How Anastasia Soare Built a Beauty Empire (Founder of Anastasia Beverly Hills)

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Powerhouse entrepreneur Anastasia Soare is the founder, CEO, and driving force behind Anastasia Beverly Hills — one of the fastest-growing brands in the beauty industry. After immigrating from Romania in 1989, she started her business as a one-woman operation and quickly created a revolutionary technique now known as the Golden Ratio Eyebrow Shaping Method®. This technique earned her the nickname the “Queen of Brows” and has become a staple in modern beauty routines worldwide. She went on to build an empire — and she’s certainly raised a few eyebrows along the way. In this episode, she talks to Nancy about her journey from one-room salon to leading a beauty empire, the importance of expanding carefully, and how to stay authentic as you grow.

Anastasia’s entrepreneurial journey was built on a deep commitment to mastering her craft and delivering exceptional products. Her leadership has earned her recognition, including a spot on Forbes’ “50 over 50: Lifestyle List” in 2023. Anastasia is passionate about sharing her journey to inspire others and believes that if she can do it, anyone can.

Timestamps:
[00:00] Introduction
[01:53] Anastasia’s journey from Romania to Los Angeles
[02:45] Struggles with language and settling in the US
[03:15] Working in a salon after arriving in the US
[04:51] Starting her own eyebrow business in Beverly Hills
[07:05] Developing eyebrow stencils for clients
[08:30] The organic growth of Anastasia Beverly Hills
[09:00] Expanding from services to products
[10:39] Training estheticians to scale their businesses
[12:01] Working with her daughter Norvina
[15:25] Early social media adoption
[18:17] Rising marketing costs in social media today
[20:38] Importance of exceptional products for brand launch
[21:14] Challenges of global brand expansion
[22:27] Expanding internationally and maintaining brand essence
[23:41] Building relationships with key retailers
[26:54] Partnering with TPG Capital for growth
[30:42] Lessons from over two decades as CEO
[34:33] Her mother’s influence on her work ethic
[35:01] Mastering your craft and staying authentic
[37:29] Anastasia’s methods for recharging
[40:34] Memorable moments in the salon with celebrities
[41:28] Supporting young adults from foster care

Follow Anastasia Soare:
https://www.instagram.com/anastasiasoare/

Resources Mentioned:
Anastasia Beverly Hills | https://www.anastasiabeverlyhills.com/
CosmoProf | https://www.cosmoprofbeauty.com/
Nordstrom | https://www.nordstrom.com/brands/anastasia-beverly-hills–55?origin=productBrandLink
Sephora | https://www.sephora.com/ca/en/brand/anastasia-beverly-hills
Ulta | https://www.ulta.com/brand/anastasia-beverly-hills

More From Nancy:
https://www.instagram.com/nancytwine/
Website | http://www.nancytwine.com/

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