with it
I hope Kelly sees this comment…. Great video, I love that you go so in depth on a brand you don’t use (I stopped as well due to them not being cruelty free). BUT I was so distracted by your hair…OMG, it is SO beautiful!!! I love the “effortless” style. The colour is perfect on you, it looks so incredibly healthy and soft. ❤❤❤❤❤
Okay I love Benefit! In all my time working for Ulta, as well as just being a makeup consumer/ fan, I have continuously used and recommended Benefit for all their hero products specifically- especially brows and mascara! They have those categories on lockdown! Their blushes are also beautiful, and the new reformulated Boing concealer (the one in the squattier tube, the full coverage one) is MY concealer that I use and have repurchased. It's so good. Also, I LOVE these rise and fall videos!!!!!
omg your hair!!!! you look stunning! totally like a Model with this hair and makeup look! (eta: I was a Hair Model in my former life so I mean that in the best way!) I love this deep dive series so much:) happy Saturday to you Kelly
Loved hearing Benefit's story. I like Benefit, I have some of their products and I am interested when they launch a new one. I get the beauty community finds it boring, but I like it and they sell pretty well.
If anything, this video just cemented my respect to them. I bought their tint back in the day. Earlier this year I repurchased it, and tried another shade of the tint. I respect a brand that knows who they are and aren’t losing their self on the current trend. Good for them! Stay strong! I didn’t know a lot of this- so thank you! Great video!
I think i’ve commented before… but if the balm ever goes out of business, benefit should acquire it because the aesthetics are so similar (retro chic/quirky)
Benefit was everything to me in my early 20s around Y2K. The retro style was just my thing. I loved products like Bathina, Kitten powder, Dr. Feelgood, and their stick foundation. I graduated to luxury makeup, but still have to fight the urge to go raid the little vending machines in the airport!
Such an interesting and nostalgic video, I haven't purchased from Benefit in years as I'm cruelty free and not loyal to brands but Benefit was where I purchased my first 'proper' makeup for job interviews and working service jobs when I was a teenager. Benetint and High Beam, along with face powder was my professional makeup look that I wore for years. I think I picked Benefit because of it's fun, quirky packaging and products, they were a bit different than other department store brands and still are. The family-run, female-founded origins of the brand are also something I was aware of at the time and a big part of it's appeal too. That's so interesting and makes sense that the They're Real Mascara was huge for the company, mascara is the most repurchased item for a lot of people and apparently the makeup product that people are most often dissatisfied with. So if you can get a mascara that is well loved and repurchased multiple times a year the numbers must be astronomical. I would so love to see the breakdown for these types of things...
I have to say I love Benefits mini blushes that they recently came out with. Such good colors. And they smell nice to me too. I don't do their brow products. This was interesting to me though. ❤
I’ve been going to Benefit to get my brows done for the past 5 years. You can’t convince me to try another service or brow products! They have my EXACT brow shade, and the fact that no matter who does your brows, they turn out the same way always it’s the thing that is keeping me going there
Benefit was my go to HG brand for a decade in the 1990s and early 2000s . I had a whole face of makeup, from face tint to mascara. Even had skin care. The Big Beautiful Eyes pallet was panned at least twice by me, and I still grieve this loss to the makeup world. I have never been able to find a good replacement for the eyeshadow colors in all the years since. Still love Bad Gal, and the brow tints, and the powder blushes, but I MISS THAT PALLET.
I loved Hard Candy back in the late 90s/early 00s. It was more upscale sold in Nordstrom as well. Their packaging (especially eye shadow pallets) was superb!
I love how you pronounced Melbourne ( record brow wax location) as “Mel-BORN”, in Australia we pronounce it Mel-BIN hahaha. I love the American pronunciation 😂 Also hello from Australia xoxo ❤
Now it makes sense why everytime I get a mascara in a subscription box, it's typically a Benefit mascara. Part of their strategy, i think. I have so many of their minis. I know theyre not cruelty free, but damn. Their mascara is good. And so are their brow products. I got a sample of the brow wax and love it.
Benefit is one of the only cosmetics brand I'm loyal to because they actually have good products I can repurchase. I dont understand the beauty community sometimes, what is the point of hyping up brands like Colourpop who release a billion products a year that are all essentially the same stuff? Or when brands discontinue good products after a year or two only to introduce something worse quality-wise but make it go viral through influencers for the buzz?
Loved this video. It was so informative and interesting I really enjoyed it. And you are so great at explaining everything. So detailed. You would definitely be a good spokesperson for a brand of your choice! Excellent video as always!!❤
I first started using Benefit from walking past a counter in a Macys no brow bar at the time when I was in college. The lady showed me how to use the Watts Up Highlighter way before highlighter was a thing. I bought that, a perfume(their perfume was actually really good) and a mascara. I remember getting so many compliments on my makeup. I only use their brow products now but can’t find a pencil or clear brow gel I like better. Great video!
Benefit is interesting because when I watch CZcamsrs or influencers from places like Spain and Mexico it comes across as a very beloved brand Btw: currently wearing a benefit mascara
I actually remember Sephora selling Hard Candy in like 2006!! I saw their stuff at the Sephora on the UWS. Sephora was also selling Bourjois around that time, too! Interesting that they're both drugstore brands now!
