Anastasia Beverly Hills

Anastasia Beverly Hills was founded in 1997 by Romanian-American aesthetician Anastasia Soare, who opened her first West Hollywood salon on Sunset Boulevard and pioneered the Golden Ratio brow-shaping method that built her celebrity clientele — Cindy Crawford, Madonna, Naomi Campbell, and the Kardashians. The brand launched commercial brow products to follow the salon service, and Dipbrow Pomade became one of the most influential brow products of the 2010s, defining the bold, sculpted brow shape that dominated the decade.

ABH expanded from brows into eyeshadow palettes in 2015 with Modern Renaissance, a warm-toned palette that sold out repeatedly and became a category-defining product. Soft Glam, Norvina, and the Sultry palettes followed. The brand has remained family-owned with Anastasia and daughter Claudia Soare leading the company, sold at Sephora, Ulta, and Anastasia's own retail doors. It's one of the few prestige brands where a single product (Dipbrow) is responsible for both the category and the brand's identity.