How Anastasia Soare built a beauty brand worth billions
Mar 6, 2025
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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.
Anastasia Soare's journey showcases resilience as she transitioned from a Romanian immigrant to a billionaire beauty brand founder in the U.S.
Leveraging insights from her daughter and embracing social media trends enabled Soare to successfully tap into the influencer economy.
Deep dives
Adapting CRM for Business Efficiency
Atio is a customer relationship management system designed to adapt to the unique workflows of individual companies, distinguishing itself from traditional CRMs that require users to conform to their systems. The platform utilizes AI to automate a variety of complex business processes, such as contact organization and calendar syncing, effectively reducing the need for manual data entry. By enhancing data quality and streamlining operations, Atio allows teams to concentrate on scaling their businesses and fostering growth. This innovative approach not only increases efficiency but also aligns the CRM functionality with the specific needs of each organization.
Anastasia Soare's Immigrant Journey
Anastasia Soare's inspiring journey from Romania to the U.S. embodies the immigrant experience of resilience and determination. After enduring the hardships brought about by a communist regime, she arrived in Los Angeles at 31, driven by a dream of a better life and opportunity. Initially struggling with culture shock and learning the language, Anastasia found her footing by leveraging her beauty skills and gaining insights from clients and mentors. Her commitment to mastering her craft and the relationships she built laid the foundation for her future success in the beauty industry.
The Oprah Effect and Business Expansion
Anastasia Soare's appearance on Oprah's show marked a pivotal moment in her career, launching her from Hollywood's best-kept secret to a global beauty brand. The overwhelming response following the live eyebrow shaping transformed her business, resulting in a flood of client inquiries and media requests. This exposure allowed her to capitalize on the emerging trend of eyebrow styling and expand her services, ultimately leading to a brand valuation of $3 billion. To facilitate further growth, Anastasia later established partnerships with major retailers like Nordstrom and embraced social media strategies, adapting her business to the evolving consumer landscape.
Anastasia Soare is responsible for how everyone from Oprah to Kim Kardashian shape their eyebrows. Soare started as a Romanian immigrant in a single room salon in Beverly Hills, and decades later, her beauty brand peaked at a valuation of about $3 billion. She joined host Jeff Berman to reveal the lessons she has learned building a global beauty empire, how listening to her daughter helped the brand leverage the influencer economy, and why she never wants to retire.