Anastasia Beverly Hills‘ newest launch is primed to be a Hollywood hit.
Whereas the model’s finest identified for its forehead merchandise, this summer time it’s diving into the skincare class for the primary time ever with a brand new multitasking components: Hydra Prime SPF 50, a broad-spectrum sunscreen.
“SPF is a tricky class, particularly for a make-up model; it’s not one thing you may simply casually department into,” model president Claudia Soare informed the Put up.
“If we had been going to do it, we needed to come [in] so much tougher than simply one other sunscreen; it couldn’t be primary,” she added. “It needed to have actual medical skincare advantages.”
That includes elements like beet root and niacinamide, the contemporary components capabilities as three merchandise in a single: primer, sunscreen and moisturizer. (“It offers me that hydrated, blurred base and makes every part layer smoother,” Soare defined.)
Whereas the summer-ready staple simply hit cabinets, its already garnered over 500 largely glowing buyer opinions, with consumers calling it “tremendous easy” and “so hydrating.”
“It feels light-weight, absorbs shortly, and doesn’t go away a white forged or greasy end,” one buyer raved. “My make-up went on easily and lasted all day.”
Along with Hydra Prime SPF 50, the sweetness model additionally launched its Clean Blur Bronzer and Magic Contact Blush Trio this week.
If historical past is any indication, it’s solely a matter of time earlier than the brand new merchandise find yourself on well-known faces; Lana Del Rey wore a full face of Anastasia Beverly Hills on the Met Gala this 12 months, whereas Sofia Vergara debuted its Impeccable Blurring Second-Pores and skin Matte Basis on the Golden Globes.
The blurring base was even named the No. 1 new magnificence launch of 2025 by Circana, a prime market analysis group.
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This text was written by Hannah Southwick, Commerce Author/Reporter for Web page Six Model. Hannah spies offers on really reasonably priced celebrity-worn types, places Hollywood’s favourite labels to the take a look at and finds the magnificence merchandise that preserve stars pink carpet-ready. She consults stylists and business professionals — together with celebs themselves — for firsthand product suggestions, pattern predictions and extra. Along with writing for Web page Six since 2020, her work has been featured in USA Immediately and Parade.
