Benefit Cosmetics are known for their whimsical yet functional approach to beauty. With products like “Dr. Feelgood”, “BadGal” and “SugarBomb”, Benefit Cosmetics has its finger on the pulse of all things trendy and fashion forward in the world of beauty. The international beauty brand is finally putting down its roots in NYC with the creation of its first flagship store. Up until recently, Benefit Cosmetics could be purchased via Sephora or at one of the many counters in various department stores including Macy’s and Bloomingdale’s. With the tremendous momentum the brand has built over the past five years, the time to launch a flagship store became a necessity.
What makes this move unique is that currently Benefit is headquartered in San Francisco which lends well with its quirky, fun style. The New York headquarters will be located on 454 West Broadway. This move will certainly up the brands ante and give it a more cosmopolitan appeal. What’s also cool about this new location is that beauty addicts will be able to purchase beauty services alongside their favorite Benefit products. From massages to makeovers to manicures, the flagship store will house a full service salon where New Yorkers and tourists alike can stop in for a “beneficial” dose of beauty!