I’ve always been drawn to stories of people who spot something everyone else overlooks and turn it into gold. Anastasia Soare’s journey hits close to home for me—coming from humble beginnings myself, I remember experimenting with makeup in my early 20s, over-plucking my brows in that ’90s thin trend and regretting it for years. Then along came Anastasia Beverly Hills, and suddenly brows were the frame of the face. Her story isn’t just about beauty; it’s about grit, vision, and proving doubters wrong. From fleeing communist Romania to building a brand that’s reshaped how we see ourselves, Anastasia’s path is nothing short of inspiring.
Anastasia Soare, often called the “Queen of Brows,” immigrated to the U.S. in 1989 with her young daughter, little money, and no English. What she did have was art school training and a bold idea: apply the Golden Ratio—a mathematical principle of perfect proportion—to eyebrows.
She started small, noticing salons ignored brows, and turned that gap into an empire. Today, Anastasia Beverly Hills (ABH) is a global powerhouse with iconic products and a story that proves passion plus persistence can change everything.
From Romania to Reinvention: The Immigrant Beginnings
Anastasia grew up in communist Romania, where her parents ran a tailoring shop. She studied art and architecture, learning about balance, symmetry, and the Golden Ratio from masters like Leonardo da Vinci.
Escaping the regime was risky—she left everything behind, arriving in Los Angeles as a single mom. Learning English from Oprah’s show (foreshadowing much?), she took an esthetician job in Beverly Hills.
No one focused on brows back then—thin, over-plucked was the vibe. But Anastasia saw potential, quietly shaping clients’ arches and watching faces transform.
The Golden Ratio: A Revolutionary Discovery
Anastasia’s “aha” moment came from her art background. The Golden Ratio (about 1:1.618) creates harmony in design—think Mona Lisa or Greek statues.
She patented a three-step method: map the brow using facial landmarks, shape for balance, and fill naturally.
Clients raved—suddenly, brows lifted eyes, softened features, and boosted confidence. It wasn’t just grooming; it was architecture for the face.
How the Golden Ratio Works
| Step | Description | Benefit |
|---|---|---|
| Start | Line from nose edge through inner eye corner | Defines beginning for openness |
| Arch | Diagonal from nose through pupil | Creates lift and expression |
| End | From nose edge through outer eye corner | Balances length and harmony |
Opening the Salon: Defying the Doubters
In 1992, Anastasia rented a small room in a Beverly Hills salon. Landlords laughed at her brow-only focus—banks denied loans.
She persisted, working endless hours. Word spread among celebrities—Cindy Crawford, Naomi Campbell, Michelle Pfeiffer.
By 1997, she opened her flagship salon. Vogue featured her; demand exploded.
Launching Products: From Service to Shelf
Clients needed at-home tools. In 2000, ABH launched brow products—powders, pencils, stencils.
Brow Wiz became iconic: ultra-slim for hair-like strokes.
Expansion followed—Nordstrom insisted on in-store services, pioneering brow bars.
Iconic ABH Brow Products
- Brow Wiz: Precision pencil for natural definition.
- DIPBROW Pomade: Waterproof, buildable for bold looks.
- Brow Definer: Triangular tip for easy shaping.
- Brow Freeze Gel: Clear hold for fluffy brows.
- Brow Powder Duo: Soft shading for fullness.
Product Comparison: Pencil vs. Pomade
| Feature | Brow Wiz (Pencil) | DIPBROW Pomade |
|---|---|---|
| Finish | Natural, hair-like | Bold, sculpted |
| Ease | Beginner-friendly | Needs brush/skill |
| Longevity | All-day | Waterproof |
| Best For | Sparse brows | Dramatic definition |
Celebrity Breakthrough and Oprah’s Magic
Supermodels flocked first, but Oprah sealed the deal. In 1998, Anastasia shaped her brows on-air—phones rang off the hook.
Oprah became a friend and mentor. Clients like Kim Kardashian, Jennifer Lopez, and Hailey Bieber followed.
Social media exploded—daughter Claudia (Norvina) pushed Instagram early, sharing tutorials.
Growth and Challenges: Building the Empire
ABH expanded into full cosmetics—contour kits, lipsticks, eyeshadows.
2014’s Contour Kit went viral. TPG invested in 2018, valuing at $3 billion (later adjusted).
Revenue hit hundreds of millions; products in Sephora, Ulta worldwide.
Pros & Cons of ABH’s Business Model
| Pros | Cons |
|---|---|
| Patented method builds trust | Early skepticism from industry |
| Direct education via services/social | Intense competition now |
| Family-run authenticity | Balancing growth with quality |
Lessons from Anastasia’s Journey
Anastasia ignored “impossible”—focus on brows? Crazy, they said.
She emphasizes passion, hard work, surrounding with youth (like Claudia).
Her memoir Raising Brows details risks, failures, triumphs.
The Brand Today: Legacy and Future
ABH remains brow leader, but full-line powerhouse.
Anastasia, now in her late 60s, mentors via events, app for Golden Ratio mapping.
It’s proof immigrants fuel innovation—her story echoes American dream.
People Also Ask
- Who is Anastasia Soare? Romanian immigrant, founder/CEO of Anastasia Beverly Hills, known as the Eyebrow Queen.
- How did Anastasia Soare get rich? By pioneering brow shaping with Golden Ratio and launching bestselling products.
- What is Anastasia Beverly Hills worth? Valued around $400-740 million in recent estimates, with strong revenue.
- Who are Anastasia Soare’s famous clients? Oprah, Kim Kardashian, Jennifer Lopez, Cindy Crawford, Michelle Obama.
- What is the Golden Ratio for eyebrows? A patented method using facial proportions for balanced, flattering brows.
FAQ
1. How much is Anastasia Soare worth?
Estimates range from $660-740 million, built through ABH ownership.
2. Where to buy Anastasia Beverly Hills products?
Sephora, Ulta, Nordstrom, or official site anastasiabeverlyhills.com.
3. What’s the best ABH product for beginners?
Brow Wiz—easy, precise, and forgiving.
4. Can I learn the Golden Ratio at home?
Yes! Use their app or stencils for mapping.
5. Is Anastasia Beverly Hills cruelty-free?
Yes, and expanding globally.
Anastasia turned a forgotten feature into empowerment. Next time you fill your brows, think of her—proof one idea, boldly pursued, can change the world.