Beauty Brand To Know: Anastasia Beverly Hills

Beauty Brand To Know: Anastasia Beverly Hills

When it comes to beauty brands, nothing rivals Anastasia Beverly Hills. Boasting a loyal fan base – think 16m Instagram followers – and some of the industry’s bestselling products, from brow heroes to cult contouring sticks and everything in between, there’s a good reason the beauty world’s besotted. Keep reading to find out why this LA-based export, stocked exclusively at online beauty destination Beauty Bay, is one to check out...

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Romanian-born beauty entrepreneur Anastasia Soare launched her namesake brand with a Beverly Hills flagship in 1997 and a product line three years later. Long before professional eyebrow shaping became an essential beauty ritual, she was the go-to beauty specialist for top celebs (her first ever client was Cindy Crawford) and has singlehandedly turned perfect brows and youthful eyes into essential accessories. Stocked on Beauty Bay, our favourite destination for newness and beauty trends which boasts 1.8m social followers, Anastasia Beverly Hills is the definition of a cult brand. Beauty Bay was one of the first UK stockists of Anastasia Beverly Hills and dozens of the brand's products are bestsellers on the site.

What’s on offer?

Fast-forward nearly a decade and Anastasia Beverly Hills has come a long way. After initially receiving widespread acclaim for its expansive eyebrow range, the cult brand has since launched internet-breaking eyeshadow palettes, highlighters and liquid lipsticks. If you’re looking to update your beauty bag for spring, we highly recommend you keep Anastasia Beverly Hills on your radar. Our top pick? The hot-off-the-press Soft Glam Palette is almost certain to become the most-coveted palette of the season – packed with 14 fool-proof neutrals, think pastel pink, warm brown and peachy shades – and has just launched on Beauty Bay, alongside the luxe Bronzing Powder.

What are the bestselling products?

Aside from the hero palettes (if you don’t own a Modern Renaissance, or two, are you even a make-up maven?), the highlighters are also well worth a try as are the liquid lipsticks, which deliver an intensely pigmented hit of colour without cracking, crumbling or flaking. Beauty Bay's curated edit of the brand's bestselling products has you covered.

The Soft Glam Palette is almost certain to become the most-coveted palette of the season.

Who’s it for?

Brow fiends will love the bestselling Brow Wiz – an innovative pencil that plumps out sparse or unshapely brows without the ‘coloured in’ look – as well as the Tinted Brow Gel, genuinely one of the best on the beauty shelves. Meanwhile, contouring enthusiasts should make a bee-line for the Contouring Sticks (it guarantees seamlessly sculpted results) and the seriously Instagrammable Glow Kits.

What are people saying?

InStyle Beauty Writer Erin Lukas raves about the Stick Foundation, saying it’s the only formula that can cover her hormonal acne, while Allure claims both the Brow Wiz and the Brow Pomade are a shortcut to “beautiful, defined brows”. Elle says “no beauty collection is complete without a Glow Kit... even Oprah is a longtime fan” and Harper’s Bazaar say the brand is one of their ultimate US exports. If you need further convincing, head over to the brand’s website, where five-star reviews are a-plenty.

Want in?

The entire range is available at Beauty Bay; prices start from £12 – with brow and lip products based around the £20 mark, foundation sticks around £25 and palettes around £40, Anastasia Beverly Hills isn’t crazily priced and for high-quality formulas that really do what they say, you heard it here first.

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