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.

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