The identity of Anastasia Beverly Hills is intrinsically linked to the principle that eyebrows should be designed according to individual facial proportions rather than treated merely as another makeup feature. The company cites the Golden Ratio method as the foundational philosophy behind its approach to brow shape, balance, and proportion.2

Anastasia Soare is the central figure behind Anastasia Beverly Hills. Born in Romania, she immigrated to the United States in 1989. Her background in art and architecture later informed her understanding of facial proportion and symmetry. By 1990, while working in a Hollywood salon, she began offering a specialised eyebrow-shaping service.3

Soare approached eyebrow shaping not as routine grooming but as an architectural design challenge, studying the relationship between the brows, eyes, nose, forehead, and overall facial structure. This methodology evolved into the Golden Ratio Eyebrow Shaping Method®, the technique upon which the ABH brand was built. Consequently, Soare became widely recognised in the beauty industry as the “Queen of Brows.”4

The Golden Ratio Eyebrow Shaping Method® is the primary intellectual property and branding concept associated with Anastasia Beverly Hills. Its core philosophy dictates that eyebrow shape must be customised to an individual’s facial structure rather than adhering to universal trends. ABH defines this philosophy through five key principles:

• Balance
• Proportion
• Symmetry
• Facial structure
• Individualised brow design

This method established Soare’s reputation before ABH became a major cosmetics entity.5 Historically, this distinction is significant because brows were originally the company’s service rather than its product. The brand’s evolution followed a specific trajectory: brow service led to brow expertise, which led to brow products, and ultimately to a full cosmetics brand. This sequence explains why ABH has historically maintained a stronger brow identity than many conventional makeup companies.

In 1997, Anastasia Soare opened the Anastasia Beverly Hills flagship salon in Beverly Hills. This location provided access to affluent clients and celebrities, cementing the association between the Anastasia name and luxury beauty.6

The brand launched its first eyebrow makeup products in 2000. According to ABH, this marked the beginning of a dedicated eyebrow-makeup category that enabled customers to replicate the salon experience at home.7 This represented a significant shift in the beauty market; rather than simply selling makeup, ABH effectively productised a professional beauty technique.

During its early years, ABH was identified primarily with eyebrows. Its product philosophy focused on helping customers define brows, fill sparse areas, create precise shapes, add colour, groom hairs, and maintain shape throughout the day.

The brand eventually transitioned from professional services to mainstream retail. In 2004, ABH secured agreements with major chain retailers, significantly expanding its consumer reach.8 This period marked the transformation of ABH from a Beverly Hills brow business into a mass-recognised prestige cosmetics brand.

ABH subsequently expanded beyond brows into color cosmetics. A pivotal milestone occurred in 2014 with the introduction of products such as the Contour Powder Kit, which increased the brand’s prominence in eyeshadow and other colour categories.9

This expansion fundamentally altered consumer perception. Instead of being viewed solely as “the eyebrow company,” ABH became known as “the professional makeup brand known for brows.” Its product categories grew to encompass:

Brows

• Brow Wiz
• DIPBROW Pomade
• Brow Powder Duo
• Brow Freeze
• Brow gels
• Brow pens
• Brow brushes

Eyes

• Eyeshadow palettes
• Eye primers
• Eyeliners
• Mascaras
• Shadow sticks

Face

• Foundations
• Concealers
• Contour products
• Bronzers
• Blushes
• Highlighters

Lips

• Lipsticks
• Lip liners
• Lip glosses
• Lip balms

Tools

• Makeup brushes
• Brow tools
• Applicators

Current retail assortments demonstrate the extent of this expansion. Sephora lists ABH across makeup, skincare, tools, brushes, gifts, and other categories.10

Claudia Soare, Anastasia’s daughter widely known as Norvina, is a key figure in the company’s history. She serves as the company’s President and drives its creative direction and product development. According to ABH, Claudia has worked across multiple levels of the organisation, becoming particularly influential in product development, creative direction, digital strategy, and customer engagement.

Her influence proved vital during ABH’s social-media-driven expansion. The mother-and-daughter leadership structure is integral to the company’s identity: Anastasia Soare provides the brow expertise and brand foundation, while Claudia “Norvina” Soare leads cosmetics innovation, creativity, and digital culture.

ABH was an early adopter of social media, particularly Instagram. The company began embracing the platform as early as 2012, recognising that social channels could fundamentally transform makeup marketing.11

This strategy was particularly effective for ABH due to the visual nature of its products. Brows, contouring, eyeshadow, highlighting, and transformation-oriented makeup perform exceptionally well in before-and-after photographs, tutorials, and influencer content. Consequently, ABH became closely associated with the rise of the beauty influencer economy. Growth was driven not solely by traditional advertising but by consumers watching artists and influencers demonstrate products and recreating those techniques themselves.

