Benefit Cosmetics

2011 - 2019

Benefit Cosmetics is a global beauty brand built on bold ideas, playful irreverence, and the belief that laughter is the best cosmetic. I partnered with the global digital team to bring that spirit to life across web and mobile, directing creative assets, shaping user experiences, and building digital style guides that scaled across international markets. I also art-directed high-profile product launches, ensuring every touchpoint felt cohesive, impactful, and unmistakably Benefit.

Brow Try-on

Benefit’s Brow Try-On is a next-gen AR brow experience. Users are able to virtually “try on”a variety of brow looks so they can see—on their own face—the transformative power brows have on their entire look. As the lead designer, I worked with the technology partner to define the styles and ensure that the quality of the AR was realistic and approachable.

  • First Augmented Reality 3D video over mobile web.​

  • First mapping of actual brow hair, not sticker overlays.​

  • Deployed on 42 websites internationally.​

  • +400k sessions, +50% time on site, +20% basket size.

  • 700k sessions, +50% time on site, +10% basket size.

  • 3.5M brows tried on! Average ~5 per session.

Product Detail Page

Benefit’s global sites receive the highest traffic on Product Detail Pages, yet consumer research showed that these pages weren’t delivering the depth, clarity, or usability that visitors needed. Since the #1 reason users visit Benefitcosmetics.com is product research, the PDP experience had to evolve into a more informative, trustworthy, and conversion-supportive destination that maintained the playfulness that the brand embodies.

B0i-ing Product Finder

Benefit wanted to introduce a reusable guided selling tool to support the launch of a new product collection. The goal was to create a mobile-first, fun, and simple, that could be embedded across Benefit’s owned platforms as well as key retail partners.

Brow Shade Finder

In 2016, Benefit—long established as the authority on brows—launched the Benefit Brow Collection, a comprehensive range of 10 products in multiple shades.

To help customers confidently navigate the expanded lineup, Benefit partnered with Parade to create a tailored digital experience. As art director, I led the creative process from persona development and journey mapping through concepting, testing, and final experience design.