Breaking Into Beauty: Meet Anastasia Soare, Founder Of Anastasia Beverly Hills

Anyone who works in beauty will tell you that it’s a fun, inspiring place, full of creative ideas (and the occasional free sample!), but exactly how do you break into the beauty industry? In this series, we’ll be chatting with beauty industry insiders to find out what their jobs involve and the paths they took to get where they are now.  

From makeup artists and beauty editors to social media assistants, brand founders, and web developers – these stories are proof that you can enter the beauty industry via any career path.  

Meet Anastasia Soare, founder of Anastasia Beverly Hills.

What did you want to be when you were younger? 

I don’t know if I had a clear vision at that time. I knew I wanted to be significant, to do something that I loved that would be important, but at the beginning I didn’t know what I was longing to do. I think I was able to transform my passion into a job. Or maybe I got the job and it became my passion – I don’t exactly know the answer. Sometimes you hear that people have this plan – I didn’t. It’s hard to explain, but I’m sure every immigrant could relate to similar challenges. It’s something only an immigrant can understand. 


What attracted you to the beauty industry? 

When I moved to the United States, I didn’t know the language. I had left behind my family; I knew no one. I always had an interest in beauty, and working as an esthetician was a job I could do without speaking perfect English. It was while doing facial and body waxing that I noticed a glaring gap in the market — no one was paying attention to eyebrows! I began to offer brow shaping as a separate service. Demand soared, and I went from renting a room in a salon to opening my own salon. Just like that, I had found my niche. The rest is history. 

What did you study and how did this guide your current role/how do you use the skills from your degree in your job?

I actually first came to know about the concept of the Golden Ratio from my professor in art school. We would study highlight and shadow, balance and proportion, and I realized years later that the same principle could be applied to eyebrows and that it would have the power to transform a person’s entire look. 


What skills and experience do you need to succeed as a brand founder? 

Never give up, and never take no for an answer. Skills you can learn, experience you can gain, but determination and passion will be your guiding lights. 


What does your day-to-day entail? 

The exact schedule may change, but it’s always very busy. A typical day may include meetings at ABH headquarters regarding brand development or upcoming launches. There may be a press appearance or special event, so I typically have to be camera ready. And I travel constantly, especially with the recent expansion of ABH into numerous new markets. 


What is the best part of your job? 

When people tell me that our products have changed their lives. 


What are some common misconceptions people have about your job? 

That it’s always glamorous. No matter the industry, you will face challenges. You have to be prepared to work until you’re exhausted, go to bed, and start the entire process over again.


What has been the most surreal moment of your career so far? 

A surreal moment that was also a major turning point was when Oprah brought me onto the Oprah Winfrey Show to do her brows on live national television. After it aired, the phone wouldn’t stop ringing at the salon for months. She is still a client of mine, and also a dear friend. 

What advice would you give to someone wanting to start their own beauty brand? 

Stay committed to quality, and never launch anything you’re not in love with yourself. 


What essentials are vital to you doing your job? 

I am deliberate about my mornings. I listen to jazz over coffee, answer emails at home, schedule my day, take phone calls, and take my time to get ready. This routine is a respite and essential preparation for whatever intensity may lay ahead. 

What’s your top piece of beauty advice? 

Practice, have fun, do looks you love, and don’t take it too seriously. You can always wipe it off at the end of the day. 


Anastasia's Fave Products