Bourjois has always been drug store, at least in the UK. However, remember when Hard Candy wasn't and was really sought after as it wasn't easy to get here.
I loved benefit so many years ago! When I transitioned to be cruelty free the last thing I changed was my brow service haha I lived in San Francisco so it was convenient and kind of iconic. I feel like they probably continue to do well because when you come in for your brow services they always ask if you need to refill any products so I feel like they would have good brand loyalty. Because it’s not a random sales person but your same esthetician every time who values you and chats with you on a monthly basis and probably knows your style and what products you’ve purchased in the past.
I don’t think benefit gets the social media clicks. But I do notice when they have a new product come out people do talk about it, maybe short lived. Having those niches is actually a very smart move. Anyone who wears makeup will buy a new lip product or eyeshadow from any brand and maybe never repeat it. It’s the fun new items. Having a niche when it’s done well. Will always be repeated business.
Benefit is one of the brands I’m always annoyed isn’t cruelty free. Mostly because I’ve never found my “go-to” mascara, and I know benefit has so many peoples go-to mascaras. At this point I really just want reliability from my products.
This is so interesting. I actually just got back from Europe and there was a benefit store that did brows. I had no idea they had their own store and services. I was so intrigued that I had to watch.
No, they haven't fallen off, they are just specialists, like you said. Unlike Becca, whose specialty was products like highlighter you need rarely, they specialize in things that need frequent replacement. Also, I am in my 40's and graduated high school in the mid 90s. When I was a teen reading teen mags (before phones, videos, influencers), Hard Candy was a VERY it brand that the actresses were wearing and was not a drugstore brand at all. So the fact it was acquired the same time as benefit (which was also suuper hip) doesn't surprise me at all.
Ironically enough, I just bought their cookie highlighter and that’s my first benefit product in YEARS. it’s one of my favorite highlighters i’ve ever used. their cheek products are fantastic
As a makeup enthusiast, I still really love Benefit! The 24h brow gel is amazing and the hoola lite is perfect for my fair skin😍 also the new blushes in the mini packaging are chefs kiss🤩
Honestly, this video made me want to buy from Benefit more often. I did just purchase their new mini bronzer/blush duos. But I really appreciate their history and that they hold strong to the values and products that the brand stands for and is best at. They aren’t fast fashion to keep up with the unfortunate TikTok era.
I knew you were going to say Brows, mascara, and pores 😂 just from thinking of my daily routine, I use their brow products and mascaras everyday! their Badgal bang mascara is amazing!❤ I personally love that they don’t try to pump out products and stick to what they’re great at!
The EL brands need a makeover for this decade and century. Their formulas are outdated and contain many ingredients people don’t prefer these days. They appeal to the type of consumer that rebuys the same product limited times per year and has limited variety in their vanity. Packaging and scents are made to feel timeless with a daily luxury flare. They appeal to generational nostalgia. A large portion of the population alive now fits into this type of consumer-they aren’t on BeautyTube. With limited return policies of any in places outside of the U.S. a solid product is worth it.
There’s a benefit store/brow bar in my hometown in CT, and by the time I left for college, I was not in the beauty space, and thought benefit was a random boutique, and didn’t realize it was a big brand until way after I left 😂
It's interesting that pores are such a big focus, apart from the OG primers of theirs I never see new benefit pore products. Now when I think pores, I think e.l.f
I tried so many mascara from other brands like it cosmetics, cliniqe, too faced, milk etc, but i always come back to benefit mascaras (they are soo good), i repurchased also their pores primers, benetint and Hoola bronzer. Ahh.. i also repurchased their what’s up highlighter (the only highlighter i ever repurchased) they have great products actually.
Aw I have a soft spot for benefit because they reposted one of my tiktoks when I had maybe 40-50 followers? I got a boost from that plus I had a great conversation with them in dms.
I love benefit mascara-it’s still my absolute favorite, in all honesty. Perhaps I’d like others if I tried them, but I just find it to be so reliable! I also only trust my brow lady at the benefit brow bar. Everyone else has messed up my brows horrendously!
The worst part about Benefit sharing that tik tok, is that the photo that was shared was taken from Reddit in a subreddit about trichotillomania, a condition that causes people to pull out their hair, eyelashes, eyebrows, etc due to stress and anxiety. She was sharing the picture as part of her recovery from that disorder. It's pretty bad
They used to have more lip products and foundations. My memory about benefit is that they took away a lot of their products. They used to have more skincare and bodycare as well. I think they are really boring. I remember their hay day. I'm always like, "where is that thing they used to have?" I don't enjoy benefit anymore
I actually like benefit. I bought My first high end makeup product in benefit. Now i decided not to purchase expensive makeup stuff. But when i want to splurge, I will buy the eyebrow gel, and any eyebrow pencil from them. My recent purchase is the eyebrow powder
Color products are subject to trends, but you always need a solid canvas to start with, and that’s what they give you-the products to make a solid canvas. That has literally never changed. Brow SHAPE might change, but not brows being shaped in some way. The desire for fewer visible pores never changes. There has never been a time when people wanted less visible lashes. So they hit it on the head. While I don’t do anything with my own brows (I’m VERY lucky to have the brows I do), and the mascara I use is It Cosmetics’s Superhero, Benefit’s Porefessional is my ride-or-die pore product.
