There are beauty brands… and then there are movements.
And when you talk about Anastasia Beverly Hills, you’re really talking about both—because at the heart of it is a mother-daughter duo that turned brows into a global obsession and glam into an art form.
Let’s talk about the daughter—the one your readers already adore:
The Norvina Effect
Claudia Norvina Soare—known simply (and iconically) as Norvina—isn’t just the President and Creative Director of Anastasia Beverly Hills. She’s the pulse, the color story, the electric current running through the brand’s modern identity.
Born in Romania and raised between cultures, Norvina grew up watching her mother build something from nothing—then quietly stepped into every role imaginable within the company. Front desk. Marketing. Labs. Social media. She didn’t inherit a throne—she built her way to it, brushstroke by brushstroke.
By 2016, she officially took the reins as President and Creative Director, and suddenly ABH wasn’t just about perfect brows—it was about bold color, fearless expression, and unapologetic individuality.
Yes—The Brand Is Named After Her Mother
Let’s clear it up (because yes, your instinct was right):
The brand is named after Anastasia Soare—Norvina’s mother, the legendary “Queen of Brows.”
She founded the company in 1997 in Beverly Hills, introducing her now-famous “Golden Ratio” brow-shaping method and building a beauty empire from scratch.
What Norvina did was take that legacy and explode it into the digital age—turning ABH into a social media powerhouse with a fiercely loyal global fanbase.
Social Media, But Make It Art
Norvina didn’t just use Instagram—she understood it.
Long before every brand was chasing likes and reels, she was already building a community.
Her aesthetic?
Think:
- Hyper-pigmented shadows
- Futuristic palettes
- Neon dreams and cosmic glam
- Makeup that feels like performance art
She helped grow ABH into a digital-first beauty giant, connecting directly with fans and shaping trends in real time.
And let’s be honest—if you’ve ever fallen into a spiral of swatches and palette reveals at 2AM… you’ve felt her influence.
Norvina x Drag Culture: A Perfect Match
Now here’s where your LGBTQ blog audience will absolutely light up.
Norvina and ABH have deep, ongoing ties to RuPaul's Drag Race—not just as sponsors, but as active participants in the culture.
- Norvina has appeared as a guest judge across multiple Drag Race seasons and international spin-offs
- ABH frequently provides prizes for contestants
- The brand collaborates with drag icons (including fan-favorite queens like Alyssa Edwards)
And honestly? It makes perfect sense.
Drag is transformation.
Drag is exaggeration.
Drag is storytelling through makeup.
And Norvina’s creative direction lives in that exact same space—where makeup isn’t about hiding flaws, it’s about becoming something extraordinary.
The Norvina Legacy (Still Being Written)
Norvina didn’t just step into a successful brand—she reshaped it into something louder, brighter, and more inclusive.
She represents a new kind of beauty leader:
- Digital-first
- Community-driven
- Fiercely expressive
- Deeply connected to queer artistry and performance
And if ABH started as a brow revolution…
Norvina turned it into a full-blown color renaissance.
Why the LGBTQ Community Loves Norvina (And Always Will)
Because she gets it.
Not in a performative way—but in a creative, collaborative, culture-shaping way.
She champions:
- Self-expression over perfection
- Boldness over blending in
- Art over rules
And in a world that still tries to put beauty in a box…
Norvina hands you the palette and says, “Go wild.”
You can grab their products over on the Anastasia Beverly Hills website or on Amazon.
