Benamôr is a brand that has stood the test of time. It has successfully reinvented itself both in terms of its products, with attractive packaging, captivating scents, and remarkable textures and its in-store experience, with refined spaces rich in detail. All this without ever betraying its origins, values, or core identity.
Because for Benamôr, innovation means evolving without ever losing sight of its essence.
Last week, the brand celebrated its centenary at the newly opened MACAM museum.
I was fortunate enough to attend this exceptional event, which included a guided tour of the museum and lunch prepared by the resident chef of the Contemporary Food & Wine restaurant.
This celebration was a true tribute to the brand's heritage and its commitment to excellence.
A story that began in 1925
Founded in 1925 in Lisbon by an apothecary, Benamôr began in a laboratory located at Campo Grande nº189. Its handmade beauty recipes were based on unique fragrances and natural ingredients grown under the Portuguese sun: lemon, rose, aloe vera, and almond oil. Packaged in adorable Art Deco tubes, they were an instant success, even winning over Queen Amélie of Portugal.
Among the brand's iconic products is Crème de Rosto, a rose extract face cream that has remained unchanged since its creation and gives women instant radiance. Other popular creations include Alantoíne hand cream and Bronzaline, Portugal's first sunscreen.
A contemporary renaissance
After decades of existence, Benamôr has been reborn thanks to a passionate team, including Pierre Stark, former director at L'Oréal Portugal. In collaboration with a Portuguese and a Japanese partners, they took over the Nally factory north of Lisbon and revived the brand's flagship products, adapting them to current tastes while preserving their heritage.
Today, Benamôr is present in several iconic boutiques in Lisbon, including Campo das Cebolas, Príncipe Real, and LX Factory, offering an immersive experience into the world of the brand.
An icon of Portuguese culture
Benamôr is much more than a cosmetics brand; it is a true icon of Portuguese culture. Its products, made in Portugal, come in retro packaging with Portuguese references, appealing with their irresistible aromas and refined aesthetics.
The brand embodies the elegance, tradition, and authenticity of Portugal, conveying these values through its creations.
A future focused on innovation
As it celebrates its centenary, Benamôr continues to innovate while remaining true to its roots. The brand is developing new natural beauty formulas, ethically manufactured in its Lisbon factory, guaranteeing the perfect quality of every product. It is also committed to transparency, providing its customers with a complete list of ingredients for each product.
Benamôr and Luz Editions: a shared vision
At Luz Editions, we share the same vision as Benamôr: to preserve and pass on Portuguese identity through meaningful products. Our everyday objects, designed with care and respect for tradition, enrich people's lives, just like Benamôr products.
Together, we celebrate the craftsmanship, memory, and soul of Portugal, rethinking and innovating authentic and timeless knowledge with an eye to the future.
Vintage Benamôr photographs: courtesy of the brand archives
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