“I Had So Many Wins And So Many Losses”: Anastasia Soare On Building A $3 Billion Beauty Empire

For Anastasia Soare, beauty has never been about perfection; it has always been about power.

The founder and CEO of Anastasia Beverly Hills, Soare is one of the beauty industry’s true pioneers. Long before brows became a category in their own right, she transformed them into an art form, building a global empire from a technique rooted in the golden ratio and a belief that balance and proportion can change not only the face, but the way a woman feels.

In the latest episode of The Making Of, Soare reflects on the extraordinary journey that brought her from Romania to Los Angeles. Raised during the hardships of the communist regime, she arrived in America without speaking the language, armed only with determination, instinct and a desire to build a freer life. What began as work as an aesthetician soon became something far greater when she realised the transformative effect of brow shaping — and the gap in the market no one else had seen.

From renting a single room in a salon to opening her first space in Beverly Hills, Soare built her business through word of mouth, relentless self-belief and an unwavering commitment to mastering her craft. Along the way came celebrity clients, magazine features, Oprah, a full product line and, eventually, a brand that redefined modern beauty.

But her story is also one of grit. “I had so many wins, and I had so many losses, but that’s called business,” she says, speaking candidly about the setbacks, scepticism, and sacrifices that came with building something from nothing.

For Soare, success today is not simply the scale of the empire she created, but the authenticity behind it — and the confidence her products give to women around the world. As she puts it, “I believe that what makes you beautiful makes you powerful.”

This is The Making Of… Anastasia Soare.

Watch the full episode below.