Anastasia Soare was born in Romania in 1958. Since then, she has forged an international reputation as a pioneer in eyebrow aesthetics. After studying art and architecture in Bucharest, she came to the United States in the 1980s. She began her career as a beautician in Los Angeles, before setting up her own salon there. With her innovative methodology that combines facial anatomy and geometry, the soon-to-be entrepreneur made it her mission to create the most harmonious eyebrow shape for each and every one of her customers. To do so, she created specialized products that weren’t on the market at that time and founded Anastasia Beverly Hills in 1997.
Anastasia Beverly Hills, a Cosmetics Empire
Although its golden-ratio-inspired technique took time to establish itself, it ended up winning the hearts of many beauty enthusiasts, including major celebrities and professional make-up artists. 26 years after the brand’s creation, the beauty world swears by it. But for the woman nicknamed the Queen of Eyebrows, resting on her laurels is out of the question. She quickly expanded her empire by extending her expertise to other make-up bag essentials, far beyond her initial specialty. Mascara, liquid lipstick, eye and complexion palettes… Today, Anastasia Beverly Hills has become a mainstay reference in the beauty industry.
Where does your passion for eyebrows come from?
My passion for eyebrows comes directly from my personal experience. In the 1980s, the trend was for thin, rounded eyebrows. My beautician used to wax them that way, but when I saw photos of myself, I always looked surprised and thought it distorted the structure of my face.
I thought to myself, there has to be an eyebrow shape that is more suited to each face. Drawing on the knowledge I acquired during my art studies, particularly about the golden ratio, I developed my own patented method: the Golden Ratio, which achieves perfect harmony between facial features and eyebrows using three specific measurements.
This discovery was a revelation and ignited a deep passion for eyebrows. I realized that well-drawn eyebrows can truly transform a face and reveal all its beauty. Since then, I’ve dedicated my career to helping people find the eyebrow shape that suits them best, using my Golden Ratio method as a guide. My passion continues to grow, as I witness every day the positive impact that well-shaped eyebrows can have on a person’s self-confidence and overall appearance. That’s what drives me to keep innovating and developing new products and techniques to help people achieve perfect eyebrows that enhance their natural beauty.
25 years ago, eyebrow makeup wasn’t as trendy as it is today. How did you convince your customers to get interested in it?
25 years ago, when I first started highlighting the importance of eyebrow make-up, it wasn’t as widespread a trend as it is today. Initially, my customers noticed a significant change on my own face but didn’t really know what it was. When I explained my method and the benefits of a balanced eyebrow shape, they were actually quite skeptical, but the good thing about eyebrows is that the results are immediately visible.
My customers quickly noticed the balance and harmony it brought to their faces, as did the people around them, who complimented them. This positive feedback encouraged my customers to return regularly. My method’s popularity began to grow. People realized the impact that well-shaped eyebrows could have on their overall appearance and self-confidence. So, little by little, eyebrow makeup became a must-have trend in the beauty industry. Today, I’m happy to see that it’s become an essential part of many people’s beauty routines.
Currently, you’re running the company with your daughter Claudia. What dynamic has this collaboration brought to the Anastasia Beverly Hills brand?
Our collaboration has brought a unique and valuable dynamic to the brand. Claudia joined the company at an early age, starting with simple tasks at the reception desk of my salon when she was just out of high school. Over the years, she has demonstrated incredible business acumen and a deep understanding of trends and younger consumers’ expectations. She was the person who convinced me to open an Instagram account for the brand in 2012, at a time when few people paid much attention to the platform.
Claudia’s vision as a young consumer has been invaluable to our company. She makes an invaluable contribution to the brand by understanding every consumer’s needs and desires. I’m extremely proud of her and everything she’s achieved. She has exceptional talent and an undeniable passion for the beauty industry. Our collaboration has strengthened the Anastasia Beverly Hills brand and helped us continue to meet fluctuating market expectations. Together, we form a strong team determined to pursue innovation and excellence in everything we do. Having Claudia by my side is a real source of pride and a guarantee of our company’s future success.
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What was the most memorable moment of your career?
It’s hard to pick just one memorable moment in my career, as there have been several important milestones. First of all, opening my salon in Beverly Hills was an unforgettable moment. It was the start of an incredible adventure and the culmination of several years’ hard work. Then, appearing on Oprah Winfrey’s show was an extraordinary experience. I had the opportunity to do Oprah’s eyebrows live on her set. That was an incredible moment of pride and recognition.
Another highlight was going to Michelle Obama’s White House Christmas party. Finally, celebrating the 25th anniversary of my brand at my home in Beverly Hills will always be engraved in my memory. Surrounded by loved ones and supported by a host of celebrities, I was able to celebrate that career milestone and reflect on how far I’ve come. Each of these memorable moments has helped shape my career and strengthened my determination to continue innovating and inspiring. I’m grateful to have had these exceptional opportunities and can’t wait to see what the future holds.
You’re a successful entrepreneur, what advice would you give to someone wanting to get started today?
My main advice would be to be passionate and really love what you do, because starting a business can be very complicated. We have to make compromises and accomplish tasks that are not always easy. However, if you’re really passionate about what you do, you’re more than capable of overcoming obstacles and succeeding. Success depends on a number of factors. You need talent, but not only talent. Hard work is the key. You need to have a clear vision of what you want to achieve, and know how far you’re prepared to go to reach your goals. You have to be determined.
There are days when, like everyone else, we feel like doing something else, but it’s important to stay focused on the end goal. It’s also crucial to stay in tune with market needs and expectations, keeping an eye on trends and developments, while remaining true to your vision and identity. Innovation and adaptability are essential if you want to stand out from the crowd. Finally, you need to surround yourself with competent, passionate people who share your vision. A strong, committed team can make all the difference to a company’s success.
Anastasia Beverly Hills – Exclusively at Sephora
www.anastasiabeverlyhills.com
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