Anastasia Beverly Hills (ABH) is a cruelty free American cosmetics brand. More recently, they have developed a cult following for their eyeshadow pallettes and developed a series of collaborations with high-profile influencers. They were once most well-known for their eyebrow products and patented ‘Golden Ratio’ method of shaping and styling eyebrows.
This patented Golden Ratio® method remains at the heart of Anastasia Beverly Hills. Each product launch is inspired by makeup’s unique ability to create the illusion of facial balance, symmetry, and proportion.
In the UK, you can buy Anastasia Beverly Hills online directly through their website or at Cult Beauty, or in-store at Selfridges.
Is Anastasia Beverly Hills Cruelty Free?
Anastasia Beverly Hills are cruelty free and have been cruelty free since their conception in 2000. They are against animal testing in every sense, and state on their website:
ABH is listed on the PETA website as cruelty free, and are not owned by any parent company, meaning there’s very little chance of hidden animal testing or insincere policies. In fact, Anastasia Soare, the founder of ABH, is still the CEO of Anastasia Beverly Hills.
ABH also don’t sell their products in China, which means they are not subject to the post-market animal testing laws there.
Are ABH Products Vegan?
Although it’s not immediately clear, you can easily find out which of Anastasia Beverly Hills cruelty free products are also vegan on their website. If you head to the search bar and search ‘vegan’, it will take you straight to a page called ‘Vegan Beauty‘. There is also a clear ‘vegan’ label on each of their products, so if this is missing then you know the product you’re looking at isn’t suitable for vegans. Unfortunately, you can’t do the same with vegetarian products (some of their products still contain carmine and other additives derived from animals or insects).
Are Anastasia Beverly Hills a Sustainable Brand?
There isn’t much information available online about Anastasia Beverly Hills views or movements on sustainability. There have been linked to the “Change the Game” Movement which aims to “created iconic branded eco-friendly packaging made from 100% recycled material”, but this isn’t mentioned anywhere on the ABH website.
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