HELLO! India Exclusive: Inside Anastasia Soare's billion-dollar empire

For Anastasia Soare, it all begins with a problem. When she spots one, she makes it her mission to find a solution — an approach that earned Anastasia Beverly Hills global success. A Romanian immigrant in the US, Anastasia found her ‘golden’ ticket to beauty domination through the ‘Golden Ratio’ eyebrow shaping technique she developed, which took her brand from a flagship salon in 1997 and a brow-centric name, to a full-face label. Today, their contour sticks and highlighters enjoy a cult following as much as their brow products. The founder and CEO shares her inspiring journey to becoming a beauty trailblazer.

HELLO! India: ABH is now available in over 35 countries. How do you ensure the brand stays inclusive across such varied beauty markets?

Anastasia Soare: Beauty standards change from culture to culture, but technique is universal. We focus on building products that respect individuality instead of forcing similarity. Pigment ranges that flatter deeper skin tones, textures that perform in different climates, and campaigns that reflect real diversity — these aren’t trends; they are basic respect. We study how communities express beauty differently, and adapt without compromising quality or artistry. Inclusivity is not a marketing concept for us — it’s good product development.

HELLO! India: Do you have any favourite Indian beauty secrets, rituals, or products that have made their way into your own routine, or products?

Anastasia Soare: I admire how Indian beauty rituals honour longevity and self-care. There’s a respect for skin — oils, massages, hair treatments — that treat beauty as wellness, not urgency. I also connect with the way beauty celebrates culture. I come from a culture where weddings were so important for us women, and our outfits, hairstyles, and makeup were such a crucial way to celebrate our identity and traditions. Indian culture is the same, and I love that. Beauty isn’t just decoration; it marks who we are. Rituals like turmeric masks, hair oils, and kajal have influenced how I think about texture and pigment.

HELLO! India: Your journey as an immigrant and self-made entrepreneur is truly inspiring. What were the biggest challenges you faced?

Anastasia Soare: When I first started, people doubted that brows could be a standalone service. Undeterred, I rented a small room to offer brow-shaping and build my clientele. Over time, clients began asking for products to help them achieve the perfect arch, which led me to open a salon where I could hire aestheticians to provide both facials and brow services. This allowed me to focus on what I loved most — brows and product development. The next significant challenge was retailing, which required a new strategy and a deep commitment to maintaining product quality and brand integrity.

HELLO! India: Which defining decisions helped you become such a beauty trailblazer?

Anastasia Soare: Brow-shaping was my starting point, but I never saw it as a niche — it was a blueprint for symmetry, balance, and proportion. Once the industry understood how transformative brows could be, it opened the door for us to expand. We didn’t just launch products for their popularity — every category we entered had to solve a structural need on the face. When we released our contour, highlighter, and eyeshadow, each product had a purpose rooted in artistry, not trend. The decision to stay strategic and intentional made ABH a full-face brand you can trust.

HELLO! India: What is your beauty routine like?

Anastasia Soare: At night, I always clean my skin thoroughly, f irst with cleansing sheets and then with La Prairie Cellular Refining Lotion. I love the scent and how fresh it leaves the skin. To remove eye makeup, I use Lancôme Bi Facil — it’s the only one that can take off the waterproof products I use. In the morning, I use vitamin C serums, but only then; too much of it can lead to breakouts. At night, I prefer a heavier cream. I believe in respecting the skin’s rhythm instead of overwhelming it.

HELLO! India: How would you distill your entrepreneurial philosophy into three principles?

Anastasia Soare: Vision first, action second, ego never. Quality over speed, always. Solve real problems, and success follows naturally.

HELLO! India: What do you find most exciting in the beauty industry today?

Anastasia Soare: I’m most excited by education becoming more democratic. AI tutorials, virtual try ons, and professional techniques becoming accessible to everyone — this takes power away from exclusivity and puts knowledge into the consumer’s hands. I’m also inspired by multifunctional products. People want fewer steps with better results. Innovation should simplify, not complicate.

HELLO! India: What’s your approach to product development? Where do you begin, and what are your non-negotiables for new products?

Anastasia Soare: I always begin with a problem. What’s missing? What technique needs a tool? How can we make something easier for both the everyday consumer and the professional artist? Once we identify that need, we test relentlessly. If I’m not obsessed with the formula, the colour payoff, the texture, the blendability, then it doesn’t exist yet. My non-negotiables are quality, performance, and consistency. A product must be intuitive and deliver instant results.

HELLO! India: What’s next for you on both the personal front, and as a founder?

Anastasia Soare: I want to invest more time in education and mentorship. Brows changed my life, and I think sharing knowledge would be the most meaningful way to give back. Expect more masterclasses, collaborative artistry, and programmes that support young entrepreneurs — especially women who are trying to build from nothing, the way I did.

This story was featured in the Vol 1. Issue 6 of HELLO! India. For more exclusive stories, subscribe to the magazine here.