Anastasia Beverly Hills Overview
Pro stress-test →Anastasia Beverly Hills is an American cosmetics company best known for its eyebrow products, founded by Romanian-born Anastasia Soare in 1997 in Beverly Hills, California. The brand holds a top-three global market share in the eyebrow sub-category and remains the category anchor, with brows contributing ~35% of total sales. The company generated $350.9 million in annual revenue in 2026.
Strategic Profile
Pro stress-test →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.
Competitive Landscape
Pro stress-test →Anastasia Beverly Hills competes against established brands such as Maybelline New York, NYX Cosmetics, and Revlon. Glossier, Kylie Cosmetics, Bobbi Brown Professional Cosmetics, Clinique, and Iredale Cosmetics are among competitors. Modern minimal/clean beauty entrants are capturing the 2024-25 laminated/natural brow trend, undercutting ABH's sculpted brow dominance with cleaner ingredient narratives.
Industry Context
Anastasia Beverly Hills operates in Prestige Color Cosmetics & Eyebrow Products.
Key facts
Founded: 1997 · Headquarters: Beverly Hills, US · Employees: 600+ · Revenue: $350.9M (2026)