# Anastasia Soare
**Anastasia Soare** is a Romanian-born beauty entrepreneur who founded the eyebrow-cosmetics company Anastasia Beverly Hills, pioneered brow shaping as a standalone beauty category, and remains the company's majority owner and chief executive officer after a December 2025 recapitalization in which she injected $225 million of equity into the business.[1](https://www.prnewswire.com/news-releases/anastasia-beverly-hills-completes-recapitalization-transaction-302649244.html) She launched her namesake brand with a Beverly Hills flagship salon in 1997 and the company's first product line in 2000.[1](https://www.prnewswire.com/news-releases/anastasia-beverly-hills-completes-recapitalization-transaction-302649244.html)
| Key fact | Detail |
|---|---|
| Signature method | The patented Golden Ratio Eyebrow Shaping Method uses the ratio 1.618 to 1.0[2](https://www.standard.co.uk/lifestyle/beauty/anastasia-soare-anastasia-beverley-hills-interview-a3969626.html) and three facial measurements to set a brow's start, end, and arch.[3](https://www.beauticate.com/interviews/founders/anastasia-soare-on-turning-perfect-brows-into-a-global-empire) |
| Milestones | Salon 1997; first product line 2000; Sephora color line 2014; peak $3 billion valuation with TPG's investment.[1](https://www.prnewswire.com/news-releases/anastasia-beverly-hills-completes-recapitalization-transaction-302649244.html) • [4](https://www.forbes.com/sites/martinadilicosa/2026/06/03/makeup-mogul-anastasia-soare-came-to-america-with-not-even-a-coin/) |
| Revenue | Estimated $340 million in 2018, roughly $240 million for the year ending March 2022, and about $300 million to $350 million in 2025 depending on the source.[5](https://www.forbes.com/sites/maddieberg/2018/05/11/americas-newest-beauty-billionaire-built-an-empire-targeting-womens-eyebrows/) • [6](https://www.glossy.co/pop/anastasia-soare-on-25-years-of-anastasia-beverly-hills-the-american-dream-is-still-alive/) • [7](https://wwd.com/beauty-industry-news/color-cosmetics/anastasia-soare-recapitalization-whats-next-for-brand-1238456951/) |
| Net worth | Forbes estimated about $1 billion in 2018 (No. 21 richest self-made woman) and $740 million in 2025 (No. 47).[8](https://money.com/anastasia-soare-makeup-billionaire-interview/) • [4](https://www.forbes.com/sites/martinadilicosa/2026/06/03/makeup-mogul-anastasia-soare-came-to-america-with-not-even-a-coin/) |
| Ownership | Self-funded for over 20 years; TPG invested in 2018 and exited most of its stake in the 2025 recapitalization, retaining about 6 percent; Soare remains majority owner and CEO.[9](https://dot.la/anastasia-soare-beverly-hills-2659868610.html) • [7](https://wwd.com/beauty-industry-news/color-cosmetics/anastasia-soare-recapitalization-whats-next-for-brand-1238456951/) |
| Best sellers | Brow Wiz, sold at a rate of one unit every 10 seconds, is the number-one brow product in the U.S. per NPD data; other best sellers include Brow Freeze Gel, Impeccable Setting Spray, and Lip Liner.[10](https://www.harpersbazaar.com/beauty/makeup/a69367239/anastasia-soare-raising-brows-interview-2025/) • [1](https://www.prnewswire.com/news-releases/anastasia-beverly-hills-completes-recapitalization-transaction-302649244.html) |
| Footprint | Products sold at anastasiabeverlyhills.com, Dillard's, Macy's, Nordstrom, Sephora, ULTA, and select retailers in over 30 countries.[1](https://www.prnewswire.com/news-releases/anastasia-beverly-hills-completes-recapitalization-transaction-302649244.html) |
