Profit Cosmetics: Model Evaluate and 10 of the Greatest Merchandise


Benefit Cosmetics

As a magnificence author, new manufacturers, launches, and coverings come throughout my desk daily. Whereas I’m continuously including to my arsenal of merchandise, there’s one model I continuously return to for tried-and-true make-up: Profit Cosmetics.

Even earlier than I began my profession in magnificence, I raved about Profit to virtually everybody and anybody who would pay attention. In truth, the model’s merchandise have remained in my rotation for so long as I can keep in mind.  And actually, because the years have passed by, I’ve by no means ceased to be amazed by the brand new launches—every is thoughtfully formulated with precision to actually present precisely what you’d ask of it. Belief me: When you attempt Profit, you’ll by no means return.


FOUNDED: Sisters Jean and Jane Ford in 1976

BASED IN: San Francisco

PRICING: $18-$42

BEST KNOWN FOR: Forehead merchandise and the cult-favorite Hoola Bronzer

MOST POPULAR PRODUCTS: Hoola, Gimme Forehead, and Curler Lash Curling Mascara

FUN FACT: When the Ford sisters moved to San Francisco, they flipped a coin to find out the kind of enterprise they’d begin. One aspect was a make-up retailer, and the opposite a casserole cafe.

OTHER BRANDS YOU’LL LOVE: Glossier, City Decay Cosmetics

Behind each model is a narrative, and Profit’s doesn’t disappoint. “Earlier than Profit was born, its two founders, Jean and Jane Ford, each profitable fashions and make-up artists on the time, took a leap of religion and moved to San Francisco to deliver a brand new strategy to magnificence,” say Maggie Ford Danielson and Anne Ford Danielson, chief magnificence ambassadors at Profit Cosmetics. It was in 1976, in San Francisco’s Mission District, that the journey started with the opening of a tiny make-up store referred to as The Face Place.

At this level, the Danielsons clarify, the marketing strategy was to make $33 a day to interrupt even. However issues modified in 1977 when an unique dancer walked into the shop and ordered a nipple stain. “It was right here that the primary bottle of Profit’s Rose Tint was born—years later, we name it Benetint.” In 1990 The Home of Profit was born when The Face Place was renamed Profit Cosmetics. “Its first official counter opened that very same 12 months at Henri Bendel in New York Metropolis, and issues started to alter a bit later when LVMH (Moet Hennessy Louis Vuttion) acquired the as soon as humble little make-up store,” say the Danielsons.

If something, it proves to us all that each one it takes is an thought and an entire lot of ardour to create one thing unimaginable. “We’re not solely within the make-up enterprise … we’re within the feel-good enterprise,” say the Danielsons. “As a result of once we are laughing and having enjoyable, that’s once we are our most lovely selves.”

Forward, uncover one of the best merchandise that Profit Cosmetics has to supply. 

01of 10

Hoola Bronzer

Benefit Cosmetics Hoola Bronzer
Profit Cosmetics Hoola Bronzer $32.00

When you haven’t already seen this bronzer in a good friend’s make-up bag, know that it’s Profit’s hottest product—and for good motive. Only one swipe of this {smooth}, bronzy powder, and your pores and skin will seem immediately sunkissed such as you simply bought again from a tropical trip.

The product was launched greater than 20 years in the past and stays a staple for the model. Hoola’s formulation was distinctive on the time for providing a shimmer-free impartial matte bronzer for a natural-looking glow. “We spent various time to discover a excellent mix of white, brown, purple, purple, and yellow pigments that provide the most plausible, pure bronze that wasn’t too orange or ashy (one thing shoppers complained about on the time),” say the Danielsons.

02of 10

Gimme Forehead Tinted Volumizing Eyebrow Gel

Benefit Cosmetics Gimme Brow Eyebrow Gel
Profit Cosmetics Gimme Forehead Tinted Volumizing Eyebrow Gel $24.00

Only one swipe of this tinted gel will rework your brows, which is why it’s considered one of Profit’s bestselling merchandise (and a favourite of mine). It leaves brows trying fuller and thicker, with colour and maintain that lasts all day. Learn our evaluate right here.

03of 10

Curler Lash Curling & Lifting Mascara

Benefit Cosmetics Roller Lash Mascara
Profit Cosmetics Curler Lash Curling & Lifting Mascara $27.00

If there was a information for making a mascara, this one could be the prototype. Impressed by hair rollers, this mascara grabs, separates, lifts, and curls every particular person lash. The model makes use of a formulation that situations the lashes and that lasts for 12 hours. Obtainable in two shades—unique ink black and brown—it’s the whole lot you can ever need in a mascara and extra. For greatest software, the model recommends gently wiggling the wand from the bottom of your lashes to the tip.

