Benefit to host London-based masterclass to engage customers

Benefit’s boutique in Spitalfields London is hosting a masterclass event, with ticket prices fully redeemable against all Benefit products.

The brand, renowned for its retro-glam inspired makeup as well as its fool-proof brow products, is inviting beauty fanatics to join UK-based broadcaster, journalist and Glow Up judge Ateh Jewel, as well as Lauren Hogsden, Benefit’s National Brow Artist, and pro-MUA for a masterclass in-store.

For £25, beauty fanatics can attend the picture-perfect store at 6.30 pm on 22 May to try the OG lip & cheek stain Benetint as well as discover new products such as the Splash & Plush lip tints.

For one night only, the ‘This Tint Is It’ Masterclass, will offer best-in-class makeup tips and tricks. Not only is the ticket price fully redeemable on products, but visitors will receive a prosecco on arrival as well as a free Benefit Brow Tint redeemable against their next Brow Wax Service.

Lou Bennett, Marketing Director at Benefit Cosmetics UK & Ireland, told TheIndustry.beauty: "Our mission is to spark joy through product discovery and feeling and looking good with instant beauty solutions. We’re pleased to be working with Ateh Jewel on our This Tint Is It Masterclass with her continuous love and support for Benetint. We’re finding new ways to excite our customers with our product ranges by offering bespoke consultations and being able to educate and help transform their makeup skills with our National Brow & Beauty Authority in UK & Ireland, hosted at their local Benefit Boutiques.

"[We are] exploring new ways of shopping, engaging, and rewarding loyal fans of Benetint, as well as introducing and recruiting new Gen Z audiences who have discovered our tints via Benetint’s viral TikTok videos."

Benefit's Spitalfield Market Boutique & Brow Bar

This follows the recent news that the brand has ventured back out into the world of skincare. With fine lines, acne and pigmentation at the forefront of most people’s skin concerns, sometimes pores are forgotten about and Benefit recognised this. Its skincare line – dubbed ‘pore care’ – features an extensive range of pore-shrinking formulas.

The company also announced the return of its Bold is Beautiful philanthropy programme this May. This sees Benefit UK & Ireland pledge to donate £5 from every brow wax sale to its charity partners, Look Good Feel Better, Daisyhouse and Refuge.

Through the Bold is Beautiful campaign, money raised will go towards providing and empowering women and girls through education, mentorship, access to wellness and financial self-sufficiency.