Anastasia Beverly Hills

Source: Wikipedia, the free encyclopedia.
Anastasia Beverly Hills
Founded1997; 27 years ago (1997)
HeadquartersUnited States
Area served
Worldwide
Key people
Claudia Soare (president)
ProductsCosmetics
Revenue$240 million[1] (Year ending March 2022)
Owner
Websiteanastasiabeverlyhills.com

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.[2] In 2023, the company was reported to be worth approximately $500 million, with $240 million in annual revenue.[3]

History

Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon in

Beverly 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, including

ULTA. 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]

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.[8]

Collaborations

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 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.[10]

In 2017, ABH collaborated with Nicole Guerriero to create a glow kit containing six highlighters. Guerriero and ABH both promoted the product on Instagram.[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 queen Alyssa 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 is set to launch in early 2023.[17]

References

  1. ^ "Anastasia Soare". Forbes. Retrieved 18 February 2024.
  2. ^ "Update: Anastasia Beverly Hills About Us Page". Anastasia Beverly Hills. Retrieved 4 March 2019.
  3. ^ "Anastasia Soare". Forbes. Retrieved 2024-02-13.
  4. ^ a b c "About Anastasia Beverly Hills". Anastasia Beverly Hills. n.d. Retrieved 2 March 2019.
  5. ^ Morris, Olivia (2021-06-17). "The real story behind Anastasia Soare's journey to becoming a beauty billionaire". Emirates Woman. Retrieved 2023-02-28.
  6. ^ a b Berg, Madeline. "America's Newest Beauty Billionaire Built An Empire Targeting Women's Eyebrows". Forbes. Retrieved 12 November 2018.
  7. ^ 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.
  8. ^ Stiegman, Kelsey (16 August 2017). "Anastasia Beverly Hills Apologizes After Subculture Backlash: 'We Have the Best Intentions". Seventeen. Retrieved 12 November 2018.
  9. ^ Ratnaparkhe, Tanmay (2023-01-25). "Anastasia Beverly Hills Instagram marketing strategy". Social Media Marketing | Predis.ai. Retrieved 2023-02-28.
  10. ^ 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.
  11. ^ Simmons, Shea (20 February 2017). "ABH x Nicole Guerriero Is Coming Soon". Bustle. Retrieved 12 November 2018.
  12. ^ 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.
  13. ^ Prinzivalli, Leah (5 August 2019). "Jackie Aina Gave Us All the Details on Her Anastasia Beverly Hills Palette". Allure.
  14. ^ 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.
  15. ^ "Alyssa Edwards Is Launching An Anastasia Beverly Hills Eyeshadow Palette". 21 May 2019.
  16. ^ Noble, Audrey (14 January 2020). "AmRezy Just Dropped a New Palette With Anastasia Beverly Hills". Allure. Retrieved 2020-02-09.
  17. ^ S, Conti (3 October 2022). "EXCLUSIVE: Dundas Creates Unisex Makeup With Anastasia Beverly Hills". WWD. Retrieved December 24, 2022.

External links

Official website

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