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Anastasia Beverly Hills is the brainchild of entrepreneur and eyebrow legend Anastasia Soare. The billion-dollar beauty brand is known for not only all things eyebrows, but also leading the charge on every major beauty trend: contouring, highlighting, liquid lipstick—you name it. In this episode of Beauty Stash, Soare give BAZAAR's beauty director Jenna Rosenstein an exclusive tour of her global headquarters and the massive collection of ABH products she keeps inside.
Shop Anastasia's Stash
Anastasia Beverly Hills Brow Wiz
Anastasia Beverly Hills Brow Definer
Anastasia Beverly Hills Dipbrow Gel
Anastasia Beverly Hills Shimmer Body Oil
Anastasia Beverly Hills Soft Glam Eyeshadow Palette
Anastasia Beverly Hills Contour Kit
Anastasia Beverly Hills Dipbrow Pomade
Soare has drawers full of every beauty product imaginable in her office—but the most special of her stash are the acrylic display cases full of her first makeup line from way back in 1999. "Not only the eyebrow products were the ones that I wanted to launch at the beginning. This category didn't exist in the early 1990s. I reinvented eyebrows," Soare says. She sold the first line of products—foundation, blushes, powders, and brow products—in her Beverly Hills salon and in Nordstrom in the '90s. She didn't bring a refreshed version of her line to Sephora until 2007—but it was Instagram that made her brand the billion-dollar empire is is today.
"We were the first brand on Instagram. We wanted to expand and of course my daughter came with the idea of slowly creating something out of it," Soare says. The brand is still one of the most-followed beauty brands on the social media platform, and it's helped them become known as the go-to products for trends like contouring, highlighting, and bold eyeshadow and matte lip color.
As Soare shows off her impressive collection of eyeshadow palettes over the years, she drops a knowledge bomb you might not know: each 14-pan palette is designed with a shadow quad in mind. The first four colors create one look, and the next four create a different look.
One of the brand's most iconic products if the Brow Wiz pencil, which creates the perfect hair-like lines and blends seamlessly for all hair colors. Soare herself checks every single batch of the products to ensure the quality is there, since the raw ingredients can change and therefore alter the color of the final product.
"Innovation for us, this is what we want to do. We don't want to do what everyone else does. We want to create trends. We like to think outside of the box," Soare says. She's been working on a mascara formula for years, but hasn't quite nailed the perfect finished product just yet. "If we're not 100-percent happy or in love with, we won't launch," she adds.
Watch the rest of the video above to see all the products Soare keeps in her stash and add them to your cart. Don't forget to subscribe to BAZAAR's Youtube channel so you never miss an episode of Go To Bed With Me, This Looks is Money, Little Black Book, Heel Hunters, and Food Diaries.