## Early life and immigration
Soare escaped communist Romania in 1989, then aged 32 by her own account to the [Evening Standard](https://www.edgepedia.org/evening-standard), to join her husband, a ship's captain who had defected the regime in 1987, in Los Angeles.[2](https://www.standard.co.uk/lifestyle/beauty/anastasia-soare-anastasia-beverley-hills-interview-a3969626.html) People dates the move to 1989, when she was 31 and arrived with her one-year-old daughter Claudia and no English; a podcast interview with [Tony Robbins](https://www.edgepedia.org/tony-robbins) instead describes a three-year-old daughter.[11](https://people.com/anastasia-soare-journey-from-brow-artist-to-billionaire-business-woman-exclusive-8387276) • [12](https://www.tonyrobbins.com/podcasts/meet-the-woman-who-built-a-usd3b-beauty-brand-from-usd0-or-anastasia-soare) She took a beauty course because it was the only job not requiring perfect English.[2](https://www.standard.co.uk/lifestyle/beauty/anastasia-soare-anastasia-beverley-hills-interview-a3969626.html)
**Starting from nothing.** By 2018 the company had about 300 employees.[8](https://money.com/anastasia-soare-makeup-billionaire-interview/) Her education was in art and architecture, which the company says fueled her entrepreneurial vision.[13](https://www.anastasiabeverlyhills.com/pages/brand-story)
## The salon and the Golden Ratio method
Soare developed her technique by studying [Leonardo da Vinci](https://www.edgepedia.org/leonardo-da-vinci)'s work with the golden proportion at the library, shaping brows according to bone structure and natural brow shape; before her, brows were an almost nonexistent category in the beauty business.[14](https://www.allure.com/story/immigrants-in-beauty-anastasia-soare-anastasia-beverly-hills-founder) In 1990 she introduced the technique to clients, later patented as the Golden Ratio Eyebrow Shaping Method.[13](https://www.anastasiabeverlyhills.com/pages/brand-story)
The method applies the mathematical ratio of 1.618 to 1.0 to form a client's "perfect arch," drawing on the symmetry principles of da Vinci's Vitruvian Man.[2](https://www.standard.co.uk/lifestyle/beauty/anastasia-soare-anastasia-beverley-hills-interview-a3969626.html) In practice it relies on three measurements: brows should begin directly above the middle of the nostrils; they should end where the corner of the nostril connects with the outer corner of the eye; and the highest point of the arch should connect the middle of the tip of the nose with the middle of the iris.[3](https://www.beauticate.com/interviews/founders/anastasia-soare-on-turning-perfect-brows-into-a-global-empire) The company describes the same idea as applying the mathematical principle of thirds to tailor brow shape to a person's features for visual harmony.[15](https://www.anastasiabeverlyhills.com/blogs/the-studio/the-legacy-of-the-arch)
**From room to salon.** High demand led her to rent her own room across from [Neiman Marcus](https://www.edgepedia.org/neiman-marcus) in Beverly Hills in 1992; in 1997 she moved to a larger salon and launched the brand.[10](https://www.harpersbazaar.com/beauty/makeup/a69367239/anastasia-soare-raising-brows-interview-2025/) A 1994 Vogue write-up kept her appointment book full and inspired the salon opening.[11](https://people.com/anastasia-soare-journey-from-brow-artist-to-billionaire-business-woman-exclusive-8387276) In 1998 she appeared on the Oprah Winfrey Show doing Oprah's eyebrows live, a moment she called an "Oscar moment," and the company site says she debuted the patented Golden Ratio on the show.[10](https://www.harpersbazaar.com/beauty/makeup/a69367239/anastasia-soare-raising-brows-interview-2025/) • [13](https://www.anastasiabeverlyhills.com/pages/brand-story)
## Building Anastasia Beverly Hills
The first product line, called [Anastasia](https://www.edgepedia.org/anastasia), debuted in October 2000 with the help of a New York investor who put in $2 million; Soare researched manufacturers in Europe and the United States.[16](https://labusinessjournal.com/news/soare/) The line launched as full makeup, but Soare pulled back eyeshadows and foundations because she could not afford to pay counter makeup artists, keeping only eyebrow products; she said she lacked the manpower and money to compete with MAC and Estée Lauder.[17](https://www.wealthsimple.com/en-ca/magazine/anastasia-soare) • [18](https://www.beautyindependent.com/unicorn-anastasia-beverly-hills/)
