Jared Bailey of Benefit Cosmetics explains the art of enhancing facial features through brow shaping, brow tinting, etc.
The aesthetic value of the brows cannot be underestimated—they “frame” the eyes which are the windows to the soul.
Jared Bailey, international spokesperson for global services of beauty brand Benefit Cosmetics, is on a mission to explain the art of enhancing facial features through brow shaping, brow tinting, facial waxing, and more. He also gives talks and video tutorials for Benefit boutiques called Brow Bars across the United States.
Benefit Cosmetics, founded by Jean and Jane Ford in San Francisco in 1976, is known for products that instantly solve beauty dilemmas.
It has become famous for skincare, makeup and fragrance, its services recognized all over the world including the Philippines.
Bailey first worked with the brand as a part-time makeup artist. “Working at Benefit makes me happy,” he said. “It’s been seven and a half years.”
Recently we had the chance to tour Benefit’s headquarters on Bush Street in SF, where we asked Bailey how to have the perfect brows.
Witty names
Benefit’s best-selling product… In the Philippines it’s POREfessional, a pore-minimizing balm that can be applied even over makeup. Surprisingly, Benefit’s bestseller when it opened in the Philippines in 2011 was a product called Bathina—a shimmering body balm that leaves skin softly scented with an alluring floral fragrance.
The brand’s bestsellers around the world… include They’re Real, Bad Girl, POREfessional, Boi-ing and Dr. Feelgood. What’s interesting is that our top 10 bestsellers are usually the same
no matter where you go in the world. If in the US, They’re Real is No. 1, in the Philippines it might be No. 2 next to POREfessional because of the climate… And it’s cool because [it means] that women struggle from the same things no matter what country they live in… We’re proud that our products are usable across continents and cultures.
We use witty names for our products… since each of them serves a specific purpose. We sit around this tin table and we beat out different ideas and different names for the products.
My celebrity run-ins… have always been in our LA stores. Nicole Kidman was at one LA store having her lashes tinted. Jane Lynch, the cheerleader coach from “Glee,” comes in to have her brows done. I once gave Marsha Cross samples of our Hello Flawless Oxygen Wow foundation and Fakeup, and talked to her about the products and our brow services. She said she would try them. Then four weeks later she came back to the store, had her brows tinted and waxed and bought the Hello Flawless and Fakeup.
There are two ways to make women look younger… One is to have fuller brows; two is to have older friends so you look younger! Our brows “thin out” as time passes, so a full, lush brow looks more youthful.
The correct way to fill in your brows is… look at the fullest section of your brows, use that as your guide, and use natural-looking brow makeup to add volume where needed. For a quick fix, try using a brow-volumizing product like Benefit’s Gimme Brow. It’s the fastest way to fake a fuller and voluminous arch. It’s a brow fiber gel that will actually mimic the look of real hair. Its applicator makes it super-easy to apply, so you can get instant arches.
To add more dimension to your arch… finish the look with a subtle brow highlighter like Benefit Highbrow for an extra lift. This is placed below the brow bone under your arch.
A brow wax or tweeze will typically last you… anywhere from three to five weeks. Maintenance is key when it comes to looking pretty, polished and put together.
To add oomph to your brow… I suggest getting a professional brow tint. It’s one of the quickest ways to add dimension and depth to any brow. Brow tinting is one of the most popular services we offer (after brow shaping, of course). Benefit uses a vegetable-based dye on the brows for added definition. Think of it as a glaze for your hair. Brow tints are quick to apply, and the total process takes less than 10 minutes. Typically, a tint will last up to four to six weeks.
Top tip
Benefit is about quick fixes and instant solutions. The first Benefit product was, after all, a rose-colored tint for nipples. It was created for an exotic dancer who needed a touch of color to liven up her nipples throughout her performances all night.
That rose-colored tint is now called Benetint, perhaps the brand’s most famous product. Benetint comes in a bottle (P1,800) that resembles that of nail lacquer. It is kiss-proof and smudge-proof and gives an innocent yet provocative glow.
To apply, just sweep Benetint onto the cheeks, blend in an upward circular motion. Layer until you have your desired shade.
Start with less and build the color; you can always add but subtracting can be difficult.
Benefit Cosmetics are available at Greenbelt 5, Rustan’s Shangri-La Plaza, Rustan’s Grand Mall, TriNoma and SM Mall of Asia.