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Anastasia Beverly Hills has solidified itself as a leader in the beauty world, offering transformative products that enhance and define natural beauty. ABH ensures that every makeup lover can express themselves effortlessly.

Andrew Bennett

March 18, 2025

3Min Reads

Beauty

Image courtesy of claudiasoare

Anastasia Beverly Hills, also known as ABH, is an American cosmetics company best known for its eyebrow products. The company was founded by Romanian-born Anastasia Soare in 1997, in Beverly Hills, California. Soare's daughter Claudia Soare, also known as Norvina, is the president of the company. In 2023, the company was reported to beii worth approximately $500 million, with $240 million in annual revenue.

History

Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon in Beverly Hills. The company's first product line was released in 2000. The brand has become known for its eyebrow products and for introducing a new brow-shaping service to customers, the "Golden Ratio Eyebrow Shaping Method." The Method aims to find balance, symmetry, and beauty through the creation of arches that perfectly frame any face shape.

Since its launch, Anastasia Beverly Hills has grown to sell over 485 products in over 2,000 stores worldwide, including Dillard’s, Macy’s, Nordstrom, Sephora, and ULTA. Their products are also sold in over 25 countries.

Soare sold a minority stake in the business to a private equity firm in 2018.

The Legacy of Brow Perfection

Anastasia Soare’s unique approach to eyebrow shaping, based on the Golden Ratio technique, catapulted her brand to success. The Dipbrow Pomade, Brow Wiz, and Clear Brow Gel have become cult favorites, making it easier than ever to achieve perfectly sculpted brows. These products have set a new standard, influencing other brands to focus on brow cosmetics.

Expanding into Full-Face Glam

Beyond brows, ABH has crafted some of the most beloved makeup essentials. The Modern Renaissance Eyeshadow Palette remains a staple in beauty enthusiasts’ collections, with its warm, blendable shades perfect for day-to-night transitions. Other fan-favorites include the Soft Glam Palette, Luminous Foundation, and Liquid Lipsticks, all known for their rich pigmentation and luxurious formulas.

Top 10 Best-Selling Products from ABH

If you're looking to explore the best of Anastasia Beverly Hills, here are the top 10 best-selling products that have won the hearts of makeup lovers worldwide:

Dipbrow Pomade – A waterproof, long-lasting formula for perfectly defined brows.
Brow Wiz – Ultra-fine, retractable pencil for precise brow detailing.
Modern Renaissance Eyeshadow Palette – A must-have warm-toned palette with rich, blendable pigments.
Soft Glam Eyeshadow Palette – A versatile collection of neutral and glam shades for any occasion.
Clear Brow Gel – A lightweight gel to set and hold brows in place all day.
Luminous Foundation – A medium-coverage foundation with a natural, radiant finish.
Liquid Lipstick – A long-wearing, full-pigment matte liquid lipstick available in various shades.
Norvina Pro Pigment Palette – A vibrant, professional-grade palette designed for bold and artistic looks.
Contour Kit – A six-shade contour and highlight palette for sculpting and enhancing facial features.
Loose Setting Powder – A finely milled, lightweight powder that blurs imperfections and sets makeup flawlessly.

The Influence of Social Media and Celebrity Collaborations

ABH has effectively utilized social media to maintain its dominance, collaborating with influencers and celebrities to promote its products. Iconic partnerships, such as the Norvina Collection (named after Anastasia’s daughter and brand president, Norvina Soare), have expanded the brand’s creative reach, introducing bold colors and artistic innovations.

The Commitment to Inclusivity and Quality

One of ABH’s strengths lies in its dedication to inclusivity, offering a wide range of shades for diverse skin tones. Their foundation and concealer lines provide options for every complexion, ensuring that beauty remains accessible to all.