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In 1976 the Ford sisters, Jean and Jane, flipped a coin – heads they opened a deli, tails they opened a makeup shop. It landed on tails, so they opened a shop in San Francisco focusing on instant beauty solutions, which later expanded to become Benefit cosmetics. Today we are the UK’s number 1 premium cosmetics brand and the UK's number 1 for mascara, brows, primer and face colour! Try our makeup bag must-haves such as Hoola, Precisely my Brow and They’re Real mascara.