Anastasia Beverly Hills’ first-ever sunscreen is like three products in one
Anastasia Beverly Hills‘ latest launch is primed to be a Hollywood hit.
While the brand’s best known for its brow products, this summer it’s diving into the skincare category for the first time ever with a new multitasking formula: Hydra Prime SPF 50, a broad-spectrum sunscreen.
“SPF is a tough category, especially for a makeup brand; it’s not something you can just casually branch into,” brand president Claudia Soare told the Post.
“If we were going to do it, we had to come [in] a lot harder than just another sunscreen; it couldn’t be basic,” she added. “It had to have real clinical skincare benefits.”
Featuring ingredients like beet root and niacinamide, the fresh formula functions as three products in one: primer, sunscreen and moisturizer. (“It gives me that hydrated, blurred base and makes everything layer smoother,” Soare explained.)
While the summer-ready staple just hit shelves, its already garnered over 500 largely glowing customer reviews, with shoppers calling it “super smooth” and “so hydrating.”
“It feels lightweight, absorbs quickly, and doesn’t leave a white cast or greasy finish,” one customer raved. “My makeup went on smoothly and lasted all day.”
In addition to Hydra Prime SPF 50, the beauty brand also launched its Smooth Blur Bronzer and Magic Touch Blush Trio this week.
If history is any indication, it’s only a matter of time before the new products end up on famous faces; Lana Del Rey wore a full face of Anastasia Beverly Hills at the Met Gala this year, while Sofia Vergara debuted its Impeccable Blurring Second-Skin Matte Foundation at the Golden Globes.
The blurring base was even named the No. 1 new beauty launch of 2025 by Circana, a top market research group.
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This article was written by Hannah Southwick, Commerce Writer/Reporter for Page Six Style. Hannah spies deals on actually affordable celebrity-worn styles, puts Hollywood’s favorite labels to the test and finds the beauty products that keep stars red carpet-ready. She consults stylists and industry pros — including celebs themselves — for firsthand product recommendations, trend predictions and more. In addition to writing for Page Six since 2020, her work has been featured in USA Today and Parade.