Anastasia Beverly Hills

Anastasia Beverly Hills (ABH) is an American cosmetics company specializing in eyebrow products, founded by Romanian-born Anastasia Soare in Beverly Hills, California, in 1997 [5]. It began as a salon and grew into a multi-category makeup brand built around Soare's eyebrow-shaping method. The company is widely credited with helping create the modern brow-makeup category, and its brow pencils and pomades remain among the best known products in the segment.

The brand remains active and operates globally. By the early 2020s it had expanded to more than 485 products sold across over 2,000 retail locations and reaching more than 25 countries, through chains including Dillard's, Macy's, Nordstrom, Sephora and ULTA.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Anastasia Soare immigrated to the United States from Romania in 1989 with a background in art and architecture. In Glossy's account, she arrived as a non-English speaker and first worked as an esthetician, renting a room in a Beverly Hills salon in the early 1990s to offer facials, waxing and eyebrow shaping [7]. According to the company, she "invented the brow industry in 1997" from her Beverly Hills salon using what she calls the Golden Ratio eyebrow-shaping method, and opened her flagship salon that year [1].

Soare has described the origin of her focus on brows as a return to an art-school lesson on proportion, applied to the face. She told Glossy that altering the eyebrows changes how an expression reads — that a person can be made to "look surprised or sad or happy" by reshaping them. Her daughter, Claudia Soare, known professionally as Norvina, serves as president and leads product development and creative direction.

The brand's early visibility grew through Soare's salon clientele and media appearances; the company says she appeared on Oprah in 1998 to present the Golden Ratio method. Three years after the 1997 salon opening, in 2000, ABH launched what the company describes as "beauty's first line of eyebrow makeup," allowing customers to reproduce salon results at home.

Through the 2010s the brand expanded into eyes, face and lips, and became closely associated with the social-media beauty boom of that decade. The company reports adopting Instagram early and accumulating more than 19 million Instagram followers between roughly 2019 and 2022; Glossy put the brand's combined following across Instagram, Twitter and TikTok at 20.3 million. A spinoff brand, Norvina, named after Claudia Soare, focuses on brightly coloured eye makeup aimed at younger, TikTok-driven audiences. The brand marked its 25th anniversary in 2022–2023.

ABH is privately held and majority-owned by its founder, with a private-equity minority investor. Wikipedia lists Anastasia Soare as primary owner alongside TPG Inc. holding a minority stake. The relationship developed in stages: TPG Growth first made a minority investment in 2014 [7], and a larger minority transaction followed several years later.

Sources differ on the date of that larger deal. The trade publication BeautyMatter, reporting contemporaneously, dated the transaction to June 2018, with TPG Capital taking a minority position that valued the company at approximately $3 billion while Anastasia and Claudia Soare retained control [6]; Wikipedia likewise places the sale in 2018 [5]. Glossy instead refers to the deal as occurring in 2019 [7]. At the time, BeautyMatter cited roughly $340 million in sales and around $200 million in EBITDA. More recently, the company states that a December 2025 recapitalization saw Anastasia Soare make a $225 million equity investment, with Soare remaining majority owner and CEO [1].

ABH positions itself as a maker of professional-grade makeup intended to be usable by anyone. The company says every product is designed so that customers "get gorgeous, pro-level results without being a pro," and describes its formulas as "powerful enough to be used by a master artist, yet effortless enough to be used by a beginner." Its stated tagline is "What makes you beautiful makes you powerful." The brand has described its audience as Gen Z and broader social-media-engaged makeup consumers.

The brand's identity is anchored in Anastasia Soare's Golden Ratio method — a registered, trademarked eyebrow-shaping technique that applies mathematical proportion to facial features. The company explains it as marking three points on the face to position the start, arch and end of the brow, on the principle that "when features appear balanced and symmetrical they're perceived as beautiful" [3].

ABH's best-known products are concentrated in the brow category. Glossy described Brow Wiz as the No. 1 brow product in the United States by units and dollars, and Soare's personal favourite [7]. Dipbrow Pomade, a long-standing bestseller, was developed by Soare through experiments with aloe vera, eyeshadow and petroleum jelly, and Brow Freeze, a brow wax launched in January 2021, was cited as a No. 1 seller in its category. The brand's more recent introductions include the ArchiBrow Pencil, which the company highlights for a fine, blade-like tip. Beyond brows, the range extends to eyeshadow, foundation, bronzer, blush, concealer and lip products.

Anastasia Soare has been recognized both in the press and on wealth rankings. Forbes named her to its "50 Over 50: Lifestyle List" in 2023 [2], and Glossy noted she had previously appeared among Forbes' self-made women, reporting a $660 million net worth in 2022 [7]. Glossy has named clients including Kim Kardashian, Jennifer Lopez, Oprah Winfrey, Michelle Obama and Jennifer Coolidge among the brows Soare has worked on.

In 2017, the brand's Subculture eyeshadow palette drew criticism for poor blendability and excessive product fallout, which led the company to issue an apology on social media [5].

The brand is active and operating globally. It reported approximately $240 million in revenue for the 12 months ending March 2022 [5], and the company points to a December 2025 recapitalization and continued new-product launches as evidence of ongoing operation [1]. Anastasia Soare remains majority owner and chief executive, with Claudia Soare as president.