Anastasia Beverly Hills
An American cosmetics brand best known for professional-inspired eyebrow products and color cosmetics.
Last updated August 21, 2026
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Overview
Anastasia Beverly Hills, commonly abbreviated as ABH, is an American cosmetics brand founded by Romanian-born entrepreneur Anastasia Soare in 1997. The company originated in Beverly Hills, California, where Soare opened a flagship salon and developed a reputation for eyebrow shaping. Its early identity was built around the idea that brow design could be adapted to an individual’s facial proportions rather than treated as a one-style-fits-all beauty service. The approach became associated with the Golden Ratio Eyebrow Shaping Method, a brow-mapping system intended to create balance and symmetry by positioning the beginning, arch, and end of the brow in relation to the face. ABH introduced its first product line in 2000, translating the salon’s brow expertise into consumer products. Brow pencils, powders, gels, pomades, and related tools became the brand’s most recognizable offerings and helped establish it as a specialist in a category that had historically received less attention than complexion, eye, or lip makeup. The brand’s brow products are designed for several stages of brow styling, including filling sparse areas, adding definition, creating structure, and setting hairs in place. Over time, Anastasia Beverly Hills broadened its portfolio beyond eyebrows. Its assortment came to include eyeshadow palettes, highlighters, face products, lip color, brushes, and other color-cosmetics products. The brand became particularly visible for highly coordinated eyeshadow collections and collaborations with makeup artists, beauty creators, and entertainment personalities. These partnerships helped ABH participate in the social-media-driven beauty economy, in which product launches are often closely connected with tutorials, reviews, influencer communities, and limited or collection-based releases. The company’s distribution expanded from its own channels into major department stores, specialty beauty retailers, and mass specialty chains. Reference material describes the brand as offering more than 485 products through more than 2,000 stores worldwide, including Dillard’s, Macy’s, Nordstrom, Sephora, and Ulta, with sales in more than 25 countries. These figures describe the scale reported in the source material and are not treated as current independently verified operating data. Anastasia Soare remained closely associated with the brand’s identity, while her daughter Claudia Soare, also known as Norvina, became president. In 2018, Anastasia Soare sold a minority stake in the business to a private-equity firm; the available reference does not identify the investor or establish a current ownership structure. A 2023 report cited by the reference material estimated the company’s value at approximately $500 million and annual revenue at approximately $240 million. Those figures are reported estimates for that period rather than audited current financial disclosures. ABH’s positioning combines salon-derived brow authority with trend-oriented color cosmetics. Its best-known equity remains brow expertise, but its broader product architecture places it in the prestige and masstige makeup market, competing through recognizable palettes, creator collaborations, strong visual branding, and international retail distribution. The brand has also faced product-quality criticism, most notably after the 2017 Subculture eyeshadow palette launch, when online reviewers raised concerns about blendability and fallout and the company apologized on social media. In the 2020s, ABH continued extending its cultural and commercial reach through new partnerships, including a planned gender-neutral collection with Dundas and a 2025 partnership connected with Red Bull’s F1 Academy programs.
