Anastasia Beverly Hills

Anastasia Beverly Hills didn’t just enter the beauty space—it changed the way people thought about brows. Founded in 1997 by Anastasia Soare, the brand introduced a shaping technique based on the “Golden Ratio,” a method that brought precision and proportion to an often-overlooked feature. At a time when pencil-thin brows dominated, Soare’s philosophy set a new standard, proving that the right arch could frame the face like nothing else. What started as a singular focus quickly expanded into a full-fledged beauty empire, with a product range that now extends from brows to complexion, eyes, and lips.

By the early 2010s, Anastasia Beverly Hills had already solidified its reputation among makeup artists and beauty insiders, but social media took things to another level. The brand was one of the first to harness the power of Instagram, building a direct connection with its audience and turning viral trends into instant bestsellers. Cult-favorite palettes like Modern Renaissance and Soft Glam became go-to staples, while Dipbrow Pomade made sculpted, long-lasting brows the new normal. In an industry where staying ahead is everything, ABH had the rare ability to anticipate what beauty lovers wanted—before they even realized it themselves.

Today, Anastasia Beverly Hills continues to evolve while staying true to the principles that made it a household name: balance, artistry, and performance. With a lineup of high-impact formulas and an instinct for shaping trends, the brand remains a key player in defining what beauty looks like now—and next.