Innovating in the Beauty Industry

Anastasia Soare, the founder and president of Anastasia Beverly Hills, discusses her journey in the beauty industry. She shares how they started organically on Instagram, following makeup enthusiasts who were doing tutorials and trials of their products. Anastasia talks about the importance of innovation in creating new products and improving existing ones, mentioning their popular Brow Wiz and the recent Brow Freeze innovation. She also mentions their focus on listening to their customers and adapting to new trends to stay relevant in a constantly changing industry.