Also known by: anastasiabeverlyhills.com
Anastasia Beverly Hills turned brow expertise into a full makeup empire, using influencer-led Instagram campaigns to drive DTC palette drops.
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See all ads on AdLibrary →Anastasia Beverly Hills (ABH) is a luxury cosmetics brand founded by Anastasia Soare in 1997. Renowned for brow products and bold eyeshadow palettes, ABH operates DTC via anastasiabeverlyhills.com and through Sephora and Ulta globally. Also searched as Anastasia.
ABH pioneered the influencer-seeded product launch model that most beauty brands now copy. Palette launches begin with influencer unboxings 48–72 hours before public availability, generating earned media that paid ads then amplify. See Anastasia Beverly Hills ads on AdLibrary to analyze how they sequence organic hype with paid retargeting.
Instagram is ABH's dominant paid channel—MUA tutorial Reels and carousel swatches drive high engagement. Facebook retargeting targets previous buyers with new palette SKUs. The brand uses Stories for countdown timers on limited drops and runs shoppable posts to reduce friction between discovery and purchase.
ABH copy emphasizes artistry, professional-grade pigmentation, and the brow-to-face full-glam narrative. Headlines like 'Create your masterpiece' and 'Pro pigment. Your canvas.' position the product as a tool for artistry rather than just cosmetics. Brow product ads lean on before/after credibility.
ABH's growth demonstrates how a niche authority (brows) can become a platform for category expansion when the brand equity is strong. Their influencer launch model—seed → organic hype → paid amplification—is a repeatable playbook applicable in any category where visual transformation is the core value proposition.
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