Benefit Cosmetics’ Global Beauty Authority, Annie Ford Danielson, visited Australia recently to help launch the Bold is Beautiful Project that supports local charities by donating $10 from every brow wax at the Brow Bar during the month of May.

Annie Ford Danielson was born and raised in San Francisco and has grown up with Benefit Cosmetics for her entire life with her mother Jean Ford being one of the co-founders of Benefit Cosmetics, and her aunt Jane Ford the other co-founder. Along with her sister, Maggie Ford Danielson, Annie has “Benetint” running through her veins and works at Benefit to help develop products and also works with customers and clients around the globe opening new markets and sharing her insider tips and tricks.

We caught up with Annie during her visit to Australia to get the low-down on everything to do with Benefit Cosmetics and Beauty!


Benefit is such a fun and vibrant brand! The newest product we’ve used, Puff Off, is a fantastic product. The concept of the ironing tip and the name are fantastic! How does the Brand keep coming up with such great and innovative products, and how do the names come about?

 At Benefit we create products based on true beauty dilemmas.  We speak to women and girls all over the world and listen to what they struggle with.  We then try to create truly innovative products that make solving dilemmas easy and approachable.

In terms of how we come up with such smart, fun names we have an incredibly talented in-house copy team in San Fran.  These girls are always coming up with fun witty names that put a smile on our customer’s faces.

As a Global Beauty Authority for Benefit, the role must take you around the world. What does that role entail?

Maggie and I tend to be a jack of all trades.  We meet with press and customers to introduce new product launches, we work in stores to show our favourite tips and tricks, and we work with our employees to teach them about our brand heritage and values.  WE also are pro’s at dressing up in fun costumes and not taking ourselves to seriously.

The Bold is Beautiful Project is such a fantastic initiative to help charities! How did the initiative first come about?

At Benefit we have been making women and girls feel good about themselves for decades, it is what we do best.  We knew that with this specific expertise it was our duty to take what we know and bring it to girls beyond our beauty counters.  That is why we created the Bold is Beautiful project, so we can help empower women and girls everywhere to have big dreams and bold moves.

What are some of the best beauty tips you have gathered as a member of the Benefit family?

One tip that my mom engrained in my brain for an early age is to NEVER sleep with you makeup on.  TO this day I don’t think I ever have.

Another is that my mom and aunt would always say that there is nothing your shouldn’t try at least once.  Why not try a cat eye or a red lip… if it looks bad simply wash it off.  Makeup isn’t do or die it’s about playing and seeing what works for you.

What are some of the must-have products you should have in your handbag?

My desert island product that I wear everyday are, Gimme Brow, They’re Real, Fakeup , Hello Flawless, and Hoola.  You will never see me without these products on!

Benefit Cosmetics is available at Myer nationwide.

About The Author

Katherine Ng

Katherine is not your typical Beauty Editor. Finance consultant by day and beauty and fashion addict at all other times, Katherine spends her hard-earned money helping the Australian and international economy with her never ending pursuit of everything pretty. A keen traveller, Katherine still holds dear her Melbourne roots with an overflowing wardrobe filled with black clothes, shoes and handbags. Katherine also has a deep love of food and wine, and you can find those adventures on instagram at @thegreedykat Email: Twitter: @kath_couturing Instagram: @kath_ng

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