Anastasia Beverly Hills

What Anastasia Beverly Hills does

Anastasia Beverly Hills is a privately held, founder-controlled premium color cosmetics company headquartered in Beverly Hills, California, founded in 1997 by Romanian immigrant Anastasia Soare. The company built and continues to lead the modern eyebrow category through its proprietary Golden Ratio® Method, with a SKU portfolio of 46+ brow products spanning pencils, pens, gels, pomades, and powders — anchored by registered trademarks Brow Wiz®, DIPBROW® Pomade, Brow Freeze® Gel, and the 2026-launched ArchiBrow Pencil featuring a 1/2mm blade tip. Beyond brows, the company has systematically expanded into complexion (Impeccable Foundation with 44 shades and Precision Blur Technology, Beauty Balm Serum Boosted Skin Tint), eyes (GLIDR Eyeshadow Stick, Lash Sculpt Mascara with biotin/collagen/peptide complex), and lips (Lip Velvet, lip liners), plus skincare-hybrid products such as Hydra Prime SPF 50.

The business operates primarily as a direct-to-consumer e-commerce brand on its owned Shopify storefront, supplemented by Nordstrom Brow Studios for in-person professional services, an Amazon marketplace presence, and a renovated flagship Beverly Hills salon. Monetization spans one-time product sales (price range $6-$88), a Subscribe & Save recurring subscription with 10% discount, and the ABH Inner Circle loyalty program, with promotional intensity including up to 50% off seasonal events. Customer segments span prestige beauty consumers, professional makeup artists, and Nordstrom in-store service customers.

Ownership is concentrated with founder/CEO Anastasia Soare as majority owner following a December 2025 $225 million equity recapitalization that reduced minority private equity partner TPG's stake from 38% to approximately 6% after a credit downgrade to CCC-. The company employs 101-250 people, ships internationally via its website, and operates without a public listing, app, or disclosed API platform.

Name

Anastasia Beverly Hills

Legal name

Anastasia Beverly Hills LLC

Website

https://anastasiabeverlyhills.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Anastasia Beverly Hills is a privately held, founder-controlled premium color cosmetics company headquartered in Beverly Hills, California, selling brow, face, eye, and lip products directly to consumers through its owned e-commerce site, Nordstrom Brow Studios, and Amazon.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)

akta.pro secondary industries

Beauty & Personal Care Online Retailers (CRAFADAC), Eyebrow Shaping & Design Services (HSALAIAC), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Premium color cosmetics
• Eyebrow makeup products
• Beauty foundation makeup
• Prestige beauty brand
• Lip and eye cosmetics

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer Color Cosmetics Sales: Primary revenue stream from selling premium color cosmetics including eyebrow products, foundations, lip colors, eyeshadows, and complexion items directly to consumers through the e-commerce platform. Products sold at price points ranging from $6 to $88, with subscription option offering 10% discount.
2. Brow Studio Services (Nordstrom): Professional brow grooming and styling services offered through Nordstrom retail partnership, providing in-person artistry services.
3. Subscribe & Save Program: Recurring subscription model offering 10% discount on replenishment orders, driving customer retention and predictable revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Anastasia Beverly Hills is a premium prestige beauty company that develops, manufactures, and sells its own color cosmetics under the Anastasia Beverly Hills (ABH) brand. Its core catalog spans 46+ eyebrow products (pencils, pens, gels, pomades, powders, palettes) that pioneered the modern brow category, plus complexion (foundations, primers, blushes, contour sticks), eye makeup (eyeshadow sticks, mascaras), lip products (lipsticks, liners, glosses), and curated gift sets. Products are sold direct-to-consumer via the company's e-commerce site and through Nordstrom retail service studios and Amazon marketplace.