Thank you for this video. Benefit was one of the first high end brands I bought. I got the boing concealer. It was so good I used it exclusively for years. I love their products. I bought it at Macys.
I was actually very surprised when I read in the that Benefit was considered as failing brand. In Australia they’re one of the largest sections in Sephora and have a number of brown stands in Australian high end department stores.
I don't think Benefit is failing. Sure, they're not the most exciting brand out there. They're the reliable one. The one you can always count on for your brow product. In Canada, Benefit is readily available in the Shopper's drug mart drugstore and they have star product. I have been buying their brow powder for years - albeit under different names or packaging. If all we want is for brands to release new products, then we must not complain about fast-beauty and being bored. 🤷♀️
I'm one of those people who exclusively buy Benefit brow products. They have a shade that works perfectly for me, I like several different brow products they have, and I can consistently get them during the Ulta 21 Days of Beauty sales or in holiday sets for a really good price.
I always think of benefit for brows and face products. Bronzer, blush, highlight. I mean everyone knows Hoola and Cookie. They’re not new by any stretch but constant staples for the average consumer.
Benefit for the majority of their life here in South Africa they had no shade for the most people. Not only base makeup but their face powders like blush bronzer and highlight were not supportive of deeper skin. Its only recently did they start with colours that works for me
Is Benefit "boring"? Yes, but I think they have some really solid products. I'm actually thinking about picking up one or two of their holiday gift sets, which are really cute. I do wish they would expand their range. I miss the erase paste, and I loved their foundation stick when I was in high school.
It’s interesting to me how people say they are “bored” of a brand. Like benefit is the type of brand that doesn’t have new “exciting” launches all the time.
But if anything as a consumer I think it’s a good thing they’re not promoting overconsumption just because. They sell their staple products well and they’re fine doing that. You want the beauty industry to be sustainable, that means fewer new launches.
Yeah, that’s true, but you also need to keep your brand alive releasing exciting stuff at least once a year, and maybe keeping up with some trends.
Look at MAC for example, they refused to change, and refused to release anything other than their usual stuff during the 2010s, and look where they are now. I mean, they took literal years to release a matte liquid lipstick, when those were literally everywhere. Yes, they have good staple products, but they have sort of fallen off, and before the squirt sticks, I literally didn’t know anyone who bought MAC other than my grandma lol
@@sof7068 yeah I see your point as well. Thoughtful new launches should be done to keep interest in the brand.
I get your point about mac altho I have a lot of friends who still buy Mac face and body it’s very widely popular. As well as the powder kiss lipsticks and lip liners. And me and my friends are in our early twenties
@@sof7068I actually don’t agree about MAC. It’s still really popular with regular consumers who don’t care about new, they just buy the same things over and over. I’ve used their Fix +, Painterly Paint Pot and several lipsticks for years. It’s also extremely popular around the world. More consumers are creatures of habit and when they find something that works, they stick with it. Maybe they’re not attracting the younger set or people who follow beauty content but way more people know MAC than newer, hyped up brands online. Don’t underestimate the buying power of Millenials and Gen X who don’t buy based off of what’s trendy and MAC doesn’t discontinue often so have a a consistent, large selection for all ages and skin tones.
@@sof7068 I think that differs per region. Where I live MAC was never dead. If anything, the first brand you see when you enter Douglas in the Netherlands (a cosmetics store like Sephora) is always MAC. Their lipsticks are still loved by many 🤷♀Some brands can do perfectly fine with staples and I agree we shouldnt promote overconsumption anyways.
I agree. I like buying from brands that consistent in their inventory and don't overwhelm me with new all the time. I say that knowing Benefit also discontinued my two favorite foundations that I have yet to dupe 😢 i also own 4 mac blushes, because they just get it right.
Benefit hasn't fallen, there's just no hype around the brand in the beauty community. I can actually buy this brand in my smol country in EU.
Right??? Benefit isn't in a 'fall' their box bushes are amazing
As someone from the EU, yes it is accessible but it's so expensive even for EU standards. The products are nice though, but really, almost 40 EUR for a small powder highlighter? If only they have sales in EU as often as they do in the USA. At least in the US, they can purchase Benefit for very cheap once it becomes available at Marshalls or TJ Max.
I have the same take on MAC, the beauty community dunks on it but where I live, it’s pretty much just MAC and Estée Lauder owned brands at major retailors. MAC even has it’s own store in our malls and is the only makeup focused store there (there are skincare and beauty stores but they usually sell makeup secondarily).
People mistake a brand being exciting with pumping new products out left and right to keep up with trends. I like that Benefit is not a fast beauty brand and doesn't encourage their customers to blindly buy things they don't even need.
I actually weirdly want to buy from them after this video. To hear that it is still owned by the family is very cool and I want to support a brand that promotes their products for the average consumer rather than for the consumers who buy based on trends in social media.
The moment a brand totes a crapton of '___-free', '__-safe', 'no ___' I lose interest already because a lot of money went more to accreditations than making the product itself. And you know how many companies shot themselves in the foot and alienated a lot of their loyalists by botching formulas to chase trends.
