Benefit Cosmetics Launches POREfessional Concealer via Secret Cinema

Benefit Cosmetics is rolling out the POREfessional Concealer through a tie-up with Secret Cinema's Grease: The Immersive Movie Musical at Battersea Power Station. The brand has set up a "Beauty School" inside the show where guests can test the new product alongside existing bestsellers like Benetint and the POREfessional Foundation.

Marketing director Lucinda Jupp said the partnership was a collaborative conversation that began last year. "What appealed to us was the opportunity to build something that was not just a sponsorship, but a beauty-led experience with genuine audience participation," she said.

The concealer comes in 35 shades. Benefit says the formula is 76% skin care before colour agents are added, with hyaluronic acid for hydration. The product sits alongside the POREfessional Foundation, which is available in 40 shades. Together they form what Jupp called a "more complete complexion offering."

"We are excited about building a full pore care makeup range," she said. "Consumers are looking for products that do more than simply cover their dilemmas; they want formulas that blur, smooth, perfect and work beautifully together."

The partnership reflects a broader shift in how Benefit approaches marketing. Jupp said consumers increasingly want experiences, not just product messaging. "We are very interested in creating beauty experiences that connect the brand with key cultural moments, especially when there is a strong and authentic fit," she said. "It is a powerful way to build both brand love and product discovery at the same time."