The next opportunity she sensed was the lack of brow products out there on the market. “I used to mix aloe vera with Vaseline and with eye shadow to make this pomade,” she recalls, and it was such a hit with the women whose brows she sculpted that they began requesting batches. “I realized, ‘I’m only in Beverly Hills—how could I help women around the world learn to do their eyebrows? … That was the aha moment when I thought, I need to do a product line.”
By 2000, she was selling her products in her salon and also in 20 Nordstrom stores, where she had her Brows Studios. She didn’t get onto Instagram until 2012—thanks to some encouragement from her daughter—and the rest is history: All of a sudden, people went from barely thinking about their brows to their brows becoming the focal point of their looks. And eventually she decided to expand Anastasia Beverly Hills’ product offering to include lipsticks, eye shadows, and so much more.
These days, her products fly off shelves at Sephora, and she says it’s all down to her company’s ethos of only releasing products they absolutely love. There’s a lot of trial and error involved, as you might imagine: “Sometimes you could find out after six months that it’s not going to work,” she shares. “The stability test after six months is not going to work. And then that project you have to abandon and start all over again.” Clearly this is a strategy that’s working for Soare and her team, as they recently brought on an investor to help them scale up. We can’t wait to see what they launch next…
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