Yeah same lol
A benefit (heh) of being a boring brand is you can fall in love with a product they have and can reasonably expect the product to stick around. I would never try a foundation from a more trendy brand, as (at least in my perception) those products tend to get discontinued and then you have to go through the annoying process of finding a new daily foundation.
I went cruelty-free a couple years ago. I'd been wearing the same Maybelline foundation for years. Finding a new one has been so annoying. I finally went back to my "roots" and am settled on one from Cover Girl. I did learn a lot of new (to me) brands but am happy to have foundation set again.
LOVE and admire the concept of NOT being Jills of all trades and masters of none.
I agree!
I worked for benefit in the early 2000s, those twins were nuts. They were like a real life version of the women in the old British tv show Absolutely Fabulous
I am not too interested in Benefit anymore but between the years of 2000-2005, I lived in San Francisco and being born and raised in the bay area, Benefit will always have a soft spot in my heart. One of the twins routinely came to the salon that my best friend worked at so she had a lot of interactions with her. There was a definite sense of pride having those SF ties to a company that was really up and coming back then. Many of my aesthetician friends got their start at Benefit. It was an era for sure and it was exciting to casually see the twins out and about ❤.
Benefit, MAC, Urban Decay and a few others were trendy when I was a young lady in the 90’s. We didn’t want to use our mom’s makeup brands like Estée Lauder or Elizabeth Arden. Now we’re starting the same thing happening with the once trendy brands.
I don’t think Benefit is *exciting*, but they excel at making reliable staples that you can come back to year after year. When you want a brow pencil that isn’t going to play you, Benefit’s got you. If you’re a primer person they’ve got you. Their mascaras are big. But, y’all, Hula Light. It’s a staple in my makeup collection just because, in a pinch, I can make it look great if my more *elegant* products go pear shaped. There’s a lot to be said about standing ten toes down as an old reliable, staple brand, that doesn’t try to keep making new stuff that’s just for novelty’s sake (I’m looking at you, Two Faced!).
The beauty community is fickle. There's a reason why Estée Lauder, Lancome, and Mac have lasted for decades if not generations
Come to think of it...That's the smartest move I've heard of business wise. Brow, mascaras and primers are the ones that people actually use up Over a few months and return to buy. These are the things bringing in recurring revenue to the brand. Why bother with things like blush and eye shadows. 😅
Edit : u took the words right out of my mouth. I typed this in midway thru the video. ❤
Benefit to me always gave the vibe of being cruelty-free, so when I went cruelty-free, I was very sad to find out they weren't! I would totally purchase from them if they were.
Their website says they are cruelty free.
@numba4ondacourt Their website says that they don't test their own products on animals, which is an important distinction. If you do more digging, this tends to mean that someone else does the testing. If you look to any of the reputable third-party verifications, like Logical Harmony, none of them back up any claims about Benefit being cruelty-free.
@@kateliness2Benefit doesn't do ton of new product development which means they have very little need to do that type of animal testing. My understanding is that Benefit is available for sale in China, which means that someone tested the products before going to Chinese Market. That is why all these CZcams makeup communities favourite brands are usually unavailable outside US and Canada. The insistence on Cruelty Free certificates that you lose if exported to China limits the selection. They could export to EU, but finding international retail partners that are happy to exclude China from the possible markets won't be easy.
I do not think benefit is boring, I just feel like it's a good staple brand. They make products that ppl go though and repurchase. Their brow, mascara, primer and bronzer products are staples for a of ppl. I also have seen a lot people who love the blushes. Personally I love the brow gels and I just got the blush and bronzer duo in Hoola carmel and I love how beautiful they look and easy they blends. I'm excited for the blush/highlighter duos that are coming out.
I love wearing colorful eye looks and doing my makeup is a process I love and always relaxes me and benefit is a staple in my routine.
It's so interesting that they're in their 'flop era' in the online beauty community because in the UK they're the number 1 best selling prestige makeup brand! I work on counter so we get to hear these stats. A Benefit eyebrow product sells every 2 seconds, so they're really not going anywhere anytime soon! And 1/4 women who wear mascara statistically are wearing a Benefit one 👀. Now working on counter means I also see where they need to improve- where is the cream bronzer, where is the foundation and why don't they have any eyeshadow?? So I'm not blindly saying they're the best ever, I'm just saying they sell A LOT of products. And while I find it frustrating that they have some gaps in their collection, I genuinely respect that they're less 'fast fashiony' and don't put out new products every other week. They have a core collection that genuinely does perform well and so people repurchase and repurchase. Just food for thought 😊
I agree with you 💯. Benefit blushes are my favorite and the Hoola bronzer is fantastic too. I appreciate that they don’t have a new product every week. Benefit is definitely not in their flop era.
Hard Candy back in the day was a luxury brand. Their star product was a sky blue nail polish that cost about 20$ a bottle in the 90s and it cane with a jelly ring lol
There was another CZcams guru who did a deep dive on them and it was great. Takes me back
That deep dive was be from Elle S
Yes! I remember seeing Hard Candy in Sephora. I remember to big buzz around them with all the nail polishes in the different colors.
Urban Decay initially had an entire line of nail polishes too!
I remember around the same in Sephora they also carried Chanel and a really good brand called Bourjois.
