Anastasia beverly hills is a staple beauty brand for all makeup lovers, from beauty beginners to seasoned professionals. In addition to their signature collection of brow products, Anastasia Beverly Hills is known for producing "buttery" and "pigmented" eyeshadow palettes in a unique range of long-wearing shades. "Subculture" is set to be another winner for a brand slated to revolutionize the beauty industry.

A social brand

Over the years, Anastasia Beverly Hills amassed over 14 million followers on their Instagram account where they regularly post about upcoming products, swatches of their one-of-kind colors, and video tutorials from social media-based makeup artists about how to use their products to create stunning looks.

In a post on their Instagram account, the brand wrote: "In August 2012 when this page started, this page was the home base for our Subculture; where makeup lovers united, and still do." The brand was largely inspired by their social media interactions on the platform to create this palette, thus the name "Subculture" was coined for the new palette's promotion.

The brand assured their beauty followers that "Subculture is the second palette in the ABH collection created with our insta family in mind." The new eyeshadow palette is a homage to where the beauty brand began from humble beginnings to a global makeup resource. The brand regularly engages with their fans and followers on the platform, reposting looks from creators to inspire others while promoting Instagram-based makeup artists along the way.

An All-Star lineup

"Subculture" is the newest addition to an impressive collection of eyeshadow palettes. With fierce competition in the beauty game, Anastasia Beverly Hills consistently stands out with their palette releases. Released in the summer of 2016, the brand's "Modern Renaissance" palette stole the hearts of makeup lovers with their berry shades.

Before Kim Kardashian released her own beauty empire, Anastasia Beverly Hills launched a palette created by her longtime makeup artist Mario Dedivanovic called the "Master Pro Palette by Mario." The palette, featuring a stunning selection of neutrals, included a shade called "Kim" inspired by the famous Kardashian. With such iconic predecessors, "Subculture" is expected to be another solid release from ABH.

Innovation in a palette

The unique shade selection in "Subculture" paired with its luxurious formula is going to be its major selling point. The palette features a mix of finishes, from matte eyeshadows to shimmers. It is rich with jewel-toned shades including the royal blue shade "Axis" and the hunter green shade "Untamed." The standout shade in the palette is the lavish, golden-toned shadow called "New Wave." The colors will undoubtedly lead to the creation of gorgeous smoky eyes and bold eye makeup looks like no other.

"Subculture" is one 2017 release in a rather exciting year of upcoming beauty products. The palette launches July 25th on Anastasia Beverly Hills' website. For beauty retailers, the palette will launch online at Sephora, ULTA, Macy's, and Dillard's on August 1st, and in-store on August 15th.