**Retail expansion.** [Nordstrom](https://www.edgepedia.org/nordstrom) launched the brand in 20 stores with estheticians stationed in each one.[10](https://www.harpersbazaar.com/beauty/makeup/a69367239/anastasia-soare-raising-brows-interview-2025/) ABH began selling into Sephora in 2007 and was in 25 countries and more than 2,500 U.S. stores including Sephora, Ulta, and Nordstrom.[18](https://www.beautyindependent.com/unicorn-anastasia-beverly-hills/) The color cosmetics line launched at Sephora in 2014, beginning with the contour kit on Sephora's website.[11](https://people.com/anastasia-soare-journey-from-brow-artist-to-billionaire-business-woman-exclusive-8387276) • [18](https://www.beautyindependent.com/unicorn-anastasia-beverly-hills/) During the 2008 financial crash she used her cash to buy inventory while competitors could not get loans.[17](https://www.wealthsimple.com/en-ca/magazine/anastasia-soare)
Before creating the eyebrow pomade Dipbrow, Soare mixed Vaseline, aloe vera, and eyeshadow to create customized brow color for clients.[15](https://www.anastasiabeverlyhills.com/blogs/the-studio/the-legacy-of-the-arch)
## By the numbers
Revenue estimates vary by source and year. Forbes, citing WWD, put 2018 revenue at an estimated $340 million with $200 million in operating income (EBITDA) per PitchBook; industry sources cited by Beauty Independent estimated sales rose 10 percent to $375 million around 2019.[5](https://www.forbes.com/sites/maddieberg/2018/05/11/americas-newest-beauty-billionaire-built-an-empire-targeting-womens-eyebrows/) • [18](https://www.beautyindependent.com/unicorn-anastasia-beverly-hills/) Moody's data show roughly $240 million in annual revenue for the 12 months ending March 2022.[6](https://www.glossy.co/pop/anastasia-soare-on-25-years-of-anastasia-beverly-hills-the-american-dream-is-still-alive/) For 2025, WWD's industry sources estimate net sales around $300 million, while PitchBook estimates $350 million; ABH declined to provide a figure.[7](https://wwd.com/beauty-industry-news/color-cosmetics/anastasia-soare-recapitalization-whats-next-for-brand-1238456951/) • [4](https://www.forbes.com/sites/martinadilicosa/2026/06/03/makeup-mogul-anastasia-soare-came-to-america-with-not-even-a-coin/)
**Valuation and net worth.** The brand peaked at a $3 billion valuation around TPG's 2018 investment; Forbes estimated it worth closer to $400 million as of April 2025, partly due to competition from celebrity and influencer brands.[4](https://www.forbes.com/sites/martinadilicosa/2026/06/03/makeup-mogul-anastasia-soare-came-to-america-with-not-even-a-coin/) Forbes estimated Soare's net worth at about $1 billion in 2018, when she ranked No. 21 on its richest self-made women list, and $740 million in 2025, when she ranked 47th.[8](https://money.com/anastasia-soare-makeup-billionaire-interview/) • [4](https://www.forbes.com/sites/martinadilicosa/2026/06/03/makeup-mogul-anastasia-soare-came-to-america-with-not-even-a-coin/) Newsweek, by contrast, describes a company valued at over $500 million, a figure that sits above Forbes' estimate.[19](https://www.newsweek.com/anastasia-soare-womens-global-impact-2026-event-interview-11758077)
## Celebrity clients and social media
Celebrity demand built the brand before advertising did. In 1990 a model-booker client sent a van of supermodels including [Stephanie Seymour](https://www.edgepedia.org/stephanie-seymour), Cindy Crawford, and [Naomi Campbell](https://www.edgepedia.org/naomi-campbell) to her salon, and within six months of opening her first brow studio she had celebrity clients.