Beauty Exclusive

The ABH x BoxyCharm Collab Is Here To End Your Makeup Rut

Anastasia and Claudia Soare share details.

by Hilary Shepherd
Originally Published: 
The secret is out: BoxyCharm's Premium Box for July will be an Anastasia Beverly Hills takeover.

Yup, the rumors and spoilers are true: a BoxyCharm x Anastasia Beverly Hills Premium Takeover Box is coming July 2021. Beauty lovers who subscribe (the monthly cost is $25 for a base subscription, plus another $35 for the Premium upgrade) will get six, full-size Anastasia Beverly Hills products tailored specifically to their preferences — and considering that the price tag on one Norvina palette alone is $60, that’s a pretty solid savings. “We’re setting you up for your full face,” Anastasia Beverly Hills’ President Claudia Soare (better known to many as Norvina) tells Bustle exclusively. “The overall theme of each box is that it’s a total look. [There’s] skin, eyes, and brows.”

While each box will contain a personalized assortment of makeup — you’ll receive a unique combination of products that’s based on a quiz taken when you sign up — some of the cosmetics in the mix include everything from Anastasia Beverly Hills’ wildly popular Brow Definer, Clear Brow Gel, and Tinted Brow Gel to Norvina’s buzzy Pro Pigment Palette Vol. 1 (which features purples, pinks, and blues) and Palette Vol. 3 (which has autumn-friendly shades like green and burnt orange). Also possible? Other ABH all-stars like the Dewy Set Setting Spray, Lash Brag Volumizing Mascara, Loose Setting Powder, and Shimmer Body Oil.


Norvina says she specifically chose those two eyeshadow palettes because they cater to both the experimental consumer and the beauty lover who prefers warmer, earthier tones. Both, however, include a wide range of matte and sparkly shades. “In order to get a good eye look, you need both,” she says. “To create dimension and bring structure to a look, you need matte. I think of sparkly shades as the frosting — the little cake topper.”

Naturally, brow products (ABH’s bread and butter) were crucial to include — especially in the wake of a global pandemic. “People have been at home looking at themselves on Zoom, and they realized they need to pay attention to their eyebrows,” Anastasia Beverly Hills founder and CEO Anastasia Soare tells Bustle. She adds that the BoxyCharm Premium takeover comes shortly after the launch of her brand’s brow app, which uses patented technology and the Golden Ratio eyebrow shaping method to help you achieve your perfect shape and color. “I think after a year of lockdown, people are willing to [play] with color and be a little more adventurous in trying different looks,” she says.


Previously, BoxyCharm has teamed up with brands like Fenty Beauty (which marked the brand’s first-ever takeover) and Farmacy Beauty. For ABH, the collab is one of many: In the past, they’ve worked with Kim Kardashian fave Mario Dedivanovic, beauty vloggers Nicole Guerriero, Jackie Aina, and Carli Bybel, and influencer Amra Olević Reyes (aka the glamorous Amrezy).

“BoxyCharm has such a diverse community of beauty lovers, so we thought they’d be the perfect match for us,” says Soare of the partnership. “We’ve been big fans for many years and [found] the perfect time [to collaborate].”

To snag this limited-edition box, be sure to join the BoxyCharm Premium subscription waitlist before July 30.

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