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Benefit Cosmetics is celebrating its 30th anniversary this month, but the celebration will not get in the way of its product innovation, according to company execs. In honor of its three decades of business and a growth from US$65,000 in its first year to nearly US$300 million today, Benefit has made plans to continue expanding.
The company plans to launch Get Bent Lash mascara, Some Kind-a Gorgeous foundation and Big Beautiful Eyes eye contouring and concealing kit this fall. In addition, a new technology in a color collection is also in the works for Benefit. The company also reportedly plans to expand heir body and skin care range. Owned by LVMH Moët Hennessy Louis Vuitton S.A., Benefit has its products in 13 countries, with five of its boutiques in San Francisco, and plans to launch three to five more boutiques this year.