Several products have been instrumental in establishing ABH’s reputation.

Brow Wiz

Brow Wiz is one of ABH’s most recognised products. It is an ultra-slim retractable brow pencil designed for precise, hair-like strokes. Sephora describes it as a cult classic, citing its fine tip as a primary reason for its enduring popularity.12 Symbolically, it represents the company’s original philosophy of precision brow design.

DIPBROW Pomade

DIPBROW Pomade is another signature ABH product. This pigmented brow pomade offers stronger definition than conventional pencils and became particularly popular among makeup artists and consumers seeking sculpted eyebrows. Sephora continues to list DIPBROW among ABH’s notable offerings.13

Brow Freeze

Brow Freeze represents a newer generation of brow products. Rather than adding colour, it focuses on styling and setting brow hairs, facilitating the lifted or laminated aesthetic that gained popularity in the 2020s.14 This product illustrates how ABH adapts its original brow expertise to evolving beauty trends.

The most significant shift in ABH’s public image stemmed from its eyeshadow business. The brand became renowned for highly pigmented palettes and dramatic eye looks, allowing consumers who did not purchase ABH for brows to discover the company through eye makeup. This also facilitated collaborations with influencers and personalities to create collections with strong visual identities.

Consequently, ABH developed a reputation for combining high pigmentation, dramatic colour, sophisticated packaging, and professional-style application.

ABH played a significant role in popularising modern contouring. The Contour Powder Kit, launched during the 2014 colour-cosmetics expansion, helped transition contouring from a professional technique to a mainstream consumer practice.

This was strategically important as contouring had previously been associated primarily with professional makeup artists. ABH successfully translated the technique into an accessible retail product, following the same model as its brow business: professional technique converted into an ABH system or product, leading to consumer adoption.

ABH is positioned as a prestige beauty brand rather than a mass-market label. Its positioning integrates several core concepts:

Professional Expertise

The company emphasises its roots in salon services and professional techniques.

Precision

This attribute is particularly evident in brow products and brushes.

High Pigmentation

ABH has historically prioritised strong colour payoff, especially in eye and face products.

Glamour

The Beverly Hills association contributes to the brand’s luxury and glamour image.

Education

Products are frequently accompanied by tutorials and application techniques.

Transformation

Many ABH products are designed to visibly alter or enhance facial features.

Sephora currently describes ABH as offering high-performing beauty products ranging from brows and eyes to lips and cheek products.15

The aesthetic of Anastasia Beverly Hills has evolved over time. Its original identity centred on Beverly Hills, professional brow artistry, and polished beauty. As the company expanded, the aesthetic incorporated glamorous makeup, sculpted facial features, dramatic eyes, bold brows, highly pigmented colour, sophisticated packaging, and influencer culture. This evolution allowed ABH to occupy a distinctive position between professional makeup artistry and consumer beauty culture.

In 2018, ABH entered a strategic partnership with TPG Capital, which made a minority investment in the company. TPG stated that the investment was intended to support ABH’s growth, specifically in e-commerce and international expansion. Financial terms were not publicly disclosed.16

Crucially, this was structured as a minority investment rather than a complete acquisition. The deal reflected ABH’s evolution from a founder-led salon business into a major global beauty company with significant international growth potential.

ABH operates as an international beauty brand with products distributed through major retailers and online channels worldwide. For example, Sephora carries ABH products across makeup, skincare, tools, and brushes.17

In the Philippines, the brand is available through Sephora Philippines, where the assortment includes brows, face, lips, and eyes products.18 Notably, despite its global consumer base, the brand name deliberately retains its Beverly Hills origin.

ABH’s product philosophy can be understood through three layers:

Structure

Brows and facial proportions.

Definition

Contour, eye makeup, lip definition, and other products that sculpt facial features.

Expression

Eyeshadow, blush, highlighter, lipstick, and other colour cosmetics.

Through this framework, ABH evolved from structural beauty into complete makeup artistry. This explains why the brow category remains central to its identity despite the wider product range.

ABH primarily appeals to consumers interested in prestige makeup and technique-driven beauty. Its audience includes professional makeup artists, beauty enthusiasts, collectors, influencers, and consumers seeking highly defined or editorial-inspired looks. It has also historically appealed to the “prosumer”—consumers who desire professional-style products and results without being industry professionals. Sephora describes ABH as a prestige cosmetics brand oriented toward this type of enthusiast.19

ABH’s success is attributed to several converging factors:

Expertise Before Products

Anastasia Soare was already renowned for eyebrow shaping before the brand became a major cosmetics company.

