So Money with Farnoosh Torabi 1895: The Secret to Selling Anything: How Eyebrow Queen Anastasia Built a Billion-Dollar Brand
Oct 22, 2025
Anastasia Soare, the 'Eyebrow Queen' and founder of Anastasia Beverly Hills, shares her inspiring journey from communist Romania to beauty mogul. She discusses her unique eyebrow shaping technique using the golden ratio and how she transformed her service into a billion-dollar product line. Anastasia recalls her unforgettable live moment shaping Oprah’s brows and the role celebrity exposure played in her brand's success. She emphasizes the importance of calculated risks, negotiation skills, and her continuous drive to innovate alongside her daughter, Claudia.
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Map Brows With Three Reference Points
- Use three facial reference points to map the brow: inner nostril, middle of iris, and corner of the eye to determine start, arch, and end.
- Aim for a golden-ratio proportion from inner brow to arch to tail for balanced brows when possible.
From Makeshift Pomade To Factory Products
- Anastasia rented a salon room, improvised products using aloe, eyeshadow, and Vaseline, and created an angled brush to apply pomade.
- Client demand to preserve the shaped brow pushed her to develop real products and visit Cosmoprof in Bologna to source them.
Shaping Oprah's Brows Live
- Anastasia's 'Oscar' moment came when she shaped Oprah's brows live on TV in 1998, giving her massive exposure.
- She prepared by relying on years of practice doing hundreds of brows in the salon.
