Anastasia Beverly Hills Enhances Financial Stability with Recapitalization Deal

Anastasia Beverly Hills Completes Recapitalization Transaction

On December 24, 2025, Anastasia Beverly Hills (ABH) announced the successful completion of a recapitalization transaction aimed at fortifying the company's financial health and future growth. The deal, which garnered unanimous support from its lenders and TPG, reflects a significant shift in ABH's operational strategy, particularly in relation to its debt management and equity positioning.

Major Investment from Founder

The driving force behind this recapitalization is ABH’s founder and CEO, Anastasia Soare, who has invested a remarkable $225 million into the company’s equity. Soare's role as the majority owner remains unchanged, but her financial commitment reinforces her confidence in the brand and its strategic direction.

In commenting on this transformative deal, Soare stated, "With this transaction, we have greater financial flexibility to support ABH both today and through our next chapters of innovation and growth." This flexibility is expected to enhance ABH's capacity to engage in new product development, strengthen customer relations, and optimize marketing and distribution strategies.

A New Chapter for Growth

The successful recapitalization sets the stage for Anastasia Beverly Hills to embark on new ventures in an evolving market. Soare emphasized the importance of customer feedback and loyalty, which have sustained ABH's performance during challenging periods. The recapitalization positions the brand not only to maintain its current market standing but also to expand its influence in the beauty industry.

The management team expresses an inspiring commitment to innovation, with plans to develop new products tailored to its passionate consumer base. Soare revealed that the brand’s creativity is driven by close ties with customers and collaborators, fueling their dedication to remaining a frontrunner in beauty. Their sustained high standards are evident through popular products like Brow Wiz and Brow Freeze Gel.

Robust Support from Lenders

ABH's working relationship with its lenders has been characterized by strong support, allowing for a collaborative approach toward the brand's growth ambitions. The partnership with TPG has also proven fruitful, with both entities looking forward to continuing their collaboration under the newly established financial framework.

As ABH moves forward post-recapitalization, Soare highlighted the potential to deepen customer engagement through innovative product lines and enhanced marketing efforts. The company aims to build on its already impressive foundation by also investing in its talented workforce, ensuring that ABH not only remains a leading name but actively shapes the future of the beauty sector.

About Anastasia Beverly Hills

Founded in 1997 with a flagship salon in Beverly Hills, Anastasia Beverly Hills has grown into a prominent brand recognized for its contributions to beauty innovation, particularly in brow products. The company first made waves with its patented Golden Ratio Eyebrow Shaping Method, changing the landscape of the beauty industry. Now available in over 30 countries and numerous high-profile retailers, ABH continues to expand its reach and influence.

Products are available through multiple outlets, including anastasiabeverlyhills.com, Dillard's, Macy's, Nordstrom, Sephora, ULTA, among others. Bestsellers such as Brow Wiz and Impeccable Setting Spray speak to the brand’s commitment to quality and innovation.

In summary, the recapitalization of Anastasia Beverly Hills marks a pivotal moment for the company, enabling it to not only survive but thrive in an ever-competitive environment. As it embraces this new chapter, ABH's commitment to its customer base and product excellence remains steadfast.