Benefit Cosmetics to add four new stores in Colombia

By

Tamara Gonzalez Litman

Translated by
Barbara Santamaria

Published
Feb 6, 2018

Beauty make-up brand Benefit Cosmetics has announced plans to open four new stores in Colombia this year. The new locations will open in Cali, Bogotá and Cartagena, taking the total number of Benefit stores in Colombia to 12.

The brand launched in the country in 2016 with several concessions within Falabella stores, followed by the opening of three standalone spaces. Five further shops opened last year, with the brand reporting a 220% increase in sales by the end of 2017, according to La República.

In addition to expanding its Colombian store portfolio, Benefit is planning to launch at least three new major products, which are expected to contribute towards the goal of generating more than 6 billion pesos ($2.1 million) in 2017 in Colombia.

Benefit was founded in San Francisco in 1976 by the Ford sisters. The company, now owned by luxury groups LVMH, operates more than 2,000 stores and concessions in 50 countries. In Latin America, it has a presence in Mexico, Brazil, Chile, Peru and Colombia, markets it plans to expand and strengthen by 2020.