Anastasia Beverly Hills lifts international sales 90% year over year

U.S. beauty brand Anastasia Beverly Hills sells cosmetics into Canada, Europe and Gulf markets, where tax, currency, payment and delivery friction had constrained cross-border conversion. After integrating Global-e, it connected local currency, duties and tax display, local payment methods, customs and delivery into one checkout flow. The vendor case says that within three months international conversion rose 51% year over year, international sales 90% and international online revenue 75%; in Canada, duties-inclusive CAD pricing led 99.6% of shoppers to choose local currency, conversion to rise 67% and orders 140%, while the business reached about 200 markets. The profit mechanism is reducing checkout uncertainty and widening addressable markets rather than merely buying more traffic. Risks include vendor-and-brand-reported data, no absolute revenue or profit, and continuing costs in compliance, returns, acquisition and platform dependence.