Arcs de Triomphe

ANASTASIA SOARE’S FLAWLESS EYEBROW SHAPING WON THE FAVOR OF CLIENTS LIKE OPRAH, JLO, KIM KARDASHIAN, SHARON STONE, JESSICA ALBA, AND COUNTLESS OTHER BOLDFACE NAMES. NOW, ALONG WITH HER DAUGHTER, CLAUDIA, SHE’S BUILT HER UBER-SUCCESSFUL EPONYMOUS COSMETICS EMPIRE. SHE SHARES ABOUT HER WORK ETHIC, HER CHARITY, AND THE A-LIST ANNIVERSARY PARTY THAT EVERYONE’S STILL BUZZING ABOUT.

Photographer: ELLA HOVSEPIAN @ellahosepian

Stylist: COCO DIGIAIMO @ cocodigiaimostylist

Makeup: LUIS CASCO @ luiscascomakeup / CloutierRemix.com

Hair: ROBERT STEINKEN @robertsteinkenhair / CelestineAgency.com

Digitech/Lighting Director: ROBERT MORRIS @romocam007

Art Direction: STEPHEN KAMIFUJI @genlux

VERSACE LIME

JACKET, $4025; CREPE DE CHINE SKIRT, $2225, SAKS FIFTH AVENUE, BEVERLY HILLS, 310-275-4211

TANK, ANASTASIA’S OWN

TIFFANY BRACELET. PUR, TIFFANY.COM

RICARDO BASTA

RING, $45,000, RICARDOBASTA.COM

JUST DESI BRACELET, JUSTDESI.COM

The Anastasia Beverly Hills brand has more Instagram followers than NARS, KKW, and Ulta combined—over 19 million. In 2018, with a valuation of over $3 billion, Anastasia Soare sold a minority stake to become an immensely wealthy woman. If for a second you thought she’d be resting comfortably on her laurels perched in her 9400-sq-ft Beverly Park residence, you’d be mistaken. As we discovered during our GENLUX Two-Word Interview, she works as diligently today as when the brand started 25 years ago.

You’re wearing: A Cucinelli vest ’cause it’s cold! Commes de Garçon striped blouse and Cucinelli sweats. I’m a big fan of Cucinelli.

Your GPS: I’m in my home office. Your breakfast? Two long espressos, two glasses of water, and some berries.

Three blessings? My family’s health. Being with my daughter. Doing what I love—so it doesn’t even feel like work.

Your childhood? I grew up in Romania, where I had a great childhood. My parents had a tailor shop where I would do my homework between sewing machines. I remember asking, Mom, why do you work so many hours? Aren’t you tired? One day she told me, ‘I love what I do. I’m excited to see these women looking beautiful and happy and they love me.’ When I started working in the salon, like déjà vu, my daughter, Claudia, would ask me the same question. You have to take a break; you don’t even take lunch, aren’t you tired? I love what I do, I told her, and I promise you one day, and you will be in the same position.

First gig? When I was 12, my dad passed away, and my mother said we needed to make a living, so you have to help to run the business. I said, Mom, I’m 12. I was afraid, but when your mother keeps telling you you’re smart and can do anything—you believe it. I learned about fabrics, how to sew, and how to make sleeves. I was good at drawing, so I would design. Fashion runs in my blood and veins. When I first came to the United States from Romania, I thought to myself, my God, you can work three jobs here? How phenomenal! In Romania, we couldn’t even have one.

Golden ratio? My art teacher taught that changing the brows changed facial emotion. We also learned the Golden Ratio that Da Vinci used in his art—a mathematical formula in everything: Nature, architecture, and art. When I came to America, I did facial and body waxing and realized nobody paid attention to eyebrows, so I applied the Golden Ratio theory to my own brows and clients would come to the salon and say, something looks different about you. I started doing their brows without charging. After two years, I told my then-husband I was going to open my own business. He wasn’t working at the time so thought I was crazy.

Brow beginnings? I only wanted to be in Beverly Hills, so I went with a huge bouquet to the owner of the Juan Juan salon, and he rented me a room. I promoted my work at the cosmetic stands at Neimans, Saks, and I. Magnin. They noticed how much better their makeup looked once I did their client’s brows.

Business challenges? In the beginning, I was working long hours, and as a single mom, I felt guilty that I didn’t have much time to spend with my daughter, Claudia, so I started working with her.

Work ethic? Unless I’m dead, there’s no way I won’t show up to work. When it came to work, I couldn’t get sick. I remember once getting food poisoning, and I was so ill all night. My biggest fear wasn’t getting sick; it was that I had 17 appointments the next day. I took medication, felt a little better, and went to work. I never canceled a day in my entire 33 years. Never, EVER! Easier now? No, because Claudia and I are still 100 percent involved in the business. There are so many aspects with so many people that work with us in the warehouse, distribution, IT, and logistics. It’s no longer 10 thousand pencils—it’s more like 10 million. And we sell domestically and internationally. I wish there were eight of me. It’s endless! Success barometer? I’m healthy and happy. When people ask what is my hobby. I say my work! I’m so blessed.

