Beauty pioneer and powerhouse entrepreneur Anastasia Soare is Founder, CEO and driving force behind Anastasia Beverly Hills—one of the most globally acclaimed and fastest-growing brands in the beauty industry.

Soare immigrated to the US from Romania in 1989, chasing her American Dream with an education in art and architecture to fuel her entrepreneurial vision and unique approach to beauty.

In 1990 she introduced a new brow shaping
technique to clients, celebrities and loyalists alike—later patented as the Golden Ratio Eyebrow Shaping Method®—that has gone on to become a modern beauty day essential and has secured her legendary status as the “Queen of Brows”. In 2023, Anastasia was named on “Forbes 50 over 50: Lifestyle List”, continuing to trail blaze brow innovation, shape beauty culture and inspire the world.

Anastasia Beverly Hills President Claudia “Norvina” Soare, is the visionary behind product development and creative direction for the brand’s prestige cosmetics line. As Anastasia’s daughter, she has worked at every level of the organization, emerging her as a radical entrepreneur in her own right with a sharp trend-setting eye responsible for strategic decision making that has positioned ABH among the industry’s top cosmetic brands.

An early adopter of social media, Claudia, better known by her Instagram handle @norvina has made an art out of knowing her customer. In 2016, Soare was named on WWD’s “10 Most Wanted List: The 10 Most In-Demand Execs in Digital Fashion and E-Commerce.” Anastasia and Claudia continue to dazzle together, giving back to the community while leading the brand and co-creating their vision of a more beautiful world where everyone has the power to find their perfect balance of beauty and confidence.

Starting an iconic makeup brand doesn't happen overnight. This is the brand story of how Anastasia Soare earned her legendary status as "Queen of Brows" and Anastasia Beverly Hills earned its place as the go-to staple for brow and makeup products in the beauty industry.

1989
CHASING THE DREAM

Anastasia Soare immigrates to the United States from Romania.

1990
SALON STANDARD

Anastasia introduces a new brow shaping service at a Hollywood salon.

Balance and proprotion are the foundation of Anastasia Beverly Hills. Using the Golden Ratio® Method, the shape of the eyebrow is tailored to your unique features. With a few simple steps, your brows will outlast any trend.