How Beauty Brand Benefit Creates New Power Categories

“It was a bold, unexpected move for us, but what you might find even more unexpected is we didn’t start out with the thought process of, let’s try to get into skin care,” said Christie Fleischer, chief executive officer of“We really started out with, let’s find another power category like we did with brows'” she continued. “What might be surprising to some is that before the Benefit Brow Collection was launched, brows as a category was ‘other eye.

“Our Porefessional Primer was a top-selling primer for more than 10 years so we had equity. Pores was a top skin concern,” said Fleischer, who oversaw merchandising and theme parks at Disney and was also at Netflix before joining Benefit. “We felt we could own a lane.” It launched in February 2023 with seven products: a cleanser, a toning foam, a cleansing oil, two masks, a moisturizer and a face wand. The products went through almost 300 different formulas and took roughly four years to perfect. Recently, it launched three new products to add to the collection — a primer, a setting spray and a new essence.

“Its going incredibly well. We have a hero product in our Porefessional Deep Retreat Mask — it’s number six in the U.S. right now,” said Fleischer. “This is a journey that we will stay on just as we did in brows.”“The brand has been a trailblazer brand from the beginning. All the decisions were made in a unique way from what would be the norm. Internally, we actually still say, we zig when they zag, so we very purposefully think of this as a trailblazing brand,” added Fleischer..

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