Anastasia Beverly Hills

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.[1] In 2018, the company was reported to be worth $3 billion and have over $200 million in operating income.[2]

Anastasia Beverly Hills
TypePrivate
Founded1997 (1997)
HeadquartersUnited States
Area served
Worldwide
Key people
Claudia Soare (president)
ProductsCosmetics
OwnerAnastasia Soare
Websiteanastasiabeverlyhills.com

Background

Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon in Beverly Hills.[3] The company's first product line was released in 2000.[4] 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 finding balance, symmetry, and beauty through the creation of arches that perfectly frame any face shape.[3][5]

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.[3][5]

Controversy

In July 2017, ABH released the Subculture eyeshadow palette. Online reviewers criticized the poor blendability and excessive fallout of the eyeshadows, leading the company to apologize on social media.[6]

Collaborations

ABH has collaborated with a few social media beauty influencers to create and promote new products.[7]

In 2016, ABH collaborated with "Makeup by Mario" to create a master eyeshadow palette. The palette was announced through Kim Kardashian’s Snapchat account, and Mario named two of the eyeshadows after her. Mario Dedivanovic has been Kardashian's make-up artist for many years.[8]

In 2017, ABH collaborated with Nicole Guerriero to create a glow kit containing six highlighters. Guerriero and ABH both promoted the product on Instagram.[9]

In 2018, ABH collaborated with Amra Olevic, also known as AmRezy, to create an individual highlighter. The highlight/illuminator is sparkly, with a gold finish. It is suitable for all skin types.[10]

In 2019, ABH collaborated with Jackie Aina to create an eyeshadow palette catering to darker skin tones, something ABH had neglected in the past.[11] Later that year, the brand collaborated with YouTuber Carli Bybel to create an eyeshadow palette with 14 shades.[12] Also in 2019, drag queen Alyssa Edwards released a 14 pan eyeshadow palette with ABH including a loud and campy range of shades.[13]

In 2020, ABH collaborated with AmRezy again to design a 16 shade eyeshadow palette.[14]

In 2022, ABH announced its collaboration with Los Angeles-based brand Dundas to launch its gender-neutral makeup collection. Called the Dundas Enhancers, this collection is set to launch in early 2023.[15]

References
  1. "Update: Anastasia Beverly Hills About Us Page". Anastasia Beverly Hills. Anastasia Beverly Hills. Retrieved 4 March 2019.
  2. Hirsch, Lauren (8 May 2018). "TPG Capital nears stake in Anastasia Beverly Hills that could value company at $3 billion". CNBC. NBCUniversal. Retrieved 2 March 2019.
  3. "About Anastasia Beverly Hills". Anastasia Beverly Hills. Anastasia Beverly Hills. n.d. Retrieved 2 March 2019.
  4. Morris, Olivia (2021-06-17). "The real story behind Anastasia Soare's journey to becoming a beauty billionaire". Emirates Woman. Retrieved 2023-02-28.
  5. Berg, Madeline. "America's Newest Beauty Billionaire Built An Empire Targeting Women's Eyebrows". Forbes. Retrieved 12 November 2018.
  6. Stiegman, Kelsey (16 August 2017). "Anastasia Beverly Hills Apologizes After Subculture Backlash: 'We Have the Best Intentions". Seventeen. Seventeen. Retrieved 12 November 2018.
  7. Ratnaparkhe, Tanmay (2023-01-25). "Anastasia Beverly Hills Instagram marketing strategy". Social Media Marketing | Predis.ai. Retrieved 2023-02-28.
  8. Jacques, Renee (27 July 2016). "Update: The Mario Dedivanovic x Anastasia Beverly Hills Master Palette Is Out Tomorrow". Allure. Allure Magazine. Retrieved 12 November 2018.
  9. Simmons, Shea. "ABH x Nicole Guerriero Is Coming Soon". Bustle. Bustle. Retrieved 12 November 2018.
  10. Messina, Victoria (16 February 2018). "Warning: Anastasia Beverly Hills's New Highlighter Is So Effing Shiny, It May Blind You". POPSUGAR Tech. Retrieved 12 November 2018.
  11. Prinzivalli, Leah (5 August 2019). "Jackie Aina Gave Us All the Details on Her Anastasia Beverly Hills Palette". Allure.
  12. Dall'Asen, Nicola (3 October 2019). "Carli Bybel Gave Us All the Details About Her New Anastasia Beverly Hills Eye Shadow Palette". Allure. Retrieved 2020-02-09.
  13. "Alyssa Edwards Is Launching An Anastasia Beverly Hills Eyeshadow Palette". 21 May 2019.
  14. Noble, Audrey (14 January 2020). "AmRezy Just Dropped a New Palette With Anastasia Beverly Hills". Allure. Retrieved 2020-02-09.
  15. S, Conti (3 October 2022). "EXCLUSIVE: Dundas Creates Unisex Makeup With Anastasia Beverly Hills". WWD. Retrieved December 24, 2022.

Official website

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