We go behind-the-scenes at Benefit's launch in Las Vegas

What happens in Vegas doesn't stay in Vegas. Well, not when you're hanging out with Beaut.ie.

Earlier this month, Benefit announced their latest launch and it's one that has been three years in the making. Three whole years.

Back on day one of this project, Loreen was doing her ninja crab dancing to Euphoria, Chris Hadfield was sending us love songs from space, Alan Shatter and Mick Wallace were making headlines and we were all dancing around to Daft Punk and Pharrell Williams' 'Get Lucky' (but we were yet to be introduced to Linda Martin's version; these were simpler times).

And so special was this launch that some beauty fiends were lucky enough to find ourselves in Vegas to at the official launch and to get our mitts on the entire collection.


A photo posted by @beaut.ie_ on


The secrecy surrounding this launch was akin to the Third Secret of Fatima meets Beyoncé's covert album drop. Hints were dropped about #BenefitBrows, there were teasings of a multiple product launch but no one knew for sure until the grand unveiling.




And if you've ever wondered what a Benefit unveiling looks like, then wonder no more for I can tell you that it's like a sea of full marvellous mini-moons, rows of ring lights and make up stations just waiting for Maggie and Annie Ford Danielson to sound the new collection klaxon.


A photo posted by @beaut.ie_ on


And we weren't disappointed as we were introduced to all thirteen (yes, thirteen) new products in their brow collection, with their focus on creating shades, easy-to-use applicators and high performing formulas. 

And if you'd like to check out our breakdown of the full collection, head on over here where you'll see each of the products, precisely what each of them do and the four hero products from the range. 




These brow babies will hit shelves on June 24th but if you'd like to be first in the know, we want to invite five lucky winners to Benefit’s South William Street store for a day of pampering and video makeovers! Benefit’s expert team will work on your brow dilemmas, give you a brow transformation and mini makeover and we’ll make you one of the stars of our fabulous #BenefitBrowClinic makeover video. To enter, simply check out our vid with Lisa Potter-Dixon, Head Make Up Artist and Brow Expert for Benefit Cosmetics and leave a comment, telling us what is your brow dilemma.

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