At the ABH Global Headquarters, the office of Anastasia Soare is filled to the brim with brand history. Here, ‘relic’ and ‘product’ are essentially interchangeable, each piece coming together to tell the story of an empire over twenty years in making.
Anastasia recently sat down with Harper’s Bazaar beauty director Jenna Rosenstein to film an installment of the famed ‘Beauty Stash,’ taking viewers on a behind-the-scenes tour of what’s kept stored at Anastasia Beverly Hills. The collection is beyond thorough, featuring glimpses of memorable markers of the brand’s past as well as an intimate look at the inner workings of the brand’s present.
“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. If we're not 100-percent happy or in love with, we won't launch.”
Watch below to hear from Anastasia herself about personally quality checking every single batch of product, the layout theory behind palettes, and the genesis of the first brow kit.