Benefit Cosmetics Cakeless Concealer Product Launch

Benefit cosmetics is a popular, globally recognized, makeup brand owned by Moët Hennessy Louis Vuitton (LVMH). LVMH is the parent company to many popular brands and is a French holding company valued at almost $400 billion. Today, Benefit is selling cosmetics over 2,000 counters in more that 30 countries. In 2019, before the launch of their new Cakeless Concealer, Benefit reached out to me through social media to show interest in contracting my help for the release of their upcoming product. The interest from Benefit came in respect to the following of my own personal cake brand, Jonathan Caleb Cake, which I built organically with nearly 25,000 followers on Instagram, alone. Being that the product to be released was a “Cakeless” Concealer, what better pairing could exist for a marketing campaign than their new product coupled with an extravagant cake. I was contracted to photograph, edit, and layout the photos you see here for the official launch campaign of Benefit Cosmetics’ Cakeless Concealer, which now offers a flawless look to women across the globe.