With over 19 million Instagram followers, Anastasia Beverly Hills is one of the most beloved beauty brands on the planet. Here, founder Anastasia Soare reveals her unique approach to the business of brows.
Anastasia Soare's client list reads like an Oscars red carpet lineup, but she didn't start out in Hollywood's upper echelons. Raised in Romania, she emigrated to Los Angeles at 32 and began working as an aesthetician. Spying a gap in the market for brow-specific treatments and products, she rented a room to hone her craft. Her technique, gleaned at art school, was based on the Golden Ratio, the idea of aesthetically pleasing proportions adopted by DaVinci and other artistic greats. Cindy Crawford and Naomi Campbell were among her earliest clients and in 1997 the Anastasia Beverly Hills salon was made a reality. In 2000, she debuted a collection of brow-specific products (a relatively sparse category at that time). Now the ABH line stretches to complexion, eyes and lips, all available online at MECCA.