Is Anastasia Beverly Hills In Deep Water?
Anastasia Beverly Hills has been one of the top tier beauty brands since coming on the scene in 1997. The brand started when Anastasia Soare brought her “golden ratio “method to the eyebrow game. This sparked a fan base that has been going strong after many years. Anastasia Beverly Hills has expanded beyond only brows, but they are a household name when it comes to them.
However, like many businesses with long-term booming success, there is a period where sales drop and you wonder if the brand is going to make it. This is what is happening with the Anastasia Beverly Hills brand. According to the Global Cosmetics Industry website, they state that sales dropped 8% last year with a 30% revenue decline in Q1. It is possible that the decline could be due to the explosion of celebrities coming onto the scene with their own brands, while stealing the spotlight (and the dollars). Smile and wave to Kylie Cosmetics and Fenty Beauty by Rihanna, anyone?
That being said, here’s to hoping that Anastasia Beverly Hills is resilient enough to excite their fan base and get back on track. Their eyebrow game is too strong to go down without a fight. So, that begs the question – what has Anastasia Beverly Hills been up to lately during this tough sales period? Well, they are currently in product launch mode. One of the products they just launched is the biggest eyeshadow palette they have ever released called the “ABH Norvina Palette.” This 26 shade palette will be released on August 26th.
So, keep your eyes on the Anastasia Beverly Hills brand because when brands reinvent themselves after a tough quarter, it’s usually for the better!
Cover image via Mecca