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{{short description|American cosmetics company}}
{{Short description|American cosmetics company}}
{{Infobox company
{{Infobox company
| name = Anastasia Beverly Hills
| name = Anastasia Beverly Hills
| type = [[Private company|Private]]
| type = [[Private company|Private]]
| logo = Anastasia Beverly Hills Logo.svg
| logo = Anastasia Beverly Hills Logo.svg
| products = [[Cosmetics]]
| products = [[Cosmetics]]
| revenue = $240 million<ref >{{cite web | title=Anastasia Soare | website=Forbes| url=https://www.forbes.com/profile/anastasia-soare/?sh=34bac7d82fca | access-date=18 February 2024}}</ref>
| owner = [[Anastasia Soare]]
| revenue_year = Year ending March 2022
⚫
| key_people = Claudia Soare (president)
| owner = {{unbulleted list|[[Anastasia Soare]]|[[TPG Inc.]] (minority stake)}}
⚫
| location = United States
⚫
| key_people = [[Claudia Soare]] (president)
⚫
| founded = {{start date and age|1997}}
⚫
| location = United States
⚫
| area_served = Worldwide
⚫
| founded = {{start date and age|1997}}
⚫
| website = {{URL|anastasiabeverlyhills.com}}
⚫
| area_served = Worldwide
⚫
| website = {{URL|anastasiabeverlyhills.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.<ref>{{cite web |title=Update: Anastasia Beverly Hills About Us Page. |url=https://www.anastasiabeverlyhills.com/about-us.html |website=Anastasia Beverly Hills |publisher=Anastasia Beverly Hills |access-date=4 March 2019}}</ref> In 2018, the company was reported to be worth $3 billion and have over $200 million in operating income.<ref>{{cite web |url=https://www.cnbc.com/2018/05/08/tpg-capital-nears-stake-in-anastasia-beverly-hills.html |title=TPG Capital nears stake in Anastasia Beverly Hills that could value company at $3 billion |author=Hirsch, Lauren |date=8 May 2018 |website=CNBC |publisher=NBCUniversal |access-date=2 March 2019}}</ref>
'''Anastasia Beverly Hills''', also known as '''ABH''', is an American cosmetics company best known for its eyebrow products. The company was founded by [[Romania]]n-born [[Anastasia Soare]] in 1997, in [[Beverly Hills, California]]. Soare's daughter Claudia Soare, also known as [[Norvina]], is the president of the company.<ref>{{cite web |title=Update: Anastasia Beverly Hills About Us Page. |url=https://www.anastasiabeverlyhills.com/about-us.html |website=Anastasia Beverly Hills |access-date=4 March 2019}}</ref> In 2023, the company was reported to be worth approximately $500 million, with $240 million in annual revenue.<ref>{{Cite web |title=Anastasia Soare |url=https://www.forbes.com/profile/anastasia-soare/ |access-date=2024-02-13 |website=Forbes |language=en}}</ref>


==Background==
==History==
Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon in [[Beverly Hills]].<ref name="History">{{cite web |url=https://www.anastasiabeverlyhills.com/about-us.html |title=About Anastasia Beverly Hills |author=<!--Not stated--> |date=n.d. |website=Anastasia Beverly Hills |publisher=Anastasia Beverly Hills |access-date=2 March 2019}}</ref> The company's first product line was released in 2000. 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.<ref name="History" /><ref name="Forbes">{{cite web |last1=Berg |first1=Madeline |title=America's Newest Beauty Billionaire Built An Empire Targeting Women's Eyebrows.
Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon in [[Beverly Hills]].<ref name="History">{{cite web |url=https://www.anastasiabeverlyhills.com/about-us.html |title=About Anastasia Beverly Hills |author=<!--Not stated--> |date=n.d. |website=Anastasia Beverly Hills |access-date=2 March 2019}}</ref> The company's first product line was released in 2000.<ref>{{Cite web |last=Morris |first=Olivia |date=2021-06-17 |title=The real story behind Anastasia Soare's journey to becoming a beauty billionaire |url=https://emirateswoman.com/interview-founder-of-anastasia-beverly-hills-anastasia-soare/ |access-date=2023-02-28 |website=Emirates Woman |language=en}}</ref> 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.<ref name="History" /><ref name="Forbes">{{cite web |last1=Berg |first1=Madeline |title=America's Newest Beauty Billionaire Built An Empire Targeting Women's Eyebrows.
|url=https://www.forbes.com/sites/maddieberg/2018/05/11/americas-newest-beauty-billionaire-built-an-empire-targeting-womens-eyebrows/#568045b060d9 |website=Forbes |access-date=12 November 2018}}</ref>
|url=https://www.forbes.com/sites/maddieberg/2018/05/11/americas-newest-beauty-billionaire-built-an-empire-targeting-womens-eyebrows/#568045b060d9 |website=Forbes |access-date=12 November 2018}}</ref>


