Anastasia of Beverly Hill

Anastasia Beverly Hills is an American beauty brand founded in 1997, known for its brow-shaping products and color cosmetics. The brand sells over 485 items across brows, eyes, and face makeup through major retailers and its own site.

Who Anastasia Beverly Hills Is For

Anastasia Beverly Hills appeals to shoppers who want professional-quality brow and eye products, from beginners to makeup artists. The brand's roots run deep: founder Anastasia Soare, a native of Romania, started with a Beverly Hills salon in 1997 and launched her first product line in 2000. The company is now led by her daughter, Claudia Soare, who serves as president. Whether you are looking for everyday brow pencils or full eye palettes, the range spans entry-level to premium price points. The brand's presence in over 2,000 retail locations across 25 countries—including Sephora, Ulta, Nordstrom, and Macy's—signals strong trust in the beauty industry. Shoppers who value a brand with decades of expertise and established retail credibility will find Anastasia Beverly Hills a reliable choice.

Brow Products and Color Cosmetics

Anastasia Beverly Hills built its reputation on brow-shaping products, and that expertise remains central to the lineup. The brand offers brow pens, powders, gels, and other brow tools designed to help you shape and fill eyebrows at home. Beyond brows, the range extends into eye and face makeup: eyeshadow palettes, eyeliners, lip products, and face powders round out the catalog. With over 485 items in the current collection, you can find standalone products or coordinated sets. The brand's focus on precision tools and pigment quality means many products appeal to both casual users and makeup professionals. Shoppers shopping on the main website can browse the full selection, though availability may vary by retail partner if you prefer in-store shopping.

Pricing Structure and Value

Anastasia Beverly Hills sits in the mid-range to premium tier of beauty retail. A private equity fund acquired a stake in the company in 2018, with valuations around 500 million USD as of 2023, reflecting the brand's established market position. Prices reflect the quality and brand heritage, though they tend to be lower than luxury prestige brands and higher than mass-market drugstore alternatives. Individual products and full palettes are available at different price levels, so you can build a collection gradually or invest in signature items. The brand's wide retail distribution—from Sephora to department stores—means prices may vary slightly between channels, though shopping directly on the Anastasia Beverly Hills website lets you see the full range without external markups.

What to Know Before Ordering

Before adding items to your cart, check product reviews on the website and consider whether you prefer full sets or individual products. Anastasia Beverly Hills offers both, so think about your budget and whether you want a complete eye look or just one or two essentials like a brow pen or eyeliner. Shade ranges vary by product type; eyeshadow palettes come in warm, cool, and neutral undertone options, while brow products span multiple depths to match different hair colors. If you are new to the brand or uncertain about shade selection, starting with a single bestselling product—such as a brow pen or a small palette—can help you test the formula and finish before committing to larger purchases. The brand has a presence across multiple retail partners, so if you want to try products in person at Sephora or Ulta before buying online, that option is available. Shipping and return terms may differ between the Anastasia Beverly Hills website and third-party retailers, so review those details based on where you plan to buy.

What stands out

• Over 485 products spanning brows, eyes, and face makeup
• Trusted heritage: founded 1997, established in 2,000+ retail locations
• Mid-range pricing makes quality accessible without luxury premiums

Worth knowing

• Wide product range can be overwhelming for first-time shoppers
• Shade matching online requires careful review of undertone descriptions

What makes Anastasia Beverly Hills known for brows?

The brand was founded by Anastasia Soare, a brow specialist who opened a salon in Beverly Hills in 1997. Her expertise in brow shaping and design informed the first product line in 2000, which focused on brow tools and formulas. That foundation remains central to the brand today.

Where can I buy Anastasia Beverly Hills products?

You can shop directly on the Anastasia Beverly Hills website or at major retailers including Sephora, Ulta, Nordstrom, and Macy's. The brand operates in over 2,000 retail locations across 25 countries, so in-store trials are often possible before online purchase.

Does the brand offer products beyond eyebrows?

Yes. While brows are the signature category, Anastasia Beverly Hills also makes eyeshadow palettes, eyeliners, lip products, and face powders. Over 485 items span multiple makeup categories, so you can build a full eye and face routine with the brand.