 | |
| Company type | Private |
|---|---|
| Founded | 1997; 29 years ago (1997) |
| Headquarters | United States |
Area served | Worldwide |
Key people | Claudia Soare (president) |
| Products | Cosmetics |
| Revenue | $240 million[1] (Year ending March 2022) |
| Owner |
|
| Website | anastasiabeverlyhills |
Anastasia Beverly Hills, also known asABH, is an American cosmetics company best known for its eyebrow products. The company was founded byRomanian-bornAnastasia Soare in 1997, inBeverly Hills, California. Soare's daughter Claudia Soare, also known asNorvina, is the president of the company.[2] In 2023, the company was reported to be worth approximately $500 million, with $240 million in annual revenue.[3]
Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon inBeverly Hills.[4] The company's first product line was released in 2000.[5] 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.[4][6]
Since its launch, Anastasia Beverly Hills has grown to sell over 485 products in over 2,000 stores worldwide, includingDillard's,Macy's,Nordstrom,Sephora andULTA. Their products are also sold in over 25 countries.[4][6]
Soare sold a minority stake in the business to a private equity firm in 2018.[7]
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.[8]
ABH has collaborated with a few social media beauty influencers to create and promote new products.[9]
In 2016, ABH collaborated with "Makeup by Mario" to create a master eyeshadow palette. The palette was announced throughKim Kardashian’s Snapchat account, andMario Dedivanovic named two of the eyeshadows after her. Dedivanovic has been Kardashian's make-up artist for many years.[10]
In 2017, ABH collaborated with Nicole Guerriero to create a glow kit containing six highlighters. Guerriero and ABH both promoted the product onInstagram.[11]
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.[12]
In 2019, ABH collaborated with Jackie Aina to create an eyeshadow palette catering to darker skin tones, something ABH had neglected in the past.[13] Later that year, the brand collaborated with YouTuber Carli Bybel to create an eyeshadow palette with 14 shades.[14] Also in 2019, drag queenAlyssa Edwards released a 14 pan eyeshadow palette with ABH including a loud and campy range of shades.[15]
In 2020, ABH collaborated with AmRezy again to design a 16 shade eyeshadow palette.[16]
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 was set to launch in early 2023.[17]