Anastasia Beverly Hills’ Norvina Palette

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Norvina is a palette representing a departure from the norm at Anastasia Beverly Hills and it is quickly gaining new customers.

It has been less than a month since the private equity firm TPG Capital announced its minority investment in Anastasia Beverly Hills.

The brand known for its amazing brow products debuted its latest eyeshadow palette now known as something refreshing and new.

According to a 2018 Women’s Wear Daily, called Norvina, the name of Anastasia’s president Claudia Soare’s Instagram handle, the palette has a very personal connection to Soare. Those familiar with the launch also believe it will pull in a new group of users to the brand, as well. Industry sources estimate the company’s sales exceed $350 million. Anastasia Beverly Hills did not comment on sales. When TPG’s backing was announced in June, both companies said there are plans to ramp up e-commerce and international expansion. Product innovation will continue to play a big role in the company’s blueprint for growth, as well.

“I like to look for blind spots in the market. It is never the best decision to just bring out new for the sake of new,” Soare said. “We’ve never done a cool tone and such a colorful palette [as Norvina]. It is more pastel-ly with a color matrix that was missing from the brand. The fact that it went over so well made me super happy.”

The eyeshadow collection, that retails at $42, is already making a statement. “It is very consumer driven. I posted on a Friday and by Saturday I was shocked to see it everywhere,” Soare said in response to postings by influencers and fans. The photo used to herald its launch received more than 1 million likes. The consumer traction has Soare considering launching more products under the Norvina moniker, according to a 2018 Women’s Wear Daily report.

The palette began being sold on the Anastasia site on July 17, followed by physical distribution in Ulta Beauty this week and will be in all retail partners including Sephora, Macy’s, Dillard’s and Nordstrom next week.

I tend to focus my attention outwards and am drawn to the external world of action. I learn a lot about the world through experience. Focusing on what I have seen, heard, or touched, gives me the ability to develop a practical and realistic outlook on the world. Making decisions based on impersonal criteria like principles and logic is very important to me.I accept responsibility for my actions. When I succeed, I accept the satisfaction of the achievement, and if I do fail at something, I learn from it and do better next time. I feel confident in my abilities and am accepting of myself. I have good time management skills. I am able to fit the most important things in life into my schedule. I have a strong sense of goal commitment.

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