@@jackienolan9142As someone who bought those nail polishes, eyeshadows in their original manhole style tins, lipsticks in their original ammo style cartridges, my dismay of UD going from groundbreaking punk (first mass available UV changing makeup, I've encountered from them) to beige bunny pumping out every shade of Naked.🤮 They're worse than pink they're beige.
I actually really appreciate their business model and I kind of wish more beauty brands would follow a similar model. It helps build brand loyalty, be a leader in the product area they’ve mastered and in a way it also diminishes this over consumption culture that other brands are contributing to *cough Colourpop*.
It also kind of reflects a little bit of life philosophy, we can’t be good at everything but we can build mastery in a few things and do them well.
Benefit is from the era of the "classics", brands like Estee Lauder, Lancome, Ysl, Clarins, etc...Those brands are less about putting out "something new" and more about building brand loyalty. There are women who are life-long Estee Lauder customers and so on. Not to mention that its the younger consumers that have this need for constant new products. Everything is short lived for them. As you get older you dont really care about that. You stick to what you like.
Yep, but it's annoying when you are a life long customer of one of those brands and all of a sudden they discontinue one of your HG products. 20 years I used a moisturiser from Estée Lauder and it doesnt exist anymore! All the brands do it, even the traditional ones! Even YSL have changed the formulation of their faux cils mascara, which I absolutely loved back in the day, now it just causes panda eyes unfortunately.i don't think any of them truly care about loyalty really.
I think what people in the beauty enthusiast community need to understand is that we are a fairly small niche market. Our tastes, needs, buying habits and attention spans are very different than the average consumer. We spend more money on average on makeup than the typical person because we love trying new things and are buying for the sake of buying, but even with the volume of cosmetics we buy, we’re not nearly as big of a revenue source for a brand as more typical beauty consumers who buy the same few products year after year. Which means that a company who has a handful of hero products is in much better shape financially than a brand whose revenue depends on maintaining excitement among the people who make and consume beauty content with the frequent releases of new products. First and foremost because we in the beauty community are fickle (how many time has a product been all the rage for 3 months and then never brought up again?) but also because it’s way more expensive for a brand to develop and market new products than it is to just keep up with the demand of a tried and true hero product. Trust me when I say that all of your favorite beauty brands of the moment would *kill* to be in Benefit’s shoes. A decades old company with billions of dollars of sales they can maintain without constantly chasing consumer interest? It’s what every fresh and upcoming beauty brand hopes to be someday.
Amen, the younger consumers of today are constantly looking for the next best thing. I can imagine the hassle that it must be to be in the makeup industry with that kind of pressure. Satisfaction is extremely short lived because everything now is about trying out the latest product. Consumerism at its finest.
@@Alex-tk7ghI mean, we had plenty of those brands when I was young too. But they have all either become “boring” (read:successful!) legacy brands that cater primarily to the mass market like MAC and Urban Decay or they have gone out of business. The same will be true for today’s hot brands. They’ll either succeed enough to become well established/boring but lucrative businesses or they will die.
You fricken nailed it! THANK YOU!!!!! (Disclaimer I haven’t watched the video yet, came for the comments first). I saw the title of this video and I was like “flop era”? No. There’s a lifecycle to every brand and product and I think solid business and steady revenue has got to be desirable. I’ve actually found myself buying less from these desperate brand releases and gravitating towards these reliable brands because I don’t have to worry about not being able to get a favourite product again. I’m honestly so exhausted with the constant releases and FOMO brands are TRYING to create with limited editions and this whole fear of things going Out of Stock. Give me reliable!!!
Bingo!!!!
I worked for benefit at Macys. They have a very large following in Asia and tourists would buy hundreds of dollars worth of make up when they came to visit. Also they do “no makeup makeup” very well and that’s the average consumer 😊
In 2004, I worked at a Benefit makeup counter (they actually used to have their own counters-NOT brow bars)...I miss the Bathina beauty balm. I remember so many of their discontinued products...they used to have a pineapple face wash I loved. It takes me back. ❤
That pineapple face wash was amazing!!!
What store where you in? 😊
@TheKEDW OMG I know!! I'm glad I'm not the only one who remembers it!☺️
@TheRedDivaTv In a department store called Marshall Fields...they are gone now. 😔
The Bathina Beauty balm was fire, haven't found anything to replace it!
I love the Benetint story they didn't judge the dancer or question anything they just immediately met a need
At $30/pop, I go through 3-4 Gimme Brows a year, every year. That’s $120 every year. Meanwhile, I might buy one $80 palette from a brand like Natasha Denona every 2-3 years at most. That’s how these quiet brands do well. It’s ALL about staples people use up and have to repurchase,
Your hair looks so smooth and pretty - it always looks so nice tbh lol
Thank you!
I’m brown and the benetint is still so amazing, I love this product!
I agree with their strategy! As an end user, I really appreciate that they keep their staple products and don't constantly come out with new ones. Benetint, Dandelion powder, High Beam. I have been buying these for 20 years. And I have have never found mascara that I like as much. I am still sad (about 15 years later) that they discontinued their aubergine coloured mascara though.
Maybe they'll bring it back now that all those plummy fall palettes are big.
@@maryeckel9682 Oh that's a thought. I'll keep my fingers crossed!
