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Dreamt up by architect-turned-browchitect Anastasia Soare, Anastasia Beverly Hills debuted its first line back in 2000. Rooted in geometry, the brand is renowned for its Golden Ratio theory (the belief that balanced brows are responsible for creating the illusion of facial proportion). From famed favourites such as the Brow Freeze and Brow Wiz to the Nouveau Palette, Luminous Foundation and more, Anastasia Beverly Hills has your cosmetic collection covered.



Anastasia Beverly Hills was launched in 1997 by Romanian-born beauty entrepreneur Anastasia Soare. A former architect, Soare immigrated to the US from Romania without language skills or financial means, but with a fierce determination and entrepreneurial vision.

In 1990, she introduced a new brow-shaping service that paved the way for the way we view brows, and her method is now patented as the “Golden Ratio” method – more on that shortly.

Since then, the brand has expanded to offer not only a wide range of brow products but palettes, contour kits and lipsticks too. We introduced the brand to the UK back in 2012, and their products are now sold in more than 2000 stores worldwide!


“Our eyes are intrinsically trained to spot divine proportion and immediately associate it with beauty and harmony.” – Anastasia Soare

Inspired by the age-old principles of Golden Ratio, Soare created a unique and breakthrough method of shaping brows to perfectly frame and suit any face shape. This patented Golden Ratio® method remains at the heart of the brand, celebrating make up’s ability to create the illusion of facial balance, symmetry and proportion.


ABH is 100% committed to cruelty-free product formulation, testing and development. NO ABH product has ever or will ever be manufactured at the expense of animal testing.

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