Benefit Cosmetics Opens First San Francisco Store in 25 Years

"Our boutiques are the backbone the company has been built on. All the way back to 1976 when we had The Face Place in the Mission, we have been doing brows and welcoming people to the stores," said Aurelian Lis, general manager, Benefit Americas. Lis added that the success in Soho flagship in New York City gave them the confidence to try San Francisco again.

The design of the San Francisco store will be similar to it's other units with the brand's signature yellow and pink, padded stools for customers to sit on during makeup applications or brow services, and tables at its center and shelves along the walls filled with cosmetics. There will be a few special touches including chandeliers and upgraded tester units inspired by vintage jewelry boxes.

"If you look at the old photos, they actually look very similar," said Lisa Edwards, vice president of boutiques at Benefit, talking about the history of Benefit's retail design.

As it returns to its roots in San Francisco, Benefit is simulatneously branching out. Lis told WWD the brand plans to double its number of boutiques over the next few years. To start, Benefit will open U.S. stores in La Jolla, Calif., and Princeton, N.J., later this year and international stores in London, Dublin, Hong Kong and Paris.