Forget 'best friends with benefits' - it's time you made best friends with {Benefit}! Our #BrandoftheMonth for July, this make up favourite was born in the U.S. of A. and its tongue-in-cheek spirit had brought smiles to faces from San Fran to Slough since the '70s! Founded by twin sisters, Jean and Jane Ford - a duo whose passion for food was matched only by make up (they couldn't decide between owning a deli or launching a beauty boutique) - thank the beauty deities that make up won the 'coin toss' and that {Benefit} was born.

Believing "laughter is the best cosmetic" (hear, hear!), this playful approach to cosmetics infuses the Benefit heroes you know - and the products you're yet to encounter. Anything but ordinary, fun is at the heart of every blusher, brow enhancer and mascara... which doesn't detract from their brilliance. Playful yet unfailingly high-performance (their range of brow gels, pencils and pomades is Britain's favourite), there's a reason this brand resonates with the hordes of adorers...

Beginning its life as the 'Face Place' - a stand-alone store selling make up in San Francisco's Mission District - Jean and Jane couldn't have dreamed that their humble 'beautique' would become one of the biggest brands in the industry. A hot-spot for women who wanted to not only to look but feel good, their reputation reached the ears of an exotic dancer looking for a nipple tint (quite!)... a challenge the sisters were only too happy to rise to.

Rose Tint - the product we now know as {Benetint} - was first sold to make nips look pinker (who knew!?) and this pretty, petal-toned stain spawned a counter at Bendel's (1990), then Harrods (1997) and in 1999, provoked luxury powerhouse LVMH to acquire this once humble make up shop.

Which begs the question, which of the seemingly limitless number of Benefit heroes do you count amongst your essentials? Are you hoopla for {Hoola} or smitten with {Sun Beam}? Hands up who's totally head-over-heels for {They're Real!} or addicted to {Gimme Brow's} arch-boosting brilliance?

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