Anastasia Soare is the Founder and CEO of Anastasia Beverly Hills, a role that has earned her the legendary title of the “Queen of Brows” within the global prestige cosmetics market. Her business is built upon the patented Golden Ratio Eyebrow Shaping Method, a revolutionary approach that applies mathematical principles of balance and proportion to facial aesthetics. Under her executive leadership, the brand has grown from a single boutique salon into a multi-billion dollar powerhouse, offering an expansive array of products in over 2,000 stores worldwide. Her day-to-day role involves directing the brand’s creative vision and technical innovation, ensuring that every product empowers individuals to achieve professional-level symmetry and confidence.
Historically, her journey is a profound American success story that began with a courageous immigration from Romania to Los Angeles in 1989. Arriving with very limited financial resources and no knowledge of the English language, she relied on her education in art history and architecture to identify a massive void in the American beauty market. At a time when eyebrows were largely ignored by the industry, she worked tirelessly as an aesthetician, eventually saving $6,000 to rent her own small room in a Beverly Hills salon. By 1997, she opened her flagship boutique on Bedford Drive, forever changing the trajectory of modern aesthetics by establishing “brow shaping” as its own essential category of self-care.
Culturally, Anastasia has redefined global beauty standards by proving that the smallest details can have the most transformative impact on the human face. Her influence is woven into the fabric of popular culture, as she has shaped the brows of iconic figures ranging from Michelle Obama and Oprah Winfrey to Kim Kardashian and Jennifer Lopez. She was a pioneer of the digital era, leveraging social media and influencer collaborations long before they became industry standards to build a massive, loyal community through educational tutorials. Her legacy is one of radical inclusivity and empowerment, inspiring a generation of entrepreneurs to trust their unique visions and find beauty in the precision of the “Golden Ratio.”
For beauty enthusiasts and travelers, the ultimate destination is the Anastasia Beverly Hills Flagship Salon, where her world-renowned services continue to draw clients from across the globe. Visitors can experience the birthplace of the brow revolution and receive expert consultations that follow the same principles she used to build her empire. Her recent memoir, Raising Brows, provides an even deeper, more motivating look into her life’s work, serving as a roadmap for anyone looking to turn their passion into a lasting legacy. Whether you are exploring her high-concept displays in global retail hubs or visiting her original Beverly Hills sanctuary, the experience is a vibrant reminder that with resilience and a clear purpose, anything is possible.
Anastasia Beverly Hills is a globally recognized powerhouse that transformed a specialized niche into a multi-billion dollar beauty empire. Founded by the visionary Anastasia Soare, the brand is celebrated for its commitment to the “Golden Ratio,” a mathematical approach to facial symmetry and balance that has redefined the standards of modern aesthetics. In early 2026, the company reached a new milestone with a significant recapitalization, featuring a $225 million equity investment from Soare herself, who remains the majority owner and CEO. This move has fortified the brand’s financial foundation, allowing it to continue pioneering science-backed formulas and inclusive beauty solutions for a passionate global audience.
Historically, the brand’s origins are a testament to the American Dream, starting with Anastasia Soare’s immigration from Romania to Los Angeles in 1989. Lacking English language skills but possessing a deep background in art and architecture, she identified a massive gap in the market: the untapped potential of eyebrow grooming. In 1997, she opened her flagship salon in Beverly Hills, and by 2000, she launched the world’s first comprehensive line of eyebrow products. This historical shift essentially “invented” the eyebrow category as an essential pillar of the beauty industry. Today, her daughter, Claudia Soare (known as Norvina), serves as President, bringing a modern, digital-first energy that has expanded the brand into high-performance color cosmetics.
Culturally, Anastasia Beverly Hills is an icon of inclusivity and digital innovation. It was one of the first beauty brands to embrace social media as a primary educational tool, building a massive community through tutorials and influencer collaborations that popularized the “Instagram Brow.” In 2026, the brand further solidified its global cultural influence by naming Antonela Roccuzzo as its Global Brand Ambassador, a partnership grounded in shared values of authenticity and female empowerment. By consistently offering a vast range of shades—including 50 shades of foundation—and products designed for all skill levels, the brand has fostered a cultural environment where everyone is encouraged to embrace their unique proportions and feel confident in their natural beauty.
For tourists and beauty enthusiasts, the Anastasia Beverly Hills Flagship Salon on Bedford Drive remains a legendary destination. Known as the “mecca of brows,” this location offers a firsthand experience of the techniques that shaped the faces of icons like Michelle Obama, Jennifer Lopez, and Kim Kardashian. Beyond the flagship, the brand’s presence in over 2,000 stores worldwide, including high-concept displays in Sephora and Nordstrom, provides an immersive look at its “pro-level results without being a pro” philosophy. Whether you are attending a masterclass or exploring the latest “Sculpted Series” at a global retail hub, the experience is an uplifting reminder of how one focused vision can change the face of an entire industry.
This private foundation supports women’s empowerment and education, providing scholarships and vocational training for young adults aging out of the foster care system. By focusing on career-readiness in the beauty and wellness sectors, Anastasia ensures that her success serves as a ladder for others to climb, fostering independence and confidence in the next generation of entrepreneurs.
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