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
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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
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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
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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 is set to launch in early 2023.[17]
References
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Official website
Opinions aside, there’s no doubting that Kim Kardashian is one of the most talked about and influential woman of our time. The Keeping Up With The Kardashians star has shaped the beauty industry and introduced many of today’s biggest beauty trends. From sending the world in to a contour craze and getting us to relive the 90’s trend of blue eyeshadow, she knows how to get people talking.
Kim has broken the internet again and this time, it’s thanks to her brows. After all the recent coverage about HD Brows & Kim Kardashian following her ‘no make up selfie‘, we thought we’d show you how to get brows like Kim K using HD products.
As one of the most followed people on Instagram, every upload has us wanting to try her latest make up look. Although she can be creative and experimental with her makeup, there’s one part of her look that always has a signature style – the brows.
Kim has found her perfect brow shape and size for her face shape and she’s sticking with it. Kim’s brows have a natural curve to them, so she avoids any harsh, angular shapes and defines with make up in an ombre style.
How to get Kim Kardashian eyebrows
To really get the KKW look, you’ll need to give your brows a more curved shape rather than angular. Attempting to change your brow shape at home is a no-no. Always leave brow shaping to the professional – find your nearest HD Brows stylist here.
When it comes to the size and the thickness, they are more on the slim to medium size, which makes it a really achievable look for most of us. When she wants to go for a fuller look, Kim reaches for make up to define her look.
Luckily, there are several ways to recreate Kim Kardashian’s brow look. We’d recommend you start by finding the product that works best for you and your brows, whether it be a crème, pencil or powder.
When doing an ombre look, the key is that the tail of the brow needs to be the darkest and most defined part. You can then gradually blend towards the front of the brow, leaving it light and almost make up free. Always start applying your makeup to the tail first to make sure you nail this look.
How to get Kim’s brow look with powder or pomade
If the HD Brow Creme or Eye & Brow Palette is your product of choice, take a small amount onto your Fine Angled Brush and start to define the brow from the tail to arch. Once this has been done, avoid applying anymore make up to your brush. Simply use whatever is left on the brush to fill in the arch to bulb section. Softly blending traces of products through the front of the brow gives that gradual ombre effect.
How to get Kim’s brow look with an eyebrow pencil
Can’t live without your brow pencil? Whether it’s a traditional pencil like the Brow Define or a retractable one such as the Browtec, you can still get the Kim Kardashian look. Starting at the tail of the brow to build up colour and definition. Once you get to the arch, you’ll need to gradually lighten the pressure you use when applying the pencil until there’s barely any pressure applied at the front.
Just like so many of us, Kim has been on a brow journey to reach the perfected arches she’s sporting today.
Don’t give up trying to achieve your brow goals; it is possible, especially with an HD Brows stylist on hand to help. And you can always fake it ’til you make it with a little makeup.
All images sourced via Instagram: @kimkardashian