BeneFit Cosmetics is eyeing further travel retail expansion opportunities, after a number of landmark openings. In May, it became the first make-up brand to open a pop-up store at the North satellite concourse in Hong Kong International Airport. May also saw the opening of its first New Zealand store, in partnership with JR/Duty Free in the Departures Terminal at Auckland International Airport.
“Within travel retail, we are looking seriously at Asia Pacific and South-East Asia,” Regional Manager South Asia & Oceania Jacques Gouallou told The Moodie Report, acknowledging that the recent openings had proved to be a great way to increase BeneFit’s brand awareness amongst travellers.
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The BeneFit pop-up store at HKIA will be in operation until mid-August |
“We are a fun brand that offers something different; we make our customers smile,” he added. “Our wacky DNA permeates every level of the company. Our great names and irreverent packaging really capture consumers’ attention. We think we have a lot to offer in travel retail.”
But the company is in no rush, preferring to wait for the right opportunity with which to showcase the brand. “Stand-alone shops are ideal for this,” Gouallou explained, “especially as they allow us to offer services too, such as brow shaping. They are really popular, even at airports, and can account for up to one-third of total sales.”
He concluded: “We have been building the brand domestically in this region and now think the time is right to expand in travel retail. But we will wait for the right doors to open – and the right partners. We are committed to controlling the execution and the quality of everything we do.”
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