Anastasia Beverly Hills is a prestige cosmetics house known for category-defining brow products and high-performance color cosmetics, delivering professional-grade pigment and consistency to beauty enthusiasts and pros across global retail and DTC channels. The brand has grown to sell over 485 products in over 2,000 stores worldwide, including Dillard's, Macy's, Nordstrom, Sephora and ULTA. Soare's daughter Claudia Soare, also known as Norvina, is the president of the company.
Cyborg Score Rationale
The company holds a top-three global market share in eyebrows with strong category dominance. Revenue is driven by direct-to-consumer e-commerce, owned retail, and wholesale partnerships with strong gross margins, monetized via limited-edition drops, influencer collaborations, and international expansion. However, execution risks exist around sustainability benchmarks and competitive pressures from emerging clean-beauty brands.
Top Insights
Eyebrows contribute ~35% of sales while eye palettes, complexion, and lip products comprise ~65% of revenue, reflecting successful portfolio diversification beyond the core brow category.
The company occupies shelf space in 3,000+ retail doors across 30 countries, anchored by partnerships with Sephora, Ulta Beauty, and Nordstrom.
ABH is investing heavily in hyper-personalization via AI shade-matching tools and sustainable packaging, with a target to reduce returns by 20% and lift DTC conversion in 2026.
In February 2026, Anastasia Beverly Hills announced Antonela Roccuzzo as its new Global Brand Ambassador for 2026.
Named Competitors
Eyebrow & Brow Shaping — Direct-to-consumer beauty brand with eyebrow and cosmetics focus
Cosmetics & Color — Prestige color cosmetics and beauty products
Prestige Cosmetics — Professional makeup and prestige cosmetics
Prestige Cosmetics — Mass-market and prestige cosmetics brand
Color Cosmetics — Multi-brand color cosmetics portfolio
Recent Developments
(February 2026) Announced Antonela Roccuzzo as Global Brand Ambassador
(Estimated Q1 2026) AI shade-matching and sustainable packaging investments underway to capture 2026 beauty market trends
(December 2025) Company was acquired according to PitchBook data
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