Anastasia Beverly Hills

Overview

Anastasia Beverly Hills is an American cosmetics brand founded in 1997 that initially built its reputation as a specialist in eyebrow products and brow-shaping techniques. The brand has since expanded its portfolio to include eyeshadow, complexion, and lip products while maintaining its core focus on brows. ABH is recognized for richly pigmented, long-wearing formulas and holds a significant position in both professional makeup artist kits and consumer beauty routines.

History

Founded in 1997 by Anastasia Soare, the brand originated as a salon in Beverly Hills where Soare personally performed brow treatments and shaping services. Soare pioneered the Golden Ratio brow-shaping method, which became foundational to the brand's identity. The company expanded from salon services to a full cosmetics product line, with Soare's daughter Claudia (known as Norvina) serving as president. The brand celebrated its 20-year anniversary and has maintained cruelty-free certification throughout its operation.

Product Lines

Notable Products

• Brow Definer - Precision eyebrow pencil known for defining and shaping brows
• Eyeshadow Palettes - Multi-shade palettes with highly pigmented, blendable formulas
• Brow Pomade - Creamy brow product for sculpting and long-wear definition

Reputation

Anastasia Beverly Hills maintains a strong reputation among makeup artists and beauty enthusiasts for its high-performance brow products that deliver natural, lasting definition. The brand is recognized for user-friendly formulations and active engagement with the artist community through PR support. However, the brand has faced criticism for maintaining a 'we know best' attitude as it became the authority in brows and eyeshadow, with some perception of declining innovation in recent product releases.