Service to Product

The company transformed a salon technique into consumer products.

Distinctive Philosophy

The Golden Ratio method provided a recognisable point of view.

Early Social Media Adoption

ABH capitalised on Instagram, YouTube, and influencer-driven beauty culture.20

Strategic Expansion

The brand moved into contouring, eyeshadow, and colour cosmetics as demand for technical makeup grew.

Hero Products

Items like Brow Wiz, DIPBROW, and Brow Freeze preserved the brand’s brow authority even as the range expanded.21

Anastasia Beverly Hills helped transform eyebrows from a minor grooming category into a major beauty segment. Prior to this shift, eyebrows were often treated primarily as something to be tweezed or waxed. ABH established the concept that brows could be designed, measured, filled, sculpted, coloured, styled, and maintained as a distinct makeup routine. The company’s history parallels the broader transformation of makeup from a simple cosmetic routine into a technical form of facial design and self-expression.

The timeline above is based primarily on ABH’s published brand history, supplemented by TPG’s 2018 investment announcement.22

Within the prestige beauty landscape, ABH occupies a distinct niche compared to other major brands:

• MAC: Broad professional makeup heritage
• Benefit: Playful brow/beauty positioning
• Charlotte Tilbury: Luxury glamour
• Rare Beauty: Modern, minimalist, emotionally driven beauty
• Fenty Beauty: Inclusivity and complexion innovation
• Anastasia Beverly Hills: Brows, facial definition, and makeup artistry

ABH’s strongest distinctive asset remains its brow heritage. Even when consumers purchase eyeshadow palettes or lip products, the brand’s credibility relies on the authority Anastasia Soare established through eyebrow artistry.

As of 2026, the ABH range extends well beyond its original brow specialisation. Sephora’s current assortment includes approximately 80 products/listings, spanning makeup, skincare, tools, brushes, and gifts, though exact availability varies by market.23

Major categories include:

• Brows: Pencils, pomades, gels, waxes, pens, powders
• Eyes: Eyeshadow, shadow sticks, eyeliners, mascaras, eye primers
• Face: Foundation, concealer, contour, bronzer, blush, highlighter
• Lips: Lipstick, lip liner, gloss, lip balm
• Tools: Brushes, brow tools, makeup accessories
• Skincare: Selected skincare products

The primary legacy of Anastasia Beverly Hills is that Anastasia Soare helped professionalise and popularise eyebrow design as a dedicated beauty discipline. The company subsequently leveraged this expertise as the foundation for a larger cosmetics enterprise. The brand’s evolution can be summarised as a progression from Romanian immigrant to Hollywood brow specialist, Beverly Hills salon owner, brow-product pioneer, social-media beauty brand, and finally, a global prestige cosmetics company. This trajectory distinguishes Anastasia Beverly Hills as one of the most significant modern beauty brands.24

1. About Us | Anastasia Beverly Hills
2. Brand Story | Anastasia Beverly Hills
3. Anastasia Beverly Hills | Sephora
4. Anastasia Beverly Hills | Sephora
5. TPG Capital Partners with Anastasia Beverly Hills | TPG
6. Anastasia Beverly Hills Cosmetics | Sephora Philippines
7. Anastasia Beverly Hills ≡ Sephora
8. Who Owns Anastasia Beverly Hills Now? – LegalClarity
9. Anastasia Soare
10. Anastasia Beverly Hills – EverybodyWiki Bios & Wiki
11. TPG CAPITAL MAKES MINORITY INVESTMENT IN ANASTASIA BEVERLY HILLS | BeautyMatter
12. Anastasia Beverly Hills Partners With TPG Capital – Los Angeles Business Journal
13. Anastasia Beverly Hills receives investment from TPG Capital – FashionNetwork USA
14. America’s Newest Beauty Billionaire Built An Empire Targeting Women’s Eyebrows
15. Anastasia Beverly Hills | Sephora
16. Anastasia Beverly Hills Makeup | Sephora
17. Anastasia Beverly Hills ≡ Sephora
18. Anastasia Beverly Hills ≡ Sephora
19. Anastasia Beverly Hills ≡ Sephora
20. Anastasia Beverly Hills Cosmetics & Beauty | Official Website
21. Anastasia Beverly Hills Cosmetics & Beauty | Official Website
22. Anastasia Beverly Hills Cosmetics & Beauty | Official Website
23. The Woman Who Redefined Brows | Anastasia Beverly Hills
24. About Us | Anastasia Beverly Hills UK