Anastasia Beverly Hills' new beauty balm will be on full display at launch event
Photo courtesy of Dhavi Sheila
Anastasia Beverly Hills, a decades-long leader in pigmented makeup formulas, is experimenting with a softer approach. The brand launched its 16-shade beauty balm on March 28, which product developer and president Claudia “Norvina” Soare told Forbes is “the first of its kind.” Ta.
She says her Second Skin skin products are different from other products on the market.
“All tints these days come in a pump or something that you have to squeeze out, and they're liquid,” she explains. “I end up putting too much on my face and it ends up looking greasy and oily. I feel like I'm using too much and defeating the purpose of light makeup.”
While this pocket-friendly product is aimed at everyone, Soare, daughter of ABH founder Anastasia Soare, says this could be a particularly noteworthy breakthrough for Gen Z and everyday men. He says there is.
“Many parents are really afraid to let their teens wear makeup,” she says. “When I look at it, it reminds me of my father. My father was crazy. He couldn't even wear makeup. He was very strict. A lot of people go to schools that don't allow makeup. This product literally I would have scored points for this because it's an undercover makeup. Your dad can't measure this. It looks cute but no one knows about it, it's the perfect product.”
This goes hand in hand with the brand's approach to helping men get used to makeup.
“I'm always surprised by men's reactions,” Soare says, referring to the people who shared the product in the run-up to its release. “So many men tell me they need it in their kit because they do men's grooming and the stuff they use doesn't last all day long.”
Looking beyond men on camera, Soare says, “I wanted makeup that any man would be comfortable wearing and wouldn't make him look weird.” “Our product doesn't require a brush or sponge. It doesn't come with a pump. Anyone can use the stick.”
This announcement is in line with recent trends in makeup frequency developed for everyday men, as reported by Forbes magazine. This also coincides with festival season, which begins with Coachella in a few weeks.
“It's a perfect launch for the festival season,” says the pro. “You don't realize how much foundation you wear on a regular basis until you go to a festival, and then you're like, wow, I'm dying.” This is makeup perfection and it's in your hands. I'm really looking forward to it. This is like the most comfortable thing to wear outdoors. ”
Soare initially noticed a gap in the brand's product portfolio during the height of Covid-19. She admits that sales are down at the moment, with the exception of eyebrow products.
“At the beginning of the pandemic, we learned that second skin, no-makeup makeup, and under-makeup were becoming very prevalent and popular,” she says. “I think it would be a shame for us not to offer something for that customer, especially now, when we have more customers like that than completely attractive customers.”
Four years later, ABH's Serum Enriched Skin Tint was born. Unveiled at a media and influencer event in Los Angeles the day before its launch, this powerful product can be classified as a BB cream. The product contains hyaluronic acid microspheres to smooth fine lines and wrinkles, as well as peptide complexes to enhance youthful skin, fatty acids to protect and restore, and collagen stabilizers for moisturizing and smoothing effects. I am.
With bold everyday makeup on the decline, will Soare tweak her iconic look?
“We have the most pigmented eyeshadow, and I wouldn't change my eyeshadow no matter what,” she says. “But, for example, I'm working on products that give less shadow palettes and more skin tone, which has never been the case in the past.”
As for the future, she says, “I have a lot of ideas.” “If this is successful, we know what the second and third numbers will be, but when you've been doing product development for years, you might have thought something would be a big hit, but it's not. We can see that it wasn't. So it's better to be safe. We're going to see if this gets off the ground, and then what we already had planned will automatically start.”