Masters of Scale How Anastasia Soare built a beauty brand worth billions
Mar 6, 2025
Anastasia Soare, the founder of billionaire beauty brand Anastasia Beverly Hills, shares her incredible journey from a Romanian immigrant to a beauty mogul. She reveals how a live appearance on Oprah transformed her brand's visibility and fueled demand, dubbed the 'Oprah Effect.' Soare discusses leveraging social media and directly engaging with her clientele, highlighting her daughter's influence in adopting influencer marketing. Her unwavering passion for beauty and commitment to growth underscore her refusal to retire anytime soon.
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Anastasia's Difficult Childhood
- Anastasia Soare grew up in Romania during the communist regime and witnessed hardships like property seizures and food scarcity.
- These experiences fueled her desire to defect and pursue a better life, eventually leading her to immigrate to the U.S. at 31.
Early Career and Arrival
- After arriving in Los Angeles, Soare learned English and, through a connection, got a temporary esthetician job.
- Her husband had encouraged her to get her esthetician license in Romania while waiting for her passport.
The Golden Ratio of Eyebrows
- Soare noticed that eyebrow shaping was overlooked in Hollywood.
- She realized the importance of eyebrow shape for facial expressions after seeing photos of herself and recalling the golden ratio's role in art.