By  on August 3, 2018

Less than a month after private equity firm TPG Capital announced its minority investment in Anastasia Beverly Hills, the brand debuted its latest eye shadow palette that was somewhat of a new twist.

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.

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