benefit toronto

Benefit Cosmetics to open first store & salon in Toronto

Benefit Cosmetics and their retro, cheekily-named products are already a familiar sight at Toronto drugstores and department stores - there's hardly a makeup junkie in town who hasn't plunked down a healthy chunk of change for one of their mascaras, blushes or multi-use tints. (I can personally attest to the brand's magic powers: Erase Paste is pretty much the only thing keeping me from looking like an underslept zombie 99% of the time.)

But you know what's better than a Sephora counter full of Benefit products? I'll tell you: It's a whole damn store full of Benefit products. Retail Insider reports that the company's chain of free-standing locations is about to expand into Canada, with the first location set to open this April at 2614 Yonge St., halfway between Lawrence and Eglinton (formerly an Accessorize store).

In addition to all the Benefit classics you know and love, the freestanding boutiques offer salon and spa services, including brow grooming, fake tans and waxing, all in an environment that looks ripped from the set of Hairspray (think pastels, florals and giant hair dryers). Look for several more locations to open across Canada later this year.

Photo via Benefit on Facebook.


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