Product overview

Anastasia Beverly Hills is a premium beauty brand offering a comprehensive cosmetics portfolio centered on its iconic brow category, which it pioneered through founder Anastasia Soare's Golden Ratio Method. The core product lineup spans eyebrows (pencils, pens, gels, powders, pomades, and palettes including flagship Brow Wiz, Brow Freeze Gel, and new ArchiBrow Pencil), face makeup (Impeccable Foundation, Magic Touch Blush Trio, Smooth Blur Contour Stick, Hydra Prime SPF 50), eyes (GLIDR Eyeshadow Stick, palettes, mascaras, liners), and lips (Lip Velvet, lip liners, glosses). The brand distributes curated gift sets and bundles (Discovery Set, Never Ending Summer, Timeless Beauty, Glamour Seeker) and operates digital engagement tools including Brow Quiz and Shade Finder for personalized product matching. Services include Nordstrom Brow Studio and Beverly Hills Salon. The brand emphasizes premium pricing, cruelty-free/vegan formulations, and professional-grade artistry accessible to consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• ArchiBrow Pencil Ultra-thin brow pencil with 1/2mm blade-like tip designed for ultra-thin, hair-like strokes delivering microbladed-precision brows with 12-hour smudge-proof, water-resistant wear; available in 9 shades at $30.
• Brow Wiz Iconic ultra-slim, featherlight brow pencil defining with detail for the most natural, artful finish; ultra-slim fine tip with dry wax formula for buildable natural texture; priced at $26.
• Brow Freeze Gel Long-lasting brow gel that sets and holds brow color with flexible all-day hold for a laminated, brushed-up effect; registered trademark Brow Freeze® Gel.
• Brow Definer Triangular tip pencil for filling, defining, and reshaping brows with precision, delivering hair-like strokes for natural-looking fullness; priced at $27.
• MicroStroke Brow Pen Fine-tipped brow pen creating realistic, hair-like strokes with waterproof, smudge-proof formula for natural-looking brow definition; available in 9 shades at $28.
• DIPBROW Pomade Waterproof pomade for defining, shaping, and filling brows with long-lasting, buildable color and flexible hold; registered trademark DIPBROW® Pomade; priced at $25.
• Brow Powder Duo Dual-shade brow powder for soft, natural-looking definition and dimension, available in 11 shades for customized brow color.
• Pro Eyebrow Palette Professional-grade palette containing all 11 shades of Brow Powder Duo for perfectly customized brows and professional artistry; priced at $88.
• Volumizing Tinted Brow Gel Tinted brow gel providing both color and buildable volume with a custom brush for fullness and definition; available in 10 shades at $26.
• Impeccable Blurring Second-Skin Matte Foundation All-day liquid foundation with Precision Blur Technology that blurs imperfections, controls shine, and leaves skin looking flawless with a second-skin matte finish; available in 44 shades at $49 ($36.75 with current 25% discount).
• Hydra Prime SPF 50 Multi-tasking primer and sunscreen with SPF 50 that primes, hydrates, and visibly smooths skin; suitable for all skin types with no white cast or piling.
• GLIDR Eyeshadow Stick Creamy, blendable eyeshadow stick creating iconic eye looks in seconds; available in 25 shades ranging from mattes to shimmers; priced at $34.
• Smooth Blur Contour Stick Gel-like cream contour stick that shapes, sculpts, and defines features with a dewy, second-skin finish; available in 8 shades with buildable, blendable formula; priced at $34.
• Blurring Serum Blush Liquid blush formula with high coverage and vibrant color-payoff, enriched with niacinamide and pomegranate peels extract; serum-like formula instantly blurs imperfections.
• Lip Velvet Full-impact color lipstick with velvet-smooth finish delivering luxury matte look; plush, soft-focus matte effect with blurred edge; priced at $34.
• Lash Sculpt Lengthening & Volumizing Mascara Dual-action mascara with biotin for strong lashes, collagen for volume, and peptides for enhanced length and fullness; ophthalmologist tested and safe for sensitive eyes.
• Never Ending Summer 4-Piece Set Summer-ready 4-piece set including Blurring Serum Blush (Baby Pink, Peach), Mini Lash Sculpt Lengthening & Volumizing Mascara, and Mini Crystal Lip Gloss; cruelty-free and vegan; $49 ($66 retail value).
• Discovery Set Online-exclusive curated set for discovering signature soft glam look featuring brow and face essentials; $32 ($44 retail value).
• Timeless Beauty Gift Set Curated gift set featuring Haze Mini Eyeshadow Palette, GLIDR Eyeshadow Sticks, Liquid Liner, Impeccable Foundation, Brow Wiz, Lip Liner, and Matte & Satin Lipstick; $127 ($211 retail value).
• Glamour Seeker Gift Set Gift set featuring Lip Velvet, Stick Blush, Impeccable Foundation, Brow Wiz, and Lip Liner for sculpted, luminous, and defined looks; $109 ($189 retail value).
• Soft Arch Brow Kit Brow kit for achieving soft, natural arch with 3 shades designed for effortless soft glam brow look.
• Laminated Brows Set Curated set for achieving laminated brow look featuring ArchiBrow Pencil and Brow Freeze Gel for lifted, textured, brushed-up brows.
• Luminous Foundation Water-resistant liquid foundation creating luminous, natural-looking finish with medium coverage; features 47 shades across five categories and three undertones.