[2](https://www.standard.co.uk/lifestyle/beauty/anastasia-soare-anastasia-beverley-hills-interview-a3969626.html) • [14](https://www.allure.com/story/immigrants-in-beauty-anastasia-soare-anastasia-beverly-hills-founder) Her roster grew to include [Faye Dunaway](https://www.edgepedia.org/faye-dunaway), Jennifer Lopez, Michelle Obama, Kim Kardashian, and Hailey Bieber; Jennifer Lopez had been a client since 1992.[8](https://money.com/anastasia-soare-makeup-billionaire-interview/) • [20](https://www.penguinrandomhouse.com/books/776754/raising-brows-by-anastasia-soare/) • [11](https://people.com/anastasia-soare-journey-from-brow-artist-to-billionaire-business-woman-exclusive-8387276)
**Instagram first.** At her daughter Claudia's urging, ABH was an early beauty brand on Instagram; Soare shared her first post in 2012, after Claudia suggested the app in late 2011.[2](https://www.standard.co.uk/lifestyle/beauty/anastasia-soare-anastasia-beverley-hills-interview-a3969626.html) • [11](https://people.com/anastasia-soare-journey-from-brow-artist-to-billionaire-business-woman-exclusive-8387276) • [21](https://www.cbsnews.com/video/how-anastasia-soare-became-the-queen-of-eyebrows-and-built-a-billion-dollar-brand/) Forbes describes ABH as one of the first beauty companies to embrace social media as a brand strategy.[5](https://www.forbes.com/sites/maddieberg/2018/05/11/americas-newest-beauty-billionaire-built-an-empire-targeting-womens-eyebrows/) The account has since passed 19 million followers.[13](https://www.anastasiabeverlyhills.com/pages/brand-story)
## Recent developments
The company's finances deteriorated sharply in 2025. [S&P Global Ratings](https://www.edgepedia.org/s-and-p-global-ratings) downgraded Anastasia Beverly Hills to a "D" in August 2025 due to a missed payment.[22](https://www.businessoffashion.com/news/beauty/anastasia-beverly-hills-owner-injects-225-million-into-brand/) Bloomberg reported that TPG took a loss on a $600 million investment as part of a debt restructuring, bringing its stake down from 38 percent to 6 percent; S&P estimates TPG's total investment in ABH at around $1 billion.[22](https://www.businessoffashion.com/news/beauty/anastasia-beverly-hills-owner-injects-225-million-into-brand/) • [7](https://wwd.com/beauty-industry-news/color-cosmetics/anastasia-soare-recapitalization-whats-next-for-brand-1238456951/)
**The December 2025 recapitalization.** On December 24, 2025, ABH closed a recapitalization significantly reducing company debt, with the unanimous support of lenders and TPG; Soare made a $225 million equity investment and remains majority owner and CEO.[1](https://www.prnewswire.com/news-releases/anastasia-beverly-hills-completes-recapitalization-transaction-302649244.html) WWD reports the investment as $300 million, differing from the official press release.[7](https://wwd.com/beauty-industry-news/color-cosmetics/anastasia-soare-recapitalization-whats-next-for-brand-1238456951/)
The brand ended 2025 as the number-one brow brand at Sephora, even as color cosmetics were challenged, partly attributed to the clean girl trend; Circana reported in November that prestige makeup was up 3 percent, reaching $7.9 billion in the first nine months of the year.[7](https://wwd.com/beauty-industry-news/color-cosmetics/anastasia-soare-recapitalization-whats-next-for-brand-1238456951/) Soare published a memoir, *Raising Brows: My Story of Building a Billion-Dollar Beauty Empire*, on October 21, 2025, a 288-page national bestseller.[20](https://www.penguinrandomhouse.com/books/776754/raising-brows-by-anastasia-soare/)
## References
1. [Anastasia Beverly Hills Completes Recapitalization Transaction, PR Newswire (December 24, 2025)](https://www.prnewswire.com/news-releases/anastasia-beverly-hills-completes-recapitalization-transaction-302649244.html)
