BENEFIT, a popular makeup brand from San Francisco, hosted a beauty event on Tuesday night that was all about girl power. It had fun dance numbers, flawless and gorgeous models, and makeup demos all featuring the “Benefit” of its innovative products.

The beautiful gathering was held at Greenbelt 5, Makati City where the brand’s first flagship store opened in December 2011. Benefit makeup trend artists and daughters of the co-founder themselves, Maggie and Annie Ford Danielson, were present to welcome guests and talk about the brand.

Their first time in the Philippines, Maggie and Annie expressed delight and gratitude to finally have their product in the country.

The sisters introduced Benefit’s first ever liquid foundation, the Hello Flawless Oxygen Wow, as part of the evening’s program. The product will only be available in the US in March, and will be launched in the Philippines in April. The liquid foundation is an oxygen hydrating complex that leaves a very light feeling on the skin, as if you didn’t apply any makeup at all.

The Hello Flawless Oxygen Wow also guarantees to deliver flawless results; boost cellular respiration fora “plumping up” effect; and protect against environmental stresses. Lastly, it contains Vitamins C and E derivatives known to prevent signs of aging. Hello Oxygen Wow comes in nine shades for all types of skin complexion.

Made in San Francisco
Aside from the launch of Hello Flawless Oxygen Wow, sisters Maggie and Annie also whole-heartedly shared the history of Benefit—the success of its creators Jean and Jane, their mother and aunt respectively.

According to the two, Jean and Jane were twins born in Indiana, USA. They became commercial models and makeup artists in New York in their younger years. But time came that the two didn’t have enough to pay their rent. That was when they decided to move to San Francisco and put up their first makeup boutique in a small fun neighborhood.

What began as a fun neighborhood venture (a “beauty locker room” for bonding over gloss and gossip as Maggie and Annie described) grew into something grand and global.

Maggie and Annie also credits San Francisco and its no rules, no limits attitude as well as the city’s crazy hippie vibe as the reason for Benefit’s playful packaging, snappy monikers and a feel-good philosophy.

Being makeup authorities, Maggie and Annie also held a makeup demo with model Aubrey Miles to show everyone how easy it is to apply Benefit products. You don’t even need to be a makeup artist at all.

Already a hit
Still new in the Philippine market, Benefit has already caught the attention of many Filipinas Aubrey Bautista, Benefit’s brand manager in the Philippines, told The Manila Times that stocks of Benefit’s bestsellers Porefessional, Bathina and Benetint ran out just weeks after opening.

Porefessional is a skin balm that minimizes the appearance of pores and fine lines. It is also a lightweight oil-free and translucent primer that works for all skin types. It can be applied under or over makeup. Bathina, on the other hand, is a silky glimmering body balm. It has a golden-pink sheen that leaves your body, legs and arms shimmering.

Benetint, Benefit’s first ever makeup, is a rose-tinted lip and cheek tint.

Also a hit is the Benefit’s Brow Bar, which offers brow waxing services. Unlike threading and shaving, waxing leaves a cleaner and smoother effect around shaped eyebrows.

Watch out for the opening of new Benefit boutiques in Rustan’s at the Shangri-La Edsa towards the end of March, and at the Shangri-La Makati by April.

The Benefit flagship boutique is located at the ground floor, phase 2 of Greenbelt 5. Call 729-9854 visit www.facebook.com/benefitcosmeticsphilippines for more information.