History
Anastasia Beverly Hills began in 1997 when Anastasia Soare opened a flagship salon in Beverly Hills, California. Soare, who was born in Romania, built the business around eyebrow shaping and a method she called the Golden Ratio Eyebrow Shaping Method. The method seeks to create facial balance by relating the proportions and placement of the brow to the individual face. This salon-based expertise gave the future cosmetics brand a clearly defined point of difference at a time when eyebrow services and brow-specific products were less prominent within mainstream beauty retail. The company released its first product line in 2000. Its initial consumer proposition translated professional brow shaping into products for home use. Brow pencils, powders, gels, pomades, and tools enabled customers to fill, shape, define, and set the eyebrows. This specialization became central to the company’s reputation and remains the foundation of its brand recognition. ABH subsequently expanded into wider color cosmetics, including eyeshadow palettes, highlighters, lip products, brushes, and other face and eye makeup. The brand’s palette business and creator collaborations helped it become prominent in online beauty culture. Partnerships with makeup artist Mario Dedivanovic, Nicole Guerriero, Amra Olevic, Jackie Aina, Carli Bybel, and Alyssa Edwards connected product development with tutorial culture and influencer-led discovery. Several collaborations were designed as distinctive, collection-based launches, including highlighter products, multi-shade eyeshadow palettes, and products intended to address particular aesthetic communities or complexion ranges. Distribution developed through the company’s website and a large network of beauty and department-store retailers. The reference material states that the brand sold more than 485 products in over 2,000 stores worldwide and reached more than 25 countries. Named retail partners include Dillard’s, Macy’s, Nordstrom, Sephora, and Ulta. These reported figures illustrate the brand’s international retail scale, although the available material does not provide a current audited count. Leadership remained tied to the founding family. Anastasia Soare founded the company, and her daughter Claudia Soare, known professionally as Norvina, became president. In 2018, Soare sold a minority stake to a private-equity firm. The reference material does not specify the firm, the transaction value, or the company’s complete current ownership structure. The brand experienced a notable product controversy in 2017 following the release of the Subculture eyeshadow palette. Online reviewers criticized the formula for excessive fallout and difficulty blending. Anastasia Beverly Hills apologized on social media, making the episode an important example of how digital reviews could rapidly affect the reputation of a beauty launch. In the 2020s, ABH continued to use partnerships to broaden its cultural relevance. It announced a gender-neutral makeup collaboration with Dundas, called Dundas Enhancers, for planned release in early 2023. In 2025, it signed a multi-year partnership connected with the Red Bull Academy Programme, supporting the Red Bull Racing and Visa Cash App Racing Bulls F1 Academy teams. The available sources do not establish a complete account of later ownership, financial performance, executive changes, or the commercial outcome of every collaboration.
- 2025
Red Bull Academy partnership announced
[1]The company announced a multi-year partnership supporting two Red Bull-linked F1 Academy teams.
- 2022
Dundas collaboration announced
[1]ABH announced a gender-neutral makeup collaboration with Dundas, named Dundas Enhancers.
- 2018
Minority stake transaction
[1]Anastasia Soare sold a minority stake in the business to a private-equity firm.
- 2017
Subculture palette controversy
[1]The Subculture eyeshadow palette received online criticism for fallout and blendability, followed by a company apology.
- 2016
Makeup by Mario collaboration
[1]ABH collaborated with makeup artist Mario Dedivanovic on a master eyeshadow palette.
- 2000
First product line released
[1]The company introduced its first consumer product line, translating its salon brow expertise into retail cosmetics.
- 1997
Company founded in Beverly Hills
[1]Anastasia Soare founded the business after opening a flagship Beverly Hills salon focused on eyebrow shaping.
Products and positioning
A prestige-oriented cosmetics brand rooted in salon-developed brow expertise and expanded into trend-led eye, face, and lip makeup.
Eyebrow cosmetics · 2000
Brow makeup
ABH’s foundational category includes pencils, powders, gels, pomades, and related tools. These products support brow mapping, filling, shaping, definition, and setting. The line extends the brand’s salon heritage into at-home application and remains the product family most strongly associated with Anastasia Beverly Hills.
Eye makeup
Eyeshadow palettes
Eyeshadow palettes became a major expansion beyond brow products. ABH palettes typically organize multiple shades into coordinated collections for creating varied eye looks. The category has included both internally developed ranges and collaborations with makeup artists, influencers, and entertainers.
Face makeup · 2017
Highlighters and glow products
The brand’s highlighter assortment includes glow-focused products designed to add reflective finish and emphasis to areas of the face. Collaborative examples include the Nicole Guerriero Glow Kit and the AmRezy highlighter, which helped connect the category with creator-led product launches.
Lip makeup
Lip products
Lip color forms part of ABH’s broader color-cosmetics portfolio. These products extend the brand beyond its brow and eye specialization and can be used alongside its palettes and complexion products to create complete makeup looks.
Gender-neutral makeup · 2023
Dundas Enhancers
Dundas Enhancers is the name given to a planned collaboration between Anastasia Beverly Hills and Los Angeles-based brand Dundas. The collection was announced as a gender-neutral makeup project and was intended for launch in early 2023.
