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10635 Santa Monica Blvd, Beverly Hills, Los Angeles, CA 90210, United States
Anastasia Soare is widely referred to as the Beauty Innovator and The Definitive Brow and Eye Expert. Over the years she has achieved iconic status in the beauty industry for her unique way of shaping the eyebrows and enhancing the eye area. While working as an esthetician at several prestigious beauty salons in Beverly Hills, Anastasia developed her own specific Golden Ratio™ technique behind the science of shaping eyebrows and helping to enhance the overall eye area, in addition to her other skincare services. With her extremely loyal following and the growing buzz behind her brow shaping techniques, Anastasia opened her first full service salon on Bedford Drive in Beverly Hills, aptly named Anastasia Beverly Hills, in 1997. The success of her first salon led her to opening a second full service salon in Brentwood, CA in 2010.
Anastasia has also extended her reach with Anastasia Brow Studios at select Nordstrom, Sephora and International locations, and with the creation of her exclusive brow products and the first to market clinically and consumer tested makeup line.
Sales slipped 6% last year at Los Angeles-based Anastasia Beverly Hills this year, according to reports.
Founder Anastasia Soare is widely referred to as a brow and eye expert in beauty. Over the years, she has achieved iconic status in the cosmetics industry for her unique way of shaping the eyebrows and enhancing the eye area. While working as an esthetician at several prestigious beauty salons in Beverly Hills, Soare developed her “Golden Ratio” technique behind the science of shaping eyebrows and helping to enhance the overall eye area, in addition to her other skin care services.
With her extremely loyal following and the growing buzz behind her brow shaping techniques, Soare opened her first full service salon on Bedford Drive in Beverly Hills, aptly named Anastasia Beverly Hills, in 1997. The success of her first salon led her to open a second location in Brentwood in 2010.
Soare has since extended her reach with Anastasia Brow Studios at select Nordstrom, Sephora and international locations, and she continues to build her product roster beyond eyebrows.
The beauty brand’s latest launch is a beauty balm, a hybrid skin care-makeup product.
Sales: $260 million
Anastasia Beverly Hills (ABH) is big in the influencer community. In fact, according to a new study conducted by booking app Hey Goldie, Anastasia Beverly Hills is the second most popular makeup brand at the moment—right behind Huda Beauty. Founded in 1997 by Romanian-born Anastasia Soare and based in Beverly Hills, CA, the company registered 63,000 average monthly searches in the US, which combined with the 25.6 million Instagram posts containing the brand’s name totals 25,740,666.
To kick off 2023, on January 28, Anastasia Soare hosted a dinner in celebration of Anastasia Beverly Hills’ 25th anniversary. Soare marked the special milestone with 25 women who have helped shaped her career and supported her from day one, said the company. Guests included Claudia Soare, Oprah, Jennifer Lopez, Kim Kardashian, Kris Jenner, Sofia Vergara, Jessica Alba, Gayle King, Ashley Tisdale, Cindy Crawford, Sharon Stone, Heidi Klum, Priyanka Chopra, Lori Harvey, Maria Menounos, Alessandra Ambrosio, Desiree Gruber, Monica Arnaudo, Gelila Puck and Kelly Coffey.
In other news, Beauty subscription service Ipsy teamed up with Anastasia Soare in March 2023 to launch the Icon Box by Anastasia Beverly Hills. Soare, known in the beauty industry for pioneering the Golden Ratio to sculp the perfect eyebrows, is bringing her legacy of breakthrough techniques to her curated Icon Box experience, showing IPSY members how to define their brows and individualize their glam.
“This year has been full of milestones, including the 25th anniversary of Anastasia Beverly Hills and now this Icon Box collection,” said Soare. “As I look back at the past two-and-a-half decades—the highlights, the struggles, the pinch-me moments—I feel incredibly proud of what I’ve accomplished, and my Icon Box serves as a celebration of those achievements. I am thrilled to give Ipsy members a private invitation to experience my most-trusted beauty products and brands through this curated collection.”
Sales: $250 million (est.)
Anastasia Beverly Hills (ABH) is a beauty success story born from eyebrows. Founder and CEO Anastasia Soare began her namesake brow brand in a Beverly Hills salon in 1997; in 2000 the company’s first product line rolled out into the marketplace. Today, ABH sells a wide range of color cosmetic products through retailers including Dillard’s, Macy’s, Nordstrom, Sephora, Ulta and elsewhere in 25 countries.
According to Cosmetify, Anastasia Beverly Hills was one of the top three hottest beauty brands of 2021 along with Huda Beauty and MAC.
Sales: $200 million (estimated)
This month, beauty subscription box brand BoxyCharm has an Anastasia Beverly Hills Premium Takeover Box.
Some folks live by the Golden Rule, but for Anastasia Soare it’s all about the Gold Ratio. Soare launched her namesake brand with a Beverly Hills flagship salon in 1997 and the company’s first product line in 2000. All of her formulas follow the age-old Golden Ratio; i.e., the mathematical ratio of 1.618 to 1, which has been the key to beauty for centuries. As a result, Soare is pretty passionate about how cosmetics should be applied.
“Brows should begin directly above the middle of your nostrils. The highest point of the arch should connect the tip of the nose with the middle of the iris,” she insists. “Brows should end where the corner of the nostril connects with the outer corner of the eye.”
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