Since its launch, Anastasia Beverly Hills has grown to sell over 485 products in over 2,000 stores worldwide, including [[Dillard’s]], [[Macy’s]], [[Nordstrom]], [[Sephora]] and [[ULTA]]. Their products are also sold in over 25 countries.<ref name="History" /><ref name="Forbes" />
Since its launch, Anastasia Beverly Hills has grown to sell over 485 products in over 2,000 stores worldwide, including [[Dillard’s]], [[Macy’s]], [[Nordstrom]], [[Sephora]] and [[ULTA]]. Their products are also sold in over 25 countries.<ref name="History" /><ref name="Forbes" />

Soare sold a minority stake in the business to a private equity firm in 2018.<ref>{{cite web |author=Hirsch, Lauren |date=8 May 2018 |title=TPG Capital nears stake in Anastasia Beverly Hills that could value company at $3 billion |url=https://www.cnbc.com/2018/05/08/tpg-capital-nears-stake-in-anastasia-beverly-hills.html |access-date=2 March 2019 |website=CNBC |publisher=NBCUniversal}}</ref>


==Controversy==
==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.<ref>{{cite web |last1=Stiegman |first1=Kelsey |title=Anastasia Beverly Hills Apologizes After Subculture Backlash: 'We Have the Best Intentions |url=http://www.seventeen.com/beauty/makeup-skincare/a12014627/anastasia-beverly-hills-apologizes-for-subculture-palette/ |website=Seventeen |date=16 August 2017 |publisher=Seventeen |access-date=12 November 2018}}</ref>
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.<ref>{{cite web |last1=Stiegman |first1=Kelsey |title=Anastasia Beverly Hills Apologizes After Subculture Backlash: 'We Have the Best Intentions |url=http://www.seventeen.com/beauty/makeup-skincare/a12014627/anastasia-beverly-hills-apologizes-for-subculture-palette/ |website=Seventeen |date=16 August 2017 |access-date=12 November 2018}}</ref>


==Collaborations==
==Collaborations==
ABH has collaborated with a few social media beauty influencers to create and promote new products.
ABH has collaborated with a few social media beauty influencers to create and promote new products.<ref>{{Cite web |last=Ratnaparkhe |first=Tanmay |date=2023-01-25 |title=Anastasia Beverly Hills Instagram marketing strategy |url=https://predis.ai/resources/anastasia-beverly-hills-instagram-marketing-strategy/ |access-date=2023-02-28 |website=Social Media Marketing {{!}} Predis.ai |language=en-US}}</ref>


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.<ref>{{cite web |last1=Jacques |first1=Renee |title=Update: The Mario Dedivanovic x Anastasia Beverly Hills Master Palette Is Out Tomorrow. |url=http://www.allure.com/story/mario-dedivanovic-anastasia-beverly-hills-eyeshadow-palette?verso=true |website=Allure |date=27 July 2016 |publisher=Allure Magazine |access-date=12 November 2018}}</ref>
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.<ref>{{cite web |last1=Jacques |first1=Renee |title=Update: The Mario Dedivanovic x Anastasia Beverly Hills Master Palette Is Out Tomorrow. |url=http://www.allure.com/story/mario-dedivanovic-anastasia-beverly-hills-eyeshadow-palette?verso=true |website=Allure |date=27 July 2016 |publisher=Allure Magazine |access-date=12 November 2018}}</ref>


In 2017, ABH collaborated with Nicole Guerriero to create a glow kit containing six highlighters. Guerriero and ABH both promoted the product on [[Instagram]].<ref>{{cite web |last1=Simmons |first1=Shea |title=ABH x Nicole Guerriero Is Coming Soon |url=http://www.bustle.com/p/when-does-the-anastasia-beverly-hills-x-nicole-guerriero-glow-kit-come-out-mark-your-calendars-fans-39296 |website=Bustle |publisher=Bustle |access-date=12 November 2018}}</ref>
In 2017, ABH collaborated with Nicole Guerriero to create a glow kit containing six highlighters. Guerriero and ABH both promoted the product on [[Instagram]].<ref>{{cite web |last1=Simmons |first1=Shea |title=ABH x Nicole Guerriero Is Coming Soon |url=http://www.bustle.com/p/when-does-the-anastasia-beverly-hills-x-nicole-guerriero-glow-kit-come-out-mark-your-calendars-fans-39296 |website=Bustle |date=20 February 2017 |access-date=12 November 2018}}</ref>


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.<ref>{{cite web |last1=Messina |first1=Victoria |title=Warning: Anastasia Beverly Hills's New Highlighter Is So Effing Shiny, It May Blind You. |url=http://www.popsugar.com/beauty/Anastasia-Beverly-Hills-AmRezy-Highlighter-44536026 |website=POPSUGAR Tech |date=16 February 2018 |access-date=12 November 2018}}</ref>
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.<ref>{{cite web |last1=Messina |first1=Victoria |title=Warning: Anastasia Beverly Hills's New Highlighter Is So Effing Shiny, It May Blind You. |url=http://www.popsugar.com/beauty/Anastasia-Beverly-Hills-AmRezy-Highlighter-44536026 |website=POPSUGAR Tech |date=16 February 2018 |access-date=12 November 2018}}</ref>