Controversies
2017
Subculture eyeshadow palette quality controversy
After the Subculture palette was released, online reviewers criticized the eyeshadows for excessive fallout and poor blendability. Anastasia Beverly Hills apologized on social media. The episode became a prominent example of the reputational exposure created by digitally amplified beauty-product reviews.
Marketing campaigns
- 2026Kiss Theory special livery collaboration
United Kingdom · International motorsport audience
For the F1 Academy round at Silverstone, ABH collaborated with Visa Cash App Racing Bulls on a one-off special livery promoting the Kiss Theory lip balm.
- 2025Red Bull Academy Programme partnership
International · Formula 1 and F1 Academy audiences
ABH signed a multi-year partnership to support the Red Bull Racing and Visa Cash App Racing Bulls F1 Academy teams. The partnership connected the cosmetics brand with a female-only, Formula 4-level single-seater championship.
- 2020AmRezy Eyeshadow Palette
International beauty markets
ABH and AmRezy collaborated again on a 16-shade eyeshadow palette.
- 2019Jackie Aina Palette
International beauty markets
ABH worked with Jackie Aina on an eyeshadow palette intended to serve a broader range of darker skin tones.
- 2019Carli Bybel Palette
International beauty markets
The brand collaborated with YouTuber Carli Bybel on a 14-shade eyeshadow palette.
- 2019Alyssa Edwards Palette
International beauty markets
Drag performer Alyssa Edwards collaborated with ABH on a 14-pan eyeshadow palette characterized by a vivid, theatrical color range.
- 2018AmRezy Highlighter
International beauty markets
The company collaborated with Amra Olevic, known as AmRezy, on a single highlighter with a sparkly gold finish.
- 2017Nicole Guerriero Glow Kit
United States · Social media beauty market
ABH and beauty creator Nicole Guerriero promoted a six-highlighter Glow Kit through Instagram and related influencer channels.
- 2016Makeup by Mario Master Palette
United States · Social media and beauty retail markets
ABH partnered with makeup artist Mario Dedivanovic on a master eyeshadow palette. The launch was announced through Kim Kardashian’s Snapchat account, linking the product to a highly visible celebrity and professional-makeup network.
Brand decisions
2025
Enter a multi-year F1 Academy partnershipOtherBackground
The brand was seeking visibility beyond traditional beauty retail and social-media creator collaborations.
Action taken
ABH partnered with the Red Bull Academy Programme to support the Red Bull Racing and Visa Cash App Racing Bulls F1 Academy teams.
Aftermath
The partnership expanded ABH’s sponsorship presence into women’s motorsport. A later Silverstone activation was announced around the Kiss Theory lip balm.
2022
Pursue gender-neutral makeup positioning with DundasStrategyBackground
ABH was extending beyond its established brow and conventional color-cosmetics categories through cultural and brand collaborations.
Action taken
The company announced the Dundas Enhancers collaboration with Los Angeles-based brand Dundas as a gender-neutral makeup collection planned for early 2023.
Aftermath
The available sources do not confirm the collection’s final launch details or commercial performance.
2018
Sell a minority stake to private equityM&ABackground
The privately held brand had expanded from a salon-based business into an international cosmetics company.
Action taken
Anastasia Soare sold a minority stake in the business to a private-equity firm.
Aftermath
The transaction introduced an outside financial investor, but the available reference does not specify the investor, transaction value, or subsequent ownership changes.
2000
Translate salon brow expertise into consumer productsProduct launchBackground
The company had established its initial identity through Anastasia Soare’s Beverly Hills salon and eyebrow-shaping method.
Action taken
ABH released its first product line, centered on products that enabled consumers to shape and define their eyebrows at home.
Aftermath
The product launch established brow cosmetics as the brand’s core commercial and reputational category.
Recent events
Anastasia Beverly Hills launches The Brow App[3]
Reported:
Anastasia Beverly Hills launched The Brow App, an eyebrow-grooming app with augmented-reality try-on, tutorials, product recommendations and virtual appointment booking.
Sources3 sources
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