I’ve never really shopped Benefit, but have tried several of their brow product minis b/c of gifts with purchase, etc. A couple of months ago I made an appointment at my nearby Ulta (in downtown Chicago) for an upper lip wax during their points multiplier event for beauty services. I didn’t realize it was considered a specific Benefit service, and instead of taking place in the salon at the back of the store, the Benefit rep waxed my upper lip in the Benefit makeup section right at the front of the store, in full view of the checkout line and everyone coming in and out of the store. Not to mention right in front of the giant windows facing out onto Michigan Avenue. I felt so embarrassed!
Great video! I’m Gen X and remember when Benefit was fresh and new-and I still see them as youthful and fun. I always have a Dandelion blush and Precisely My Brow pencils. I also think it’s funny that they have those vending machines in some airports.
I really enjoyed this 😊
Worth doing some research on Hard Candy! Was just a nail polish line and was the COOLEST in the 90s (hence the lvmh acquiistion). If I remember correctly, they didn't start trying to create makeup until after the acquisition and started as a higher end line hence the sephora presence. It failed, and the brand closed but then sold it again and now we have walmart hard candy! The original hard candy founders (sisters) went on to create tokidoki and the (semi recently defunct) beauty brand Smith & Cult.
PS dont even get me started on Bliss- one of my favourite female founder stories - she most recently founded Beauty Pie! (plus also Soap & Glory! And, randomly, Fit Flop! She is amazing.)
The f in benefit is exactly like the "forte" symbol you see in music. it means you're supposed to play (or sing) loud or strongly. No idea if that's their reasoning with it
I hope Kelly sees this comment…. Great video, I love that you go so in depth on a brand you don’t use (I stopped as well due to them not being cruelty free). BUT I was so distracted by your hair…OMG, it is SO beautiful!!! I love the “effortless” style. The colour is perfect on you, it looks so incredibly healthy and soft. ❤❤❤❤❤
Okay I love Benefit! In all my time working for Ulta, as well as just being a makeup consumer/ fan, I have continuously used and recommended Benefit for all their hero products specifically- especially brows and mascara! They have those categories on lockdown! Their blushes are also beautiful, and the new reformulated Boing concealer (the one in the squattier tube, the full coverage one) is MY concealer that I use and have repurchased. It's so good. Also, I LOVE these rise and fall videos!!!!!
omg your hair!!!! you look stunning! totally like a Model with this hair and makeup look! (eta: I was a Hair Model in my former life so I mean that in the best way!) I love this deep dive series so much:) happy Saturday to you Kelly
Loved hearing Benefit's story. I like Benefit, I have some of their products and I am interested when they launch a new one.
I get the beauty community finds it boring, but I like it and they sell pretty well.
If anything, this video just cemented my respect to them. I bought their tint back in the day. Earlier this year I repurchased it, and tried another shade of the tint. I respect a brand that knows who they are and aren’t losing their self on the current trend. Good for them! Stay strong!
I didn’t know a lot of this- so thank you! Great video!
I think i’ve commented before… but if the balm ever goes out of business, benefit should acquire it because the aesthetics are so similar (retro chic/quirky)
Ooh I agree!
Benefit was everything to me in my early 20s around Y2K. The retro style was just my thing. I loved products like Bathina, Kitten powder, Dr. Feelgood, and their stick foundation. I graduated to luxury makeup, but still have to fight the urge to go raid the little vending machines in the airport!
Such an interesting and nostalgic video, I haven't purchased from Benefit in years as I'm cruelty free and not loyal to brands but Benefit was where I purchased my first 'proper' makeup for job interviews and working service jobs when I was a teenager. Benetint and High Beam, along with face powder was my professional makeup look that I wore for years. I think I picked Benefit because of it's fun, quirky packaging and products, they were a bit different than other department store brands and still are. The family-run, female-founded origins of the brand are also something I was aware of at the time and a big part of it's appeal too.
That's so interesting and makes sense that the They're Real Mascara was huge for the company, mascara is the most repurchased item for a lot of people and apparently the makeup product that people are most often dissatisfied with. So if you can get a mascara that is well loved and repurchased multiple times a year the numbers must be astronomical. I would so love to see the breakdown for these types of things...
The new record is still held by Benefit! The original record was done in a Sydney store, and the new one was at a Melbourne store.
I have to say I love Benefits mini blushes that they recently came out with. Such good colors. And they smell nice to me too. I don't do their brow products. This was interesting to me though. ❤
I love the minis too
🎀YAY! 🥳 A make up documentry. I love these. Thank you for the upload.🎀
You’re officially my favorite youtuber now! ❤
I’ve been going to Benefit to get my brows done for the past 5 years. You can’t convince me to try another service or brow products! They have my EXACT brow shade, and the fact that no matter who does your brows, they turn out the same way always it’s the thing that is keeping me going there
We haven't seen your hair this straight in a while! It's soooo pretty! It's a very sophisticated look.
Thank you!!
Benefit was my go to HG brand for a decade in the 1990s and early 2000s . I had a whole face of makeup, from face tint to mascara. Even had skin care. The Big Beautiful Eyes pallet was panned at least twice by me, and I still grieve this loss to the makeup world. I have never been able to find a good replacement for the eyeshadow colors in all the years since. Still love Bad Gal, and the brow tints, and the powder blushes, but I MISS THAT PALLET.
