How Anastasia Beverly Hills came to be the beauty world’s eyebrow authority


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You can’t go shopping for eyebrow pencils, brow gels, or pomades without coming across cult-favorite beauty brand Anastasia Beverly Hills.
For more than 20 years, its founder Anastasia Soare has been creating full and beautiful eyebrows with her patented Golden Ratio Eyebrow Shaping Method.
Combined with the highly pigmented products from her namesake brand, this method ensures that your brows will always look great.
You can find Anastasia Beverly Hills’ best-selling makeup at your favorite retailers — Amazon, Sephora, Nordstrom, Ulta, and Macy’s. Right now, shop discounted Anastasia Beverly Hills during the Nordstrom Anniversary Sale.

It’s hard to remember a time when eyebrows weren’t an essential part of one’s daily grooming and makeup routine. Even as someone who doesn’t usually wear much makeup during the week and only brings out the full makeup bag for dressy or special occasions, I make sure to do my eyebrows before leaving my house every day.

The beauty entrepreneur and lovingly nicknamed “Eyebrow Queen” responsible for this revolution is Anastasia Soare. The Romanian-born founder of makeup brand Anastasia Beverly Hills immigrated to the US in 1989 and started working at a Hollywood beauty salon where she offered a service that wasn’t popular at the time: brow shaping.

Her ability to fill in this gap and stay ahead of the curve — which, as we all remember with slight embarrassment, dictated overly plucked brows — ultimately catapulted her to widespread recognition. After moving on to a salon in Beverly Hills, word of her eyebrow-shaping skills spread and she amassed a steady roster of celebrity and supermodel clients.

Read more: The best brow products you can buy from pomades to powders

In 2000, she launched her first product line to bring her signature shaping techniques and tools to anyone who wanted beautiful brows.

Since then, Anastasia Beverly Hills (ABH) has become synonymous with eyebrows in the beauty world.

Nordstrom was the first store outside of the ABH salon to carry the brow collection, followed by the three largest beauty retailers in the US: Sephora, Ulta, and Macy’s. Its products dominate the best-sellers page at these retailers (the cult-favorite Brow …read more


Source:: Business Insider

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