Jean and Jane Ford Danielson, twin sisters, launched their first store, Face Place, in San Francisco's Mission District, in 1976. Face Place then changed its name to Benefit, the very pinkish and girly brand you know today! In1990, the sisters feel that women are most attractive when they laugh and smile, so they say, "Laughter is the best cosmetic, so grin and wear it!" Benefit delivers fast beauty solutions to tackle all woman's beauty concerns.