Anastasia Beverly Hills Expands Into Skincare with a New Launch

Anastasia Beverly Hills, a brand often at the forefront of beauty trends, is making waves in Hollywood again. This summer, it’s stepping into the skincare realm with a new product, Hydra Prime SPF 50, which is a multitasking formula designed to offer extensive sun protection.

The brand’s president, Claudia Soaré, acknowledged the complexities of entering the sunscreen market, noting, “It’s not something you can just casually fork.” She emphasized how challenging it is for makeup brands to navigate this category.

If they were going to enter this space, they had to make a significant impact. Soaré explained that creating a sunscreen wasn’t a straightforward task; it needed to be fundamentally different, which posed its own set of challenges.

The Hydra Prime is packed with beneficial ingredients like beet root and niacinamide. It’s crafted to serve as a primer, sunscreen, and moisturizer all in one. “It provides hydration and a blurred base, making each layer feel smoother,” adds Soaré.

Since hitting the shelves, this summer-friendly product has garnered over 500 enthusiastic reviews from customers, with many describing it as “super smooth” and “very moist.” One reviewer even noted, “It feels light weight, absorbs quickly, and leaves no white cast or greasy finish.” They found their makeup applied seamlessly and lasted throughout the day.

Alongside Hydra Prime SPF 50, Anastasia Beverly Hills also launched new items this week, including a Smooth Blur Bronzer and a Magic Touch Blush Trio.

If past trends hold, this product seems on track to gain popularity. Notably, Lana Del Rey showcased the brand at this year’s Met Gala, while Sofia Vergara turned heads at the Golden Globes wearing their Perfect Blur Second Skin Matte Foundation.

The blurred base has notably been recognized as the No. 1 new beauty launch of 2025 by Circana, a renowned market research group, solidifying its presence in the industry.