This March, the brow-centric beauty brand Anastasia Beverly Hills will launch its entire collection of colour cosmetics at Sephora and Sephora.ca. Currently, only select products—predominately for brows—are available through the retailer. More than 200 SKUs, including concealers, eyeshadows, highlighting kits and the Instagram-famous matte liquid lipsticks, will be joining fan favourites like the Dipbrow Pomade and Contour Kits.
The 18-year-old brand, which made its Sephora Canada debut in 2007, was founded in the U.S. by Romanian-born aesthetician Anastasia Soare, who tended to the famous arches of Cindy Crawford and Michelle Pfeiffer, when she wasn’t able to find suitable brow products on the market. Given Soare’s core belief that eyebrows have the ability to completely transform a face, the expansion into colour cosmetics seems a logical one.
“Beauty can be enhanced by bringing your natural features into balance and proportion, an approach that, of course, begins with brows. We decided to add lip and eye colour to the assortment to help apply this beauty philosophy to the entire face,” explains Mary-Catherine Mellon, the brand’s director of marketing. “As the popularity and demand for these cult-favourite items grew, we were more than enthusiastic for the opportunity to expand into Sephora.”