How Anastasia Soare built a billion-dollar beauty empire with brows

Let me just put it out there: I need a calculator to work out the change from a ₹500 bill on a ₹270 fare—that’s how violently allergic I am to math. But leave it to the big, bountiful world of beauty to turn that around. 

Not too long ago, a harmless doomscroll landed me on Anastasia Beverly Hills’ Instagram feed. One tap and I was knee-deep in brows, brows, and then some. It was the first I’d heard of the Golden Ratio Method, more so being applied to the anything-goes realm of beauty. 

“The Golden Ratio offers a mathematical approach to achieving balance and harmony in facial features. This principle resonated with me, and I applied it to eyebrow-shaping in the hope that beauty could be enhanced via abstract mathematical concepts,” reveals Anastasia Soare, CEO and founder of Anastasia Beverly Hills, and author of her memoir Raising Brows: My Story of Building a Billion-Dollar Beauty Empire (2025). 

She tells me she owes it to her art teacher—and American talk show host Oprah Winfrey, whose eyebrows she skillfully shaped on The Oprah Winfrey Show back in 1998. “It was a transformative experience, one that introduced my brand to a much broader audience and underscored the importance of eyebrows in beauty,” she recalls. 

But today, with brands stepping up their brow game by the second, it’s the pursuit of hyper-inclusivity that sets Anastasia Beverly Hills apart. “I shaped the brows of women from all over the world at my Beverly Hills salon...and the experience inspired me to create products that cater to everyone,” says Soare, as she goes on to talk about the brand’s extensive product line-up. 

“At Anastasia Beverly Hills, we’ve been committed to inclusivity from the very beginning. Our diverse shade ranges ensure that all individuals feel represented and empowered in their beauty choices. For instance, we introduced brow pencils and pomades in myriad shades for all our clients,” she explains. Add to that, the Luminous Foundation comes in over 45 shades, while the blush and bronzer are available in seven versatile hues. 

When I ask Soare what she has to say to today’s young beauty founders, she draws on the cardinal lessons she’s learnt along her 28-year entrepreneurial journey. “Stay true to your vision and passion, and be open to change. The beauty industry is ever-evolving, and those who are authentic thrive. I always stay connected with my community, keenly listening to their needs. This inspires me to innovate and develop products that truly resonate with consumers,” she shares.

But it wasn’t until 2021 that Anastasia Beverly Hills found solid footing in India, with its launch across leading beauty e-retailers Nykaa, Myntra, and Boddess. “The Indian beauty market holds immense significance for us. An interplay of rich culture and contemporary influences, it’s a vibrant, diverse space that celebrates beauty in all its forms,” Soare explains.

And as consumers are becoming increasingly eco-conscious, the brand has redirected its efforts to address sustainability at the product level. “We are actively working to reduce our environmental footprint by using recyclable materials in our packaging. As for our formulations, they are 100 per cent cruelty-free. At Anastasia Beverly Hills, we aim to create products that not only enhance beauty but are also kind to the planet,” she asserts.

As we wrap up our chat, the Romanian-American entrepreneur reflects on the legacy she hopes to leave behind: “I want to be remembered as someone who revolutionised the beauty industry— eyebrows, in particular. My legacy is about empowerment; helping people feel confident and beautiful in their own skin.” 

So yes, math still gives me hives. But who knew a little geometry could grant us the best brows of our lives?

The numbers do add up.

This article first appeared in Cosmopolitan India's September-October 2025 print edition.

Inside images: The brand

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