THE EYE­BROW EM­PRESS

anas­ta­sia Soare has cre­ated a mega makeup and beauty busi­ness by con­vinc­ing women they can make their brows into works of art.

Forbes - - CONTENTS -

Anas­ta­sia Soare has made a bil­lion-dol­lar for­tune from her makeup line—and by con­vinc­ing women their brows can be works of art. Plus: the south­ern em­pire of the Duff broth­ers.

When AnAs­tA­siA soAre im­mi­grated to Los An­ge­les from Ro­ma­nia with her daugh­ter in 1989, she spoke lit­tle English. But she had an art de­gree— and a knack for mar­ket­ing.

She took a job as an aes­theti­cian at a sa­lon, where she de­vel­oped a spe­cialty: eye­brows. She told clients their re-formed brows used the pro­por­tions of the Golden Ra­tio, a math­e­mat­i­cal for­mula that sup­pos­edly pro­duces at­trac­tive sym­met­ri­cal shapes. The con­cept dates back to an­cient Greece and fea­tures promi­nently in Re­nais­sance art, mod­ern ar­chi­tec­ture and much more.

By 1997, Soare had saved enough to open her own sa­lon in Bev­erly Hills and in 2000 be­gan sell­ing her eye­brow po­made un­der the Anas­ta­sia Bev­erly Hills brand. Sales didn’t re­ally take off, though, un­til the In­sta­gram era, when Soare’s daugh­ter urged her to use so­cial me­dia. They’ve since touted celebri­ties, Kim Kardashian among them, who are fans of Soare’s goods.

It worked. Anas­ta­sia Bev­erly Hills now has some 17 mil­lion In­sta­gram fol­low­ers, and Soare’s line is sold in more than 1,500 stores around the world. Anas­ta­sia Bev­erly Hills brings in an es­ti­mated $340 mil­lion in an­nual rev­enue, and Soare, 60, said pub­licly in 2016 that she’s the sole owner. That 100% stake is worth at least an es­ti­mated $1.5 bil­lion.

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