Anastasia Beverly Hills

SUMMARY

Anastasia Beverly Hills is a globally recognised cosmetics brand founded in Beverly Hills, California in 1997 by Romanian‑American beauty entrepreneur Anastasia Soare. The brand built its reputation by pioneering eyebrow‑shaping techniques and brow‑specific products, particularly through Soare’s patented Golden Ratio Eyebrow Shaping Method. Over time it expanded into colour cosmetics, eyes‑shadow palettes, face and lip lines, and positioned itself as a prestige beauty house with worldwide distribution, influencer collaborations and a strong digital media presence.

HISTORY

Anastasia Soare studied art history and architecture in Romania, emigrated to the United States and began working as an aesthetician in Los Angeles. She observed that eyebrows were an under‑explored area in beauty, and in the early 1990s developed a brow‑shaping method based on the golden ratio. In 1992 she rented a room in a Beverly Hills salon and started offering a dedicated eyebrow service. She gained celebrity clients early on, which helped raise her profile as an eyebrow specialist.

In 1997 Soare opened her flagship salon in Beverly Hills and launched the Anastasia Beverly Hills brand. The brand’s early product lines focused on eyebrow pencils, powders, and pomades, addressing a gap in the market. By the early 2000s the brand had grown from brow services to retail products. In 2004 it struck deals with major chains to begin widespread distribution beyond the salon. In 2014 the brand further expanded into colour cosmetics with major product launches (for example the Contour Powder Kit) and cultivated a strong social‑media presence, which helped fuel global growth.

In 2018 the company sold a minority stake to private equity, signalling its maturation and investment appeal. In more recent years the brand has continued to diversify, launching foundations, lip lines and face products, entering new markets and geographies, as well as collaborating with influencers and other brands. Sustainability and cruelty‑free credentials have been addressed, although independent ratings suggest gaps in transparency. Major collaborations have been a feature: for example the brand worked with influencer Nicole Guerriero in 2017, with Jackie Aina in 2019.

Per the website: “Every product Anastasia creates is made with extreme purpose, detail and design so you get gorgeous, pro-level results without being a pro. Every formula, every shade, every tool is powerful enough to be used by a master artist, yet effortless enough to be used by a beginner. With 25 years of innovation and experience, it’s no surprise that Anastasia has consistently disrupted the industry and re-defined prestige makeup.”

VISION

Anastasia Soare conceived the brand with the belief that the eyebrow is a structural element of the face which, when properly shaped, enhances harmony, balance and natural beauty. Her background in art and architecture informed this view and she viewed brow shaping not merely as cosmetic tweezing but as design. She envisioned a brand that empowers people worldwide to frame their faces according to proportion and symmetry, offering both education (via brow services) and accessible products. This dual focus of professional artistry plus retail allowed the brand to bridge the salon and mass‑market.

MISSION STATEMENT

The mission of Anastasia Beverly Hills is to “enable every person to feel confident in their features and to make beauty rituals both purposeful and empowering”. In practical terms this means offering tools, education and services that help users enhance their key features — starting with brows and expanding into face, eyes, lips. A second element of the mission is to set standards in product performance, shade range, professional quality and innovation while maintaining democratic access: professional‑grade formulas available through retail channels and digital platforms, so that both makeup artists and consumers benefit.

KEY TEAM

• Anastasia Soare — Founder & CEO, Anastasia Beverly Hills.
• Claudia Norvina Soare — President & Creative Director, Anastasia Beverly Hills.

PRODUCTS AND SERVICES

Anastasia Beverly Hills began with brow‑shaping services in the salon and an eyebrow‑focused product line (such as pencils, powders, pomades). The signature “Golden Ratio Eyebrow Shaping Method” underpins the brand’s foundational serviceS. From brow products the brand expanded into colour cosmetics: eyeshadow palettes (including the Norvina Pro Pigment series), contour kits, glow/highlight kits, foundations and lip products. Services now include brow studio offerings (in flagship salons), online tutorials and digital tools (shade‑finders, brow quizzes), plus retail and e‑commerce worldwide. The brand also offers seasonal limited‑edition collections and influencer‑driven collaborations, which create buzz and drive product launches.

AWARDS AND RECOGNITION

Anastasia Beverly Hills has received numerous awards and industry recognition. For instance, the brand won two of the “Allure Best of Beauty Awards” — including for a stick foundation and for Brow Freeze® Gel. The brand has also been recognised for digital innovation and beauty‑brand leadership: it was named “Brand of the Year” by Fashion & Beauty Awards in 2018, for its pioneering brow category and digital marketing. In 2021 the brand committed major grants to black female‑owned small businesses (“ABH Grant Initiative”), signalling recognition of its social responsibility. The Anastasia Beverly Hills Grant Initiative fulfills the company’s $1 million commitment to the fight against institutional racism, oppression, and injustice, and follows a combined donation of $550,000 to mental health and social initiatives that support marginalized communities, and five organizations at the forefront of the Black Lives Matter movement.