Anastasia Beverly Hills Cosmetics

Anastasia Beverly Hills, widely known as ABH, was founded in 1997 by Romanian-born entrepreneur Anastasia Soare. The brand initially gained fame through its flagship salon in Beverly Hills and its revolutionary 'Golden Ratio' method for eyebrow shaping. It transitioned from a specialized brow service provider to a global beauty powerhouse, launching its first product line in 2000 and achieving massive digital success through social media in the 2010s.

The brand's manufacturing is distributed across multiple countries to maintain high-quality standards for different product types. Most of its iconic brow pencils and powders are produced in locations such as the United States, Germany, and Italy, while various palettes and liquid formulas may be manufactured in either the USA or China.

In 2018, the investment firm TPG Capital acquired a minority stake in the company, valuing it at approximately $3 billion. Despite this external investment, Anastasia Soare remains the CEO and the majority owner of the company alongside her daughter, Claudia Soare (widely known as Norvina). The brand remains an independent entity headquartered in the United States, maintaining its status as a premium prestige beauty label.