Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. Benefit is the No. 1 brow brand worldwide and is synonymous with fun, instant beauty solutions. Founded in 1976, the beauty brand has swept the world with favourites like Benetint, BADgal BANG Mascara, the POREfessional Face Primer, Hoola and Gimme Brow+.