Heidi Klum’s decade-long smash hit “Project Runway”—and its spinoffs “Project Runway All Stars,” and the latest, “Under the Gunn”—increasingly serve the beauty industry as a way to showcase top brands. The latest to join the lineup is Benefit Cosmetics, which previewed last night on mentor Tim Gunn’s new show. Mary Kay was featured on Season 3 of “Project Runway All Stars,” which just concluded. L’Oreal, Alterna and Alberto-Culver’s Tresemme have also been among those sharing the spotlight over the past years. P&G also took a turn for its home care division, as it offered advice on washing fine garments. Tresemme, for one, reported a boost in sales following its participation.