Anastasia Beverly Hills
| Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | January 1, 1997 in Beverly Hills, California, United States |
| Founder | Anastasia Soare |
| Headquarters | Beverly Hills , United States |
Area served | Worldwide (over 25 countries) |
Key people | Claudia Soare (Norvina) (President) |
| Products | Eyebrow-focused products, eyeshadow palettes, highlighters, glow kits |
Anastasia Beverly Hills (ABH) is a U.S.-based beauty brand best known for its eyebrow-focused products. Established in 1997 by Romanian entrepreneur Anastasia Soare in Beverly Hills, California, the company is currently headed by Soare's daughter, Claudia Soare—professionally known as Norvina—who holds the position of president. By 2023, ABH's market valuation was estimated at around $500 million, generating an annual turnover of $240 million.
History
The initial ABH salon opened in Beverly Hills in 1997, followed by the debut of its first product range in 2000. The brand distinguished itself with the introduction of the "Golden Ratio Eyebrow Shaping Method," a technique aimed at crafting proportionate and symmetrical eyebrows customized to each face shape. This innovation became a key differentiator for ABH within the cosmetics sector.
ABH experienced swift growth, expanding its catalog to over 485 items available through upwards of 2,000 retail outlets globally. These include prominent department stores and beauty chains such as Dillard’s, Macy’s, Nordstrom, Sephora, and ULTA. The company’s distribution network spans more than 25 countries worldwide.
In 2018, Anastasia Soare divested a minority share to private equity firm TPG Inc., marking a strategic move to fuel expansion and strengthen the company’s organizational framework.
Controversy
The release of the Subculture eyeshadow palette in July 2017 attracted negative feedback regarding its blending capabilities and fallout issues. ABH responded publicly with an apology issued through social media channels.
Collaborations
ABH has enhanced its brand visibility through partnerships with influential beauty personalities.
In 2016, the brand joined forces with "Makeup by Mario" to introduce a master eyeshadow palette, which was promoted via Kim Kardashian’s Snapchat account. Makeup artist Mario Dedivanovic, known for his work with Kardashian, named two palette shades after her.
The following year, ABH collaborated with Nicole Guerriero to produce a six-shade glow kit that received extensive promotion on Instagram by both collaborators.
In 2018, ABH worked with Amra Olevic (AmRezy) to design a shimmering gold highlighter formulated for diverse skin tones.
The 2019 collaborations included a partnership with Jackie Aina to create an eyeshadow palette catering specifically to deeper skin tones. Additionally, that year featured joint projects with YouTube personality Carli Bybel on a 14-color palette and drag performer Alyssa Edwards on a bold 14-pan collection.
In 2020, ABH reunited with AmRezy for the launch of a 16-shade eyeshadow palette.
In 2022, ABH revealed plans to collaborate with Los Angeles-based label Dundas on a gender-inclusive makeup line called Dundas Enhancers, scheduled for release in early 2023.
External links
- Short description with empty Wikidata description
- American brands
- American companies established in 2000
- Cosmetics companies of the United States
- Privately held companies based in California
- Cosmetics brands
- 1997 establishments in California
- Companies based in Beverly Hills, California
- Companies of the United States by year of establishment