When you've done it all in color cosmetics, there's only one thing left to do: enter a new beauty category altogether. Following more than 20 years of innovation in brows, eyeshadow, blush, contour and recently minimalist foundation sticks and a blurring matte foundation, Anastasia Beverly Hills is dipping its toes into skincare. The venture was a long time coming for product developer and brand president Claudia "Norvina" Soare.
That left the beauty veteran with one option: an all-in-one product that can tap into either end of the spectrum. The original concept? A primer. "But not just another primer," she adamantly said.
"There are so many primers," she continued. "They're so competitive, and I think a lot of time, people don't care if they're cheap or expensive. It's extremely risky in my opinion. I knew I needed to make something that is like the Swiss Army Knife of skincare and makeup primer."
"I told myself it's going to be an amazing SPF," she declared of the lightly scented blend of uplifting citrus and fresh herbaceous undertones. "It's going to be no white cast, no stickiness. It's also going to be packed with skincare, and there will be major clinicals. It's going to be literally a skincare treatment for your face."
In addition to coinciding with the kickoff to summer, the launch is timed perfectly, as the SPF market is a buzzy one as of late. From emerging sunscreen brands like Ultra Violette and Good Weather Skin, to established beauty brands like Augustinus Bader and a headline-making Tower28, it's rare to find an entity in this space that hasn't tapped into sun care.
For Soare, what started as a primer and led to an SPF resulted in what she finally calls a "jack of all trades," all-in-one product that also includes moisturizing properties.
"Calling it just a primer almost cheapens how major the formulation is, and all the actives that we have in there and all the things it does," Soare says, of the derm-approved, vegan, non-comedogenic formula. "It's not to say that primers aren't important, but this does so much more."
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