If you are a beauty enthusiast, chances are you have heard of Benefit – the brand that turned eyebrows into a science. Now, for the first time, it is arriving in Israel through the Be Pharm chain.
In the coming weeks, Be Pharm will launch Benefit products in its branches, on its website, and in the new app. The move is part of the continued strengthening of Be Pharm’s beauty activity, reflecting its goal of offering Israeli consumers a more up-to-date, accessible, and diverse shopping experience, with leading brands from the international arena.
Benefit is one of the most beloved and recognized beauty brands in the world, particularly known for its brow, lash, and skin products. The brand is associated with a colorful, youthful, and distinctive identity, alongside flagship products that have built a loyal following worldwide. Benefit’s entry into the Be Pharm chain will allow customers to enjoy the brand’s products through a more accessible and convenient point of purchase, with nationwide availability, as well as through the website and the new app.
Eitan Saida, CEO of Be Pharm: “We are pleased to welcome Benefit to the chain and bring our customers a beloved international brand in one place – in our stores, online, and in the new app. We will continue adding sought-after international brands so that the beauty experience becomes easier, more accessible, and more advanced.”