by decwells

The launch is part of the retailer’s “M&S Brand” strategy – a curated collection of third-party products for M&S customers to complement their existing offerings

Today (Tuesday 19th July), M&S Beauty announced it would welcome the UK’s No. 1 Prestige Makeup Brand* – Benefit Cosmetics – in-store and online.

This fall and winter, M&S customers will be able to purchase the Benefit collection at M&, with free​​​​click and next-day shipping to over 700 M&S locations. Five destination M&S stores** will feature Benefit Cosmetics counters where beauty experts are on hand to provide customers with tips and tricks on makeup products and instant beauty fixes. An additional 10 stores will offer products – displayed in custom Benefit Cosmetics fixtures.

The collection will feature over 200 products and will include all of the brand’s one-of-a-kind hits, such as Benetint, which are real! Mascara, POREfessional Face Primer, Hoola Bronzer and Gimme Brow+, ranging from £12.50 to £48.

Tara Singleton, Head of Beauty at M&S, said:We’re excited to welcome Benefit Cosmetics as our newest partner as we continue to launch a vibrant line of third-party brands to complement our own beauty offerings, helping us become more relevant and serve our customers more often. Beauty plays an important role in our “M&S Brands” strategy, as we know that brands like Benefit Cosmetics drive loyalty and repeat purchases around their popular products, and therefore play an important role in how and where customers shop. Bringing these brands to M& and select stores will give existing and new customers even more reasons to choose M&S. ”

The launch follows a successful collaboration with global skincare and makeup brand Clinique earlier this year. Over the past 12 months, M&S Beauty has continued to evolve to increase relevance, more often through exclusive private label products (including Apothecary, which has grown to a £20m brand in just two years) and complementary Tripartite product brand partnerships with 22 million customers as part of a broader ‘M&S Brands’ strategy including Aveda, Clinique, Origins, REN, Emma Hardie, Eve Lom and Prai.

About 15% of M&S Clothing & Home customers purchased beauty products last year, representing a growth opportunity through initiatives and M&S’s loyalty program, Sparks, which encourages cross-category shopping.

Sarah Harbon, General Manager of Benefit Cosmetics, said:“The launch of Benefit Cosmetics at M&S ​​reflects our commitment to making our products easy to use, our passion for building a beauty community for all, and are excited to join M&S Beauty. This partnership will provide new and existing customers a unique omnichannel opportunity , shop easily with leading UK retailer M&S and discover the UK’s #1 Prestige Makeup brand.”

Marks & Spencer brand

M&S’s partnership with Benefit Cosmetics comes at a time when the launch of third-party apparel brands on M& continues to grow – the average online shopping basket size for apparel brands is more than double that of M&, with brands making Contributing c.3.5% of total online sales in the first half of the year, 1.2 million customers purchased “Marks & Spencer’s brand”.


*Source: NPD Group. Total Prestige Makeup’s value and unit sector sales from January to December 2021.

**The five stores with Wellbeing Cosmetics counters are M&S Camberley, Cheshire Oaks, Handforth Dean, Hedge End and Lisburn.

More about Benefit Cosmetics

Benefit Cosmetics, the UK’s #1 prestige makeup brand and the world’s #1 eyebrow brand*, is synonymous with fun, instant beauty solutions. In the UK, Benefit Cosmetics is the No 1 Prestige Mascara brand, Brow Brand, Primer brand with beloved iconic products like Hoola Bronzer, They’re Real Mascara, Gimme Brow+, Porefessional Primer dominating the cosmetic bag country. Founded in 1976 by twin sisters Jean and Jane, the beauty brand is one of the fastest growing established beauty brands in the industry, with locations in 59 countries on five continents. With over 3,000 Brow Bars and over 6,000 beauticians worldwide, Benefit has become the brow destination for products and services! Benefit is part of LVMH, the world’s leading luxury goods group.

Brands on the Marks & Spencer Timeline

  • 2009 – M&S introduces selected food brands to Foodhalls

  • 2012 – M&S launches branded beauty products alongside its popular private label products

  • September 2020 – First Apparel Brand Launches on M& – Nobody’s Children (Subsequently, M&S bought a minority stake in the eco-friendly fashion brand in November 2021)

  • January 2021 – M&S acquires its first brand, Jaeger, for £6m, (Jaeger was subsequently relaunched under Fiona Lambert in October 2021)

  • March 2021 – Official launch of “M&S Brands”, launching multiple apparel brands including Seasalt, Sloggi and Sosandar.

  • March 2022 – Today, M&S sells over 35 brands on M&

More about M&S ​​Beauty

  • M&S started selling toiletries in 1913 and today offers compelling products in skin care, bath and body care, hair care, fragrance, color cosmetics and gifts

  • Beauty is run by Heidi Woodhouse, director of home, furniture and beauty, and beauty experts including beauty director Tara Singleton

  • M&S Beauty has been changing rapidly over the past year (more details here), including the launch of new categories such as perimenopause and menopause skincare and more inclusive foundations (more details here)

  • M&S Beauty has a loyal following, especially for cult products such as the best-selling formula sleep cream that turned 5 last year – an average of 50,000 units sold per year

  • M&S Beauty focuses on providing eco-friendly options, including Pure – M&S private label, made with 95% natural ingredients


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