Balance, perfect proportions and harmony – this is the golden ratio, a proportion that the human eye instinctively seeks in nature, landscapes and even human faces, recognising it as an ideal of beauty. This “divine proportion” was brought into the world of makeup by the American brand Anastasia Beverly Hills. Its founder sparked a true revolution in eyebrow shaping with her patented golden ratio method, using principles of aesthetic balance that later became the foundation of cosmetics beloved by leading makeup artists around the world.

Anastasia Beverly Hills has been helping to create polished and refined looks since 1997. The brand, also known by the abbreviation ABH, was founded by Anastasia Soare when she opened her first beauty salon in Beverly Hills. The famous Californian city remains part of the brand’s name, as does the founder’s first name, reflecting her Romanian heritage. In 2000, the brand introduced its first complete line of products inspired by the geometry of the golden ratio, designed to create the illusion of facial balance and symmetrical beauty.

Whether it is an Anastasia Beverly Hills eyeshadow palette, Anastasia Beverly Hills brow gel, Anastasia Beverly Hills foundation, mascara or lipstick, ABH products help achieve professional-quality makeup even at home. Among the brand’s celebrated favourites are the Anastasia Beverly Hills Norvina and Anastasia Beverly Hills Amrezy eyeshadow palettes, the Anastasia Beverly Hills Dipbrow pomade, the Anastasia Beverly Hills Brow Freeze styling wax, and the iconic eyebrow pencil Anastasia Beverly Hills Brow Wiz.