Anastasia Soare: The Brow Queen Who Sculpted a Global Beauty Empire
- lnjweipi27
- Aug 4
- 2 min read
From immigrant to icon how Anastasia Soare built a billion-dollar beauty empire one brow at a time.
Before the brow became a bold beauty statement, there was Anastasia Soare a Romanian immigrant with a vision that would forever shape the faces of millions. Today, as the founder and CEO of Anastasia Beverly Hills (ABH), her journey from salon esthetician to billionaire beauty mogul is a powerful story of resilience, artistry, and strategy.
Anastasia arrived in the U.S. in the early 1990s, speaking little English and starting over from scratch. She brought with her a deep understanding of facial proportions and the "Golden Ratio" a mathematical principle she would later use to perfect eyebrow shaping. While others overlooked brows, Soare saw an opportunity. At a time when no luxury brand was focused on brow products, she developed her signature technique and built a loyal clientele, including celebrities like Cindy Crawford, Oprah, and the Kardashians.
In 2000, she launched her first line of eyebrow products under Anastasia Beverly Hills. The brand soon exploded, riding the wave of social media and YouTube beauty tutorials. Her Dipbrow Pomade, Brow Wiz, and contour kits became cult favorites. Gen Z and millennial fans loved ABH not just for product quality but for its inclusivity, trend-forward thinking, and support for creators.
Soare didn’t just sell makeup; she sold empowerment. She made brows personal. She understood that enhancing one small feature could transform how a woman sees herself. And she built a brand culture around individuality, confidence, and bold beauty.
What Can We Learn from Her Journey?
Spot the Gaps: While others ignored brows, Soare zeroed in and built her brand around it. Lesson? Don’t overlook the niches they often hide the greatest potential.
Culture is Currency: Her Eastern European aesthetic merged with American glam to create a global appeal. Stay rooted in your unique story it’s your superpower.
Use Social Media Smartly: ABH’s rise paralleled the rise of Instagram and YouTube influencers. By championing makeup artists and everyday users alike, she created a digital tribe that still fuels the brand today.
Stay Adaptable: From brow products to eyeshadow palettes, Anastasia Beverly Hills continues to evolve without losing its DNA proving that great branding comes with flexibility and focus.
Empower Others: The ABH brand is known for championing diversity, women’s empowerment, and creative voices. Soare’s leadership shows that when you lift others, your brand lifts too.
Anastasia Soare is more than a businesswoman she is a cultural force. Her journey is proof that passion, precision, and persistence can shape not just brows, but destinies.
What’s your favorite ABH product and why?
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