In 2019, ABH collaborated with Jackie Aina to create an eyeshadow palette catering to darker skin tones, something ABH had neglected in the past.<ref>{{Cite web|url=https://www.allure.com/story/jackie-aina-anastasia-beverly-hills-eye-shadow-palette-interview|title=Jackie Aina Gave Us All the Details on Her Anastasia Beverly Hills Palette|first=Leah|last=Prinzivalli|website=Allure|date=5 August 2019 }}</ref> Later that year, the brand collaborated with YouTuber Carli Bybel to create an eyeshadow palette with 14 shades.<ref>{{Cite web|url=https://www.allure.com/story/carli-bybel-anastasia-beverly-hills-eye-shadow-palette-interview|title=Carli Bybel Gave Us All the Details About Her New Anastasia Beverly Hills Eye Shadow Palette|last=Dall'Asen|first=Nicola|website=Allure|date=3 October 2019 |language=en|access-date=2020-02-09}}</ref>
In 2019, ABH collaborated with Jackie Aina to create an eyeshadow palette catering to darker skin tones, something ABH had neglected in the past.<ref>{{Cite web|url=https://www.allure.com/story/jackie-aina-anastasia-beverly-hills-eye-shadow-palette-interview|title=Jackie Aina Gave Us All the Details on Her Anastasia Beverly Hills Palette|first=Leah|last=Prinzivalli|website=Allure|date=5 August 2019 }}</ref> Later that year, the brand collaborated with YouTuber Carli Bybel to create an eyeshadow palette with 14 shades.<ref>{{Cite web|url=https://www.allure.com/story/carli-bybel-anastasia-beverly-hills-eye-shadow-palette-interview|title=Carli Bybel Gave Us All the Details About Her New Anastasia Beverly Hills Eye Shadow Palette|last=Dall'Asen|first=Nicola|website=Allure|date=3 October 2019 |language=en|access-date=2020-02-09}}</ref>
Also in 2019, drag queen [[Alyssa Edwards]] released a 14 pan eyeshadow palette with ABH including a loud and campy range of shades.<ref>{{Cite web |title=Alyssa Edwards Is Launching An Anastasia Beverly Hills Eyeshadow Palette |date=21 May 2019 |url=https://www.elle.com/beauty/makeup-skin-care/a27526493/alyssa-edwards-anastasia-beverly-hills-eyeshadow-palette/}}</ref>
Also in 2019, drag queen [[Alyssa Edwards]] released a 14 pan eyeshadow palette with ABH including a loud and campy range of shades.<ref>{{Cite web |title=Alyssa Edwards Is Launching An Anastasia Beverly Hills Eyeshadow Palette |date=21 May 2019 |url=https://www.elle.com/beauty/makeup-skin-care/a27526493/alyssa-edwards-anastasia-beverly-hills-eyeshadow-palette/}}</ref>


In 2020, ABH collaborated with AmRezy again to design a 16 shade eyeshadow palette.<ref>{{Cite web|url=https://www.allure.com/story/amrezy-anastasia-beverly-hills-eye-shadow-palette-interview|title=AmRezy Just Dropped a New Palette With Anastasia Beverly Hills|last=Noble|first=Audrey|website=Allure|date=14 January 2020 |language=en|access-date=2020-02-09}}</ref>
In 2020, ABH collaborated with AmRezy again to design a 16 shade eyeshadow palette.<ref>{{Cite web|url=https://www.allure.com/story/amrezy-anastasia-beverly-hills-eye-shadow-palette-interview|title=AmRezy Just Dropped a New Palette With Anastasia Beverly Hills|last=Noble|first=Audrey|website=Allure|date=14 January 2020 |language=en|access-date=2020-02-09}}</ref>


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.<ref>{{cite web |last1=S |first1=Conti |title=EXCLUSIVE: Dundas Creates Unisex Makeup With Anastasia Beverly Hills |url=https://wwd.com/beauty-industry-news/beauty-features/exclusive-dundas-creates-gender-neutral-makeup-with-anastasia-beverly-hills-1235366107/ |website=WWD |date=3 October 2022 |access-date=December 24, 2022}}</ref>
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.<ref>{{cite web |last1=S |first1=Conti |title=EXCLUSIVE: Dundas Creates Unisex Makeup With Anastasia Beverly Hills |url=https://wwd.com/beauty-industry-news/beauty-features/exclusive-dundas-creates-gender-neutral-makeup-with-anastasia-beverly-hills-1235366107/ |website=WWD |date=3 October 2022 |access-date=December 24, 2022}}</ref>


==References==
==References==
Line 45: Line 48:


== External links==
== External links==
{{official|https://www.anastasiabeverlyhills.com}}
{{official website|https://www.anastasiabeverlyhills.com}}


[[Category:American brands]]
[[Category:American brands]]

Latest revision as of 06:21, 22 August 2024

Anastasia Beverly Hills
Company typePrivate
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

[edit]

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 Dillard’s, Macy’s, Nordstrom, Sephora and 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

[edit]

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

[edit]

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 was set to launch in early 2023.[17]

References

[edit]
  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.
[edit]

Official website

Retrieved from "https://en.wikipedia.org/w/index.php?title=Anastasia_Beverly_Hills&oldid=1241614686"