I loved Hard Candy back in the late 90s/early 00s. It was more upscale sold in Nordstrom as well. Their packaging (especially eye shadow pallets) was superb!
I love how you pronounced Melbourne ( record brow wax location) as “Mel-BORN”, in Australia we pronounce it Mel-BIN hahaha. I love the American pronunciation 😂 Also hello from Australia xoxo ❤
When I was in high school in the 90’s, I bought a Hard Candy palette at Nordstrom in Chicago. ☺️
Now it makes sense why everytime I get a mascara in a subscription box, it's typically a Benefit mascara. Part of their strategy, i think. I have so many of their minis. I know theyre not cruelty free, but damn. Their mascara is good. And so are their brow products. I got a sample of the brow wax and love it.
Benefit is one of the only cosmetics brand I'm loyal to because they actually have good products I can repurchase. I dont understand the beauty community sometimes, what is the point of hyping up brands like Colourpop who release a billion products a year that are all essentially the same stuff? Or when brands discontinue good products after a year or two only to introduce something worse quality-wise but make it go viral through influencers for the buzz?
LVMH also acquired Urban Decay the same time they acquired Hard Candy.
Loved this video. It was so informative and interesting I really enjoyed it. And you are so great at explaining everything. So detailed. You would definitely be a good spokesperson for a brand of your choice! Excellent video as always!!❤
I first started using Benefit from walking past a counter in a Macys no brow bar at the time when I was in college. The lady showed me how to use the Watts Up Highlighter way before highlighter was a thing. I bought that, a perfume(their perfume was actually really good) and a mascara. I remember getting so many compliments on my makeup. I only use their brow products now but can’t find a pencil or clear brow gel I like better. Great video!
Benefit is interesting because when I watch CZcamsrs or influencers from places like Spain and Mexico it comes across as a very beloved brand
Btw: currently wearing a benefit mascara
I actually remember Sephora selling Hard Candy in like 2006!! I saw their stuff at the Sephora on the UWS. Sephora was also selling Bourjois around that time, too! Interesting that they're both drugstore brands now!
Bourjois has always been drug store, at least in the UK. However, remember when Hard Candy wasn't and was really sought after as it wasn't easy to get here.
Also, don’t forget that they have product vending machines in so many airports and I always see them in the duty free stores.
I loved benefit so many years ago! When I transitioned to be cruelty free the last thing I changed was my brow service haha I lived in San Francisco so it was convenient and kind of iconic.
I feel like they probably continue to do well because when you come in for your brow services they always ask if you need to refill any products so I feel like they would have good brand loyalty. Because it’s not a random sales person but your same esthetician every time who values you and chats with you on a monthly basis and probably knows your style and what products you’ve purchased in the past.
Ahhhh the nostalgia im feeling for the days I used to frequent the benefit brow bar at the downtown seattle Nordstroms😊😊😊
I don’t think benefit gets the social media clicks. But I do notice when they have a new product come out people do talk about it, maybe short lived. Having those niches is actually a very smart move. Anyone who wears makeup will buy a new lip product or eyeshadow from any brand and maybe never repeat it. It’s the fun new items. Having a niche when it’s done well. Will always be repeated business.
That’s how I found Benefit. I walked past their store in San Francisco while in high school!
Benefit is one of the brands I’m always annoyed isn’t cruelty free. Mostly because I’ve never found my “go-to” mascara, and I know benefit has so many peoples go-to mascaras.
At this point I really just want reliability from my products.
This is so interesting. I actually just got back from Europe and there was a benefit store that did brows. I had no idea they had their own store and services. I was so intrigued that I had to watch.
Thank for all the research you do for this series!! It's my absolute favorite❤
No, they haven't fallen off, they are just specialists, like you said. Unlike Becca, whose specialty was products like highlighter you need rarely, they specialize in things that need frequent replacement. Also, I am in my 40's and graduated high school in the mid 90s. When I was a teen reading teen mags (before phones, videos, influencers), Hard Candy was a VERY it brand that the actresses were wearing and was not a drugstore brand at all. So the fact it was acquired the same time as benefit (which was also suuper hip) doesn't surprise me at all.
Love this genre of video! Keep em coming - just like Benefit - you are focusing on a particular type of video that no one else is doing!!❤❤❤
Ironically enough, I just bought their cookie highlighter and that’s my first benefit product in YEARS. it’s one of my favorite highlighters i’ve ever used. their cheek products are fantastic
As a makeup enthusiast, I still really love Benefit! The 24h brow gel is amazing and the hoola lite is perfect for my fair skin😍 also the new blushes in the mini packaging are chefs kiss🤩
Honestly, this video made me want to buy from Benefit more often. I did just purchase their new mini bronzer/blush duos. But I really appreciate their history and that they hold strong to the values and products that the brand stands for and is best at. They aren’t fast fashion to keep up with the unfortunate TikTok era.
I LOVED the history portion of this. Such a good video
Funny enough, I went to a brow bar today and got my brows tinted and waxed. I love their Benetint and Roller Lash.
I'm a regular customer with them. No they haven't fallen apart either.