Quantifiable outcome

• 92% of women in independent study said eyelashes appear longer after using Lash Sculpt Mascara
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Three partnerships are on record, tiered minor, flagship and core.

• Daash IntelligenceminorStrategic or Co-development Partner · 1 May 2026Anastasia Beverly Hills participated in Daash Intelligence' advisory board composed of beauty industry executives and founders. The AI-driven competitive intelligence platform provides SKU-level sales intelligence and attribute-based analysis; ABH's participation helps guide strategic growth and product development for the platform while gaining market insights.
• Antonela RoccuzzoflagshipGTM or Marketing Partner · 1 February 2026Antonela Roccuzzo, wife of Lionel Messi and celebrated entrepreneur, named Global Brand Ambassador for 2026. The partnership involves social media campaigns and promotional activities emphasizing authenticity, confidence, and female empowerment, with Roccuzzo representing the brand across social content and new product launches.
• NordstromcoreChannel Partner/ Reseller/ DistributorNordstrom hosts Anastasia Beverly Hills Brow Studio services at retail locations across the United States, providing in-person professional brow grooming and styling services. The partnership extends the brand's presence beyond e-commerce into physical retail with trained beauty advisors delivering the brand's signature brow artistry experience.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Benefit Cosmetics: Owned by LVMH, Benefit is the most direct brow-category peer to ABH, with iconic products (Brow Bar services, Precisely, My Brows) and a similar prestige positioning in brow shaping and grooming. Competes head-to-head in the same $2.5B brow care market cited in the ABH data.
• Charlotte Tilbury: Founder-led prestige color cosmetics brand with a similarly celebrity- and artist-driven marketing model, premium price points, and a portfolio spanning face, eyes, lips, and brows. Closely comparable in GTM motion (DTC + department-store retail, content-led, founder IP).
• Fenty Beauty: Celebrity-founded prestige color cosmetics brand with an industry-defining inclusive shade range (40+ foundation shades) and a strong DTC-plus-Sephora retail model. Directly comparable to ABH on inclusive shade philosophy, founder-led marketing, and prestige positioning.
• NARS Cosmetics: Established prestige color cosmetics brand with comparable product breadth (complexion, eyes, lips, brows), department-store and DTC distribution, and artist-driven branding. Competes with ABH at the same price points and retail channels.
• Urban Decay: Prestige color cosmetics brand with strong positions in eyes (eyeshadow palettes, eyeliner) and complexion, sold through Sephora and own DTC. Comparable to ABH in target consumer, price tier, and category mix across face, eyes, and lips.
• Rare Beauty: Selena Gomez-founded prestige beauty brand built on a strong founder identity, social-media virality, and a curated multi-category portfolio. Closely comparable to ABH in founder-driven storytelling, Gen Z/Millennial targeting, and DTC-led growth.
• Glossier: DTC-led prestige beauty brand with comparable direct-to-consumer emphasis, content/community marketing, and millennial-skewed customer base. Overlaps with ABH on Brow Product (Brow Flick) and complexion/face categories.

Emerging players

• Kosas: Prestige 'clean' color cosmetics brand focused on skin-makeup hybrids, with comparable price points and DTC distribution. Overlaps with ABH on complexion, lip, and brow categories and on skincare-infused color positioning.

Regional players

• RevitaLash Cosmetics: Named alongside ABH as holding significant market share in the global brow care market, with physician-developed lash, brow, and hair products. Most directly comparable on brow/eyelash category overlap.

Broad incumbents

• e.l.f. Beauty: Mass-prestige beauty holding company with a broader portfolio spanning color cosmetics, skin care, and brow products at lower price points. Comparable as a competing mass-channel brow and color cosmetics seller but at materially different price tier and category breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ABHcosmetics
• YouTubeyoutube.com/c/AnastasiaBeverlyHills
• Facebookfacebook.com/ABHcosmetics
• Instagraminstagram.com/anastasiabeverlyhills
• Pinterestpinterest.com/ABHcosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Anastasia Beverly Hills