Fashion style? My style is classic chic with an edge. I love Yoji Yamamoto and Comme de Garçons. I like big jewelry—big earrings and brooches. I’m obsessed with Schiaparelli‘s large gold costume jewelry. Beauty secret? I use several skincare brands like Barbara Sturm, Skinceuticals, and Biologique Recherche. For makeup, I use 99 percent Anastasia because we make every product that we personally love.

Guilty pleasure? Sundays staying home and doing nothing. Having my tea and checking my Instagram.

25th Anniversary? Our party shows you how amazing women are when they are there to support you. It just happened. And many couldn’t come, like Elle MacPherson, and Naomi, who was in Africa. It was a testimony to how willing and supportive women are. I’m forever grateful to those amazing women who have supported me all these years.

Favorite getaway? My house. I’m constantly traveling, so my getaway is my home.

Biggest regret? That I didn’t have more kids. If I had five, I’d put them all to work for me.

Brow clients? Yes, I still do some. My neighbors like Hailey Beiber and Justin come to my home. They are the most gorgeous couple. Kendall Jenner, most of the Kardashians, Jennifer Lopez, Oprah, and others. Sometimes around Christmas, I go to the salon, and my clients of 20-30 years make appointments. Forget about the eyebrows; we need to catch up.

Favorite charities? I have so many. I started Anastasia Brighter Horizons. After these girls are in Foster homes, we pay for them to go to beauty school. I’ve supported and been a big part of the Blue Heron Foundation for 17 years. We sponsor kids to go to University. Seeing them grow up to become professors and doctors is so fulfilling. I always feel blessed to give to charities—it’s so important to give back.

Success advice? I could achieve all this without speaking the language—without having one penny in my pocket—anybody else could do it. They need to believe that if I could do it, so could you. We all need something to hold on to.

What’s next? I look back 25 years and look forward to another 25, and I want to have our products in every country, every village and to help other women—this is what I want in the next chapter in my life.

72 GENLUX SPRING/SUMMER 2023

RICARDO BASTA DIAMOND EARRINGS, $27,900; NECKLACE, PUR, AQUAMARINE/ WHITE DIAMOND RING, $39,000; MULTICOLOR SAPPHIRE RING, $45,000; RADIANT CUT DIAMOND RING, PUR, RICARDOBASTA.COM

GRAND OPENING

ANASTASIA STANDING ALONGSIDE HER FIRST RETAIL COLLECTION AT ANASTASIA BEVERLY HILLS, PICTURED WITH HER FIRST SALES AND MAKEUP TEAM: CECILIA MORENO (NOW PUBLISHER OF GENLUX MAGAZINE) BEHIND THE COUNTER, AND ON THE RIGHT, PATRICK GARY.

DRESS AND SHOES, ANASTASIA’S OWN GIVENCHY CROPPED UNIVERSITY BOMBER, $2650, SAKS FIFTH AVENUE, BEVERLY HILLS, 310-275-4211

GIVENCHY CROPPED UNIVERSITY BOMBER JACKET, $2650, SAKS FIFTH AVENUE, BEVERLY HILLS, 310-275-4211 DRESS AND SHOES, ANASTASIA’S OWN

PARTY OF PARTIES

JUST DESI RINGS

(BELOW) THE WHO’S WHO AT ANASTASIA’S 25TH ANNIVERSARY DINNER

PARTY. SEATED: GAYLE KING, KIM KARDASHIAN, OPRAH, JENNIFER LOPEZ, SOFIA VERGARA, HEIDI KLUM. STAND ING, FROM LEFT: ?, KRIS JENNER, JESSICA ALBA, PRIYANKA CHOPRA JONAS, LORI HARVEY, GELILA PUCK, SHARON STONE, ASHLEY TISDALE, MONICA ARNAUDO, CLAUDIA SOARE, DESIREE GRUBER, ANASTASIA, CINDY CRAWFORD, ? ?, TRACEY CUNNINGHAM, MARIA MENOUNOS, ALESSANDRA AMBROSIO, RITA WILSON

RICARDO BASTA AQUAMARINE NECKLACE, PUR; RUBY RING $45,000; PEAR AND CORAL RING, $65,000; MULTICOLOR SAPPHIRE RING, $45,000; YELLOW SAPPHIRE EARRINGS, $59,000, RICARDOBASTA.COM

GIVENCHY MIDI TRENCH SKIRT, $4235, SAKS FIFTH AVENUE, BEVERLY HILLS, 310-275-4211

VALENTINO TOP AND JACKET, ANASTASIA’S OWN

SPRING/SUMMER 2023 GENLUX 75