Anastasia Beverly Hills: the Hollywood eyebrow reference takes over Parisian bathrooms

A pioneer in eyebrow sculpting, Anastasia Beverly Hills has established itself as a global reference in make-up. Founded by Anastasia Soare in the ’90s, the Californian brand is now seducing Parisian makeup addicts. Its ultra-pigmented palettes and brows set the pace for the most demanding beauty routines.

The story of a Beverly Hills success story

Anastasia Soare, a Romanian immigrant living in Los Angeles, has built an empire around one obsession: the perfect eyebrow. Anastasia Beverly Hills has revolutionized a long-neglected area of the face.

Today, this expertise extends far beyond eyebrows. What’s more, the brand has established itself in the field of eyeshadow palettes and highlighters, becoming a Hollywood backstage staple.

Soare’s golden eyebrow rule

The founder theorized a method known as the Golden Ratio. This technique, inspired by the golden ratio, determines the ideal shape according to facial morphology. As a result, facial features are enhanced without becoming rigid.

What’s more, this method can be applied both at the salon and at home, thanks to the brand’s products. So every user can reproduce the gestures of the pros with precision.

“Eyebrows are sisters, not twins” – Anastasia Soare, mantra gone viral.

The products that make the brand so successful

Brow Wiz, an ultra-fine pencil, remains the absolute bestseller. Its hair-thin lead creates the illusion of naturally dense brows. What’s more, its all-day hold withstands the hottest Parisian summers.

Dipbrow Pomade, a waterproof paste, completes the brows arsenal. As a result, it’s ideal for sparse brows or brows that need more structure for an evening out.

On the eyelid side, Soft Glam and Modern Renaissance are among the world’s best-selling palettes. What’s more, their mix of matte and shimmer finishes lets you create an infinite number of looks, from the most nude to the most sophisticated.

• Brow Wiz: ultra-precise eyebrow pencil
• Dipbrow Pomade: long-lasting sculpting paste
• Soft Glam: a palette of warm-toned shadows
• Modern Renaissance: cult palette in berry hues
• Glow Kit: palette of multicolored illuminators

A French strategy supported by Lucien Page

In France, the Lucien Page agency is piloting the roll-out of Anastasia Beverly Hills. The brand is investing in Sephora and prescriber channels with a premium approach.

What’s more, this strategy relies on a community of influential makeup artists. As a result, the brand benefits from a pro legitimacy that is difficult to acquire for a foreign reference.

A positioning that spans generations

Anastasia Beverly Hills has evolved with the times without betraying its DNA. Today, the brand appeals as much to long-time brand loyalists as to the TikTok generation, eager for browsing tutorials.

What’s more, this generational transversality is rare in the beauty world. As a result, ABH (as its fans call it) has established itself as a safe bet, far removed from fleeting fads.

Finally, the strategy of innovation continues to permeate the catalog. In fact, each season brings its share of novelties, without ever letting us forget the classics that have built the reputation of this Californian house that has gone global.