The Woman Behind Cult Brows

Julie Bell is the authority when it comes to Benefit Cosmetics’ brow bestsellers. We ask her: what makes a great product that will make millions and gain cult status?

You could say it was serendipity that led Julie Bell to work at Benefit Cosmetics. When she joined the American company 18 years ago, her brows were in bad shape from over tweezing. Now 61, she’s the brand’s executive vice president of global marketing.

Bell discovered that no one was ever satisfied with their brows – whether it was shape (too thin/ shapeless), shade (never the perfect one) or survival (not longlasting enough). Here was an opportunity for Benefit Cosmetics to meet those needs.