The Bossticks - Anastasia Soare AKA Anastasia Beverly Hills On Beauty, Developing The Golden Ratio, Resourcefulness & Overcoming Struggle

Episode Date: August 21, 2023

#601: Today we're sitting down with Anastasia Soare, the founder of the legendary makeup brand Anastasia Beverly Hills. Anastasia joins us today to talk about her story, how she immigrated from Romania to escape communism, how she got started in beauty, and what ultimately led her to create one of the most successful makeup brands of all time. She goes into detail about the difficulties she faced when she came to the US, and how she built her entire company from the ground up. She also gives us tips on how to achieve the perfect makeup look & gives insight into what makes the perfect eyebrows.   To connect with Anastasia Soare click HERE   To connect with Anastasia Beverly Hills click HERE To connect with Lauryn Bosstick click HERE To connect with Michael Bosstick click HERE Read More on The Skinny Confidential HERE To subscribe to our YouTube Page click HERE For Detailed Show Notes visit TSCPODCAST.COM To Call the Him & Her Hotline call: 1-833-SKINNYS (754-6697) This episode is brought to you by The Skinny Confidential   Use code SKINNY at anastasiabeverlyhills.com to receive 20% off your purchase (offer valid until 10/21/2023) This episode is brought to you by eBay Ensure your next purchase is the real deal with eBay