How ART school helped the billionaire makeup guru behind Anastasia Beverly Hills build her empire – as she reveals her EXACT technique to nailing the perfect brow
- Anastasia Soare is founder of billion-dollar beauty empire Anastasia Beverly Hills
- The ageless entrepreneur immigrated to the US after leaving Romania in 1989
- She used knowledge obtained about ‘Golden Ratio’ to formulate her brow theory
- Her brand ABH sells thousands of eyebrow products every day around the world
Anastasia Soare is the CEO and founder of Anastasia Beverly Hills, one of the most reputable makeup brands in the world.
But before she was a billionaire beauty guru Anastasia was living in Romania and studying at art school, learning the history of the ‘Golden Ratio’ which would go on to become her brand’s signature eyebrow-shaping technique.
The Golden Ratio exists when a line is divided into two parts and the longer part (a) divided by the smaller part (b) is equal to the sum of (a) + (b) divided by (a), which both equal 1.618, Canva reports.
While it’s related to mathematics Anastasia could see it being applied to the human face – and more directly, the eyebrows – to get the perfect shape on every face.
But before she was a billionaire beauty guru Anastasia was living in Romania and studying at art school, learning the history of the ‘Golden Ratio’ which would go on to become her brand’s signature eyebrow-shaping technique
Anastasia left Romania in 1989 and immigrated to the US in search of something more ‘significant’ because she believed wholeheartedly that she wanted to do something that she loved and that would be important (pictured with Kim Kardashian)
‘We would study highlight and shadow, balance and proportion, and I realized years later that the same principle could be applied to beauty, from eyebrows and contouring to eyeshadows and lips,’ she told FEMAIL.
‘Growing up I also spent a great deal of time in my mother’s atelier. It was there that I first picked up on the concept of proportion, that different angles and fits hitting at certain parts of unique bodies could be instantly more flattering.
‘She was also my entrepreneurial inspiration. My mother worked tirelessly and made her clients feel their absolute best. It was her I wanted to emulate when I started in business.’
Anastasia left Romania in 1989 and immigrated to the US in search of something more ‘significant’ because she believed wholeheartedly that she wanted to do something that she loved and that would be important.
‘I always had an interest in beauty, but I got a job as an esthetician out of necessity,’ she said.
‘I always had an interest in beauty, but I got a job as an esthetician out of necessity,’ she said
‘I was an immigrant, and it was work I could do without needing to speak the language. While working, I noticed a glaring gap in the market – no one was paying attention to their eyebrows.
‘I had this stroke of inspiration that maybe the same Golden Ratio I learned about in art school could be applied to shaping brows, bringing balance and proportion to my clients’ faces. The concept took off.
‘And when later I realized that products for brows didn’t exist either, I was excited to fill that niche as well. Finding new and innovative ways of giving our customers something of quality has blossomed into a passion that fuels me daily.’
Anastasia has a now-patented three step Golden Ratio Shaping Technique which goes to the core of every product the company makes.
What are Anastasia Soare’s three best business tips?
Stay committed to quality, and never launch anything you’re not in love with yourself.
Put your consumer first, make sure they know that you have their best interests in mind.
Don’t ever give up, and never take ‘no’ as an answer.
‘I had discovered the ultimate formula for brows perfectly tailored to an individual’s bone structure, and the results were stunning,’ she said
‘I had discovered the ultimate formula for brows perfectly tailored to an individual’s bone structure, and the results were stunning,’ she said.
‘But the owner of the salon I worked at didn’t believe that eyebrows would be a profitable separate service, so I decided to break off on my own to pursue my vision. That was how Anastasia Beverly Hills was born.
‘I spent countless hours working, perfecting my craft, and striving to be the best. My success was a combination of inspiration, innovation, and a great deal of hard work.’
Her best advice for women and men trying to perfect their eyebrows at home is to remember that they must be filled in ‘ombre’ to look their most natural.
‘To achieve this effect, go in with a light hand and start applying product at the arches, working towards the tail,’ she said.
‘Then, with the last bit of remaining product, fill in the inner part of the brow.’
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