2. [Meet Anastasia Soare: the beauty therapist turned billion dollar brow business owner, Evening Standard (2018)](https://www.standard.co.uk/lifestyle/beauty/anastasia-soare-anastasia-beverley-hills-interview-a3969626.html)
3. [Anastasia Soare: Building a Brow Empire, Beauticate](https://www.beauticate.com/interviews/founders/anastasia-soare-on-turning-perfect-brows-into-a-global-empire)
4. [Makeup Mogul Anastasia Soare Came to America With Not Even a Coin, Forbes (June 3, 2026)](https://www.forbes.com/sites/martinadilicosa/2026/06/03/makeup-mogul-anastasia-soare-came-to-america-with-not-even-a-coin/)
5. [America's Newest Beauty Billionaire Built An Empire Targeting Women's Eyebrows, Forbes (2018)](https://www.forbes.com/sites/maddieberg/2018/05/11/americas-newest-beauty-billionaire-built-an-empire-targeting-womens-eyebrows/)
6. [Anastasia Soare on 25 years of Anastasia Beverly Hills, Glossy](https://www.glossy.co/pop/anastasia-soare-on-25-years-of-anastasia-beverly-hills-the-american-dream-is-still-alive/)
7. [Anastasia Soare on Recapitalization and What's Next for the Brand, WWD](https://wwd.com/beauty-industry-news/color-cosmetics/anastasia-soare-recapitalization-whats-next-for-brand-1238456951/)
8. [Meet the Woman Behind Anastasia Beverly Hills, a Self-Made Billionaire 'Eyebrow Queen', Money (2018)](https://money.com/anastasia-soare-makeup-billionaire-interview/)
9. [Anastasia Founder on the Eyebrows That Launched Empire, dot.LA](https://dot.la/anastasia-soare-beverly-hills-2659868610.html)
10. [How Anastasia Soare Turned Eyebrows Into a Billion-Dollar Business, Harper's Bazaar (November 11, 2025)](https://www.harpersbazaar.com/beauty/makeup/a69367239/anastasia-soare-raising-brows-interview-2025/)
11. [Anastasia Soare Shares Her Journey from Brow Artist to Billionaire Businesswoman, People (2024)](https://people.com/anastasia-soare-journey-from-brow-artist-to-billionaire-business-woman-exclusive-8387276)
12. [A $3B Beauty Brand from $0 | Anastasia Soare & Tony Robbins (podcast)](https://www.tonyrobbins.com/podcasts/meet-the-woman-who-built-a-usd3b-beauty-brand-from-usd0-or-anastasia-soare)
13. [Brand Story | Anastasia Beverly Hills (official company site)](https://www.anastasiabeverlyhills.com/pages/brand-story)
14. [Immigrants in Beauty: Anastasia Soare, Allure](https://www.allure.com/story/immigrants-in-beauty-anastasia-soare-anastasia-beverly-hills-founder)
15. [The Legacy of the Arch: How ABH Became the Brow Authority (official company blog)](https://www.anastasiabeverlyhills.com/blogs/the-studio/the-legacy-of-the-arch)
16. [Soare, Los Angeles Business Journal](https://labusinessjournal.com/news/soare/)
17. [The Queen of the $3 Billion Eyebrow Empire, Wealthsimple](https://www.wealthsimple.com/en-ca/magazine/anastasia-soare)
18. [The Makings Of A Unicorn: How Anastasia Soare Built ABH Into A Brand Worth More Than $3B, Beauty Independent](https://www.beautyindependent.com/unicorn-anastasia-beverly-hills/)
19. [Anastasia Soare on How She Turned Hardship Into a $500M Brand, Newsweek](https://www.newsweek.com/anastasia-soare-womens-global-impact-2026-event-interview-11758077)
20. [Raising Brows: My Story of Building a Billion-Dollar Beauty Empire, Penguin Random House](https://www.penguinrandomhouse.com/books/776754/raising-brows-by-anastasia-soare/)
21. [How Anastasia Soare became the "Queen of Eyebrows", CBS News](https://www.cbsnews.com/video/how-anastasia-soare-became-the-queen-of-eyebrows-and-built-a-billion-dollar-brand/)
22. [Anastasia Beverly Hills Owner Injects $225 Million Into Brand, Business of Fashion](https://www.businessoffashion.com/news/beauty/anastasia-beverly-hills-owner-injects-225-million-into-brand/)
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