Anastasia Beverly Hills

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. In 2018, the company was reported to be worth $3 billion and have over $200 million in operating income. Background Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon in Beverly Hills. The company's first product line was released in 2000. 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. 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. Controversy 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.