The customer has a special place in Hannah Webley-Smith’s heart. “She is the most important asset any brand has and now I try to guide my team to think like her and make decisions based on how she would behave and want to see things done.” Webley-Smith can certainly claim to understand her cosmetics customer, with more than a decade working at L’Oréal, Jo Malone and Liz Earle. The dedication to the customer extends into social good and for the past two years she has spearheaded a global philanthropy programme for the brand. She cites her biggest achievement as building her marketing dream team at Benefit, adding that they “inspire me every day to do better and think differently. I will always be proud of the culture and the way we behave together”.