04of 10

Boi-ing Cakeless Concealer

Benefit Cosmetics Boi-ing Cakeless Concealer
Profit Cosmetics Boi-ing Cakeless Concealer $24.00

If you wish to conceal darkish circles and blemishes, a hardworking concealer is a useful addition to your magnificence repertoire. With out feeling heavy on the pores and skin, this full-coverage concealer doesn’t cake, crack, or settle into advantageous strains (a typical drawback amongst concealers). Formulated with algae-derived components and specifically coated pigments, it’ll {smooth} pores and skin and go away a pure end—sans creasing or flakiness.

05of 10

The Porefessional Pore Minimizing Primer

Benefit Cosmetics The Porefessional Primer
Profit Cosmetics The Porefessional Pore Minimizing Primer $32.00

Say goodbye to pores and advantageous strains, because of this magical primer. Silky and light-weight, the balm-feeling formulation shortly evaporates, leaving you with smoother-than-smooth pores and skin. Containing vitamin E derivatives, it additionally protects pores and skin from free radicals (air pollution within the air that may trigger untimely growing old). Prospects have attested in additional than 7,500 evaluations that the primer makes pores and skin seem like it’s Photoshopped when it’s worn. Put on it alone, below, or over make-up on freshly moisturized pores and skin.

06of 10


Benefit Cosmetics Benetint
Profit Cosmetics Benetint $30.00

Initially created as a nipple stain for an unique dancer, this lip, cheek, and eye tint can final by means of virtually something—it’s really smudge-, kiss-, and waterproof. The rose-tinted stain delivers a delicate, sheer trace of colour with out being too overpowering. Based on the model, this traditional product is cherished by celebrities, make-up artists, and shoppers all world wide.

07of 10

24-HR Forehead Setter Clear Eyebrow Gel

Benefit Cosmetics 24-HR Brow Setter Clear Eyebrow Gel
Profit Cosmetics 24-HR Forehead Setter Clear Eyebrow Gel $24.00

A private favourite of many (myself included), this invisible gel holds brows in place all day—and, in case you want, into the evening too. Constructed with a dual-sided wand, it coats hairs from root to tip to securely lock your forehead make-up and hairs into place. The perfect half? In contrast to different clear forehead gels, the formulation is totally flake-free, fast to dry, and simple to use.

08of 10

Exactly, My Forehead Pencil Waterproof Eyebrow Definer

Benefit Cosmetics Precisely, My Brow Pencil Waterproof Eyebrow Definer
Profit Cosmetics Exactly, My Forehead Pencil Waterproof Eyebrow Definer $24.00

Whereas this may occasionally seem like an strange forehead pencil, it’s one thing fully distinctive. Because it’s created with an ultra-fine tip, drawing natural-looking, hair-like strokes is an uncomplicated course of. Wealthy and waterproof, it’ll seamlessly fill in over-tweezed or sparse areas whereas holding in place for as much as 12 hours with out smudging by any means. Severely, just some gentle pencil strokes will fully rework brows. Plus, it is obtainable in 12 versatile shades, so discovering your excellent match is straightforward.

09of 10

They’re Actual! Magnet Excessive Lengthening Mascara

Benefit Cosmetics They're Real! Magnet Extreme Lengthening Mascara
Profit Cosmetics They’re Actual! Magnet Excessive Lengthening Mascara $27.00

Based on Byrdie affiliate editor Olivia Hancock, this magnetic mascara lives as much as its hype by including tons of size and quantity. Utilizing a magnetically charged core, the formulation pulls lashes out and up for a particularly highly effective carry with every utilization. “As somebody whose pure lashes seemingly disappear on digicam, this mascara is now my new go-to,” Hancock mentioned in her evaluate. The model additionally claims that it’ll fan out, separate, and outline lashes for as much as 36 hours of damage.

10of 10

Cookie Highlighter

Benefit Cosmetics Cookie Highlighter
Profit Cosmetics Cookie Highlighter $32.00

This golden-pearl highlighter offers a stunning glow with only one swipe. Made with a silky-fine formulation, it provides a delicate shimmer with out stealing the present. Plus, the compact comes with a built-in mirror and a customized rounded brush for seamless software on the go or at dwelling.


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