It officially went on sale July 25, and beauty addicts everywhere have collectively been wondering one thing: Is the Anastasia Beverly Hills Subculture Palette limited edition? In these days of blink and you'll miss them launches, it's certainly a fair question — so, once it sells out, will it be gone for good?
When the palette was first announced, things were a little up in the air — it seemed like there was a chance that it might not be sticking around. When asked "Will it be permanent?" via Twitter, Claudia Soare (AKA Norvina, AKA Anastasia Soare's daughter, AKA the president of ABH) answered rather cryptically, saying, "If you guys like it, yeah. It's up to you." The tweet served as a kind of challenge to the brand's loyal fans, and boy did they rise to the occasion. They flooded the ABH website at the launch, even causing it to crash — and eventually, as per Soare's Twitter account once again, they even broke ABH's "internal sales record for highest sales of a new item."
Well, with sales like that, it looks like we can all breathe a collective sigh of relief now: the new Subculture Palette is officially part of the permanent ABH collection now.
Good news is that it's permanent & the holidays are coming up lol— norvina (@norvina1) July 25, 2017
Soare made the palette's status official on the day of the launch, and it's definitely something worth celebrating — plus, she's completely right about Subculture making the perfect holiday present.
I mean, those gorgeous shades are to die for — heck, the duochrome bright white/hot pink color Cube alone is basically worth the price of admission.
So, are you relieved? Of course, you're still probably going to want to grab the palette ASAP, but it's good to know that it's not going the way of the brand's beloved Kim Kardashian-inspired Mario Palette (R.I.P.), right?