I knew you were going to say Brows, mascara, and pores 😂 just from thinking of my daily routine, I use their brow products and mascaras everyday! their Badgal bang mascara is amazing!❤ I personally love that they don’t try to pump out products and stick to what they’re great at!
I TOTALLY agree with you.
Aside from their EXCELLENT Brow Service, they recently introduced a cool silver brow gel that complements my skin tone...
The EL brands need a makeover for this decade and century. Their formulas are outdated and contain many ingredients people don’t prefer these days. They appeal to the type of consumer that rebuys the same product limited times per year and has limited variety in their vanity. Packaging and scents are made to feel timeless with a daily luxury flare. They appeal to generational nostalgia. A large portion of the population alive now fits into this type of consumer-they aren’t on BeautyTube.
With limited return policies of any in places outside of the U.S. a solid product is worth it.
There’s a benefit store/brow bar in my hometown in CT, and by the time I left for college, I was not in the beauty space, and thought benefit was a random boutique, and didn’t realize it was a big brand until way after I left 😂
Loooove your hair like this, Kelly!
I love Benefit! Use their products everyday. That new mascara is amazing!
Your hair is beautiful as always ✨
It's interesting that pores are such a big focus, apart from the OG primers of theirs I never see new benefit pore products. Now when I think pores, I think e.l.f
I tried so many mascara from other brands like it cosmetics, cliniqe, too faced, milk etc, but i always come back to benefit mascaras (they are soo good), i repurchased also their pores primers, benetint and Hoola bronzer. Ahh.. i also repurchased their what’s up highlighter (the only highlighter i ever repurchased) they have great products actually.
Aw I have a soft spot for benefit because they reposted one of my tiktoks when I had maybe 40-50 followers? I got a boost from that plus I had a great conversation with them in dms.
I love benefit mascara-it’s still my absolute favorite, in all honesty. Perhaps I’d like others if I tried them, but I just find it to be so reliable! I also only trust my brow lady at the benefit brow bar. Everyone else has messed up my brows horrendously!
The worst part about Benefit sharing that tik tok, is that the photo that was shared was taken from Reddit in a subreddit about trichotillomania, a condition that causes people to pull out their hair, eyelashes, eyebrows, etc due to stress and anxiety. She was sharing the picture as part of her recovery from that disorder. It's pretty bad
They used to have more lip products and foundations. My memory about benefit is that they took away a lot of their products. They used to have more skincare and bodycare as well. I think they are really boring. I remember their hay day. I'm always like, "where is that thing they used to have?" I don't enjoy benefit anymore
Yep, they've discontinued plenty.
I love Dandelion blushes, my fav for many years now❤
I actually like benefit. I bought My first high end makeup product in benefit. Now i decided not to purchase expensive makeup stuff. But when i want to splurge, I will buy the eyebrow gel, and any eyebrow pencil from them. My recent purchase is the eyebrow powder
Color products are subject to trends, but you always need a solid canvas to start with, and that’s what they give you-the products to make a solid canvas. That has literally never changed. Brow SHAPE might change, but not brows being shaped in some way. The desire for fewer visible pores never changes. There has never been a time when people wanted less visible lashes. So they hit it on the head. While I don’t do anything with my own brows (I’m VERY lucky to have the brows I do), and the mascara I use is It Cosmetics’s Superhero, Benefit’s Porefessional is my ride-or-die pore product.
I lost all respect for the brand when they lied on national television about being cruelty free.
This video has prompted me to get my brows done for the first time ever at the brow bar today. 😅
i was suprised when they launched their new blushes. That was a lot if new stuff at once.
Thank you for this video. Benefit was one of the first high end brands I bought. I got the boing concealer. It was so good I used it exclusively for years. I love their products. I bought it at Macys.
I was actually very surprised when I read in the that Benefit was considered as failing brand. In Australia they’re one of the largest sections in Sephora and have a number of brown stands in Australian high end department stores.
LVHM is also Louis Vuitton and Dior
Love this series!
I don't think Benefit is failing. Sure, they're not the most exciting brand out there. They're the reliable one. The one you can always count on for your brow product. In Canada, Benefit is readily available in the Shopper's drug mart drugstore and they have star product. I have been buying their brow powder for years - albeit under different names or packaging.
If all we want is for brands to release new products, then we must not complain about fast-beauty and being bored. 🤷♀️
I am using a benefit brow kit right now and live it. I got my mom using this brand also. Still like their products!
I'm one of those people who exclusively buy Benefit brow products. They have a shade that works perfectly for me, I like several different brow products they have, and I can consistently get them during the Ulta 21 Days of Beauty sales or in holiday sets for a really good price.
I always think of benefit for brows and face products. Bronzer, blush, highlight. I mean everyone knows Hoola and Cookie. They’re not new by any stretch but constant staples for the average consumer.
Benefit for the majority of their life here in South Africa they had no shade for the most people. Not only base makeup but their face powders like blush bronzer and highlight were not supportive of deeper skin. Its only recently did they start with colours that works for me
I would love to see a video dedicated on Hard Candy, especially since it's not available to other countries
Is Benefit "boring"? Yes, but I think they have some really solid products. I'm actually thinking about picking up one or two of their holiday gift sets, which are really cute. I do wish they would expand their range. I miss the erase paste, and I loved their foundation stick when I was in high school.
Love this series! ❤