Benefit Cosmetics to launch at M&S
Benefit Cosmetics has announced a new partnership with M&S Beauty. The partnership will see the beauty brand launch online and in-store at the department store in AW22.
Five M&S stores will be home to a Benefit Cosmetics counter, with beauty experts available to assist customers on makeup products. An additional ten stores will also stock the brand's products, displayed in a bespoke Benefit Cosmetics fixture.
The collection will feature over 200 products including Benefit Cosmetics' Benetint, They’re Real! Mascara, POREfessional Face Primer, Hoola Bronzer and Gimme Brow+.
The announcement follows Marks & Spencer's partnership with Clinique, earlier this year. Along with other third-party brand partnerships as part of the retailer's 'Brands at M&S' strategy including Aveda, Origins, REN, Emma Hardie and Eve Lom.
Tara Singleton, Head of Beauty at M&S, said: “We are so pleased to be welcoming Benefit Cosmetics as our latest partner as we continue to introduce dynamic third-party brands to complement our own beauty offer, helping us become more relevant, more often for our customers."
Sarah Harbon, General Manager of Benefit Cosmetics, said: “The launch of Benefit Cosmetics on M&S reflects our commitment to making our products accessible, we are passionate about building a beauty community for all and delighted to be joining M&S Beauty. The partnership will provide a unique omnichannel opportunity for new and our existing customers to easily shop and discover the brand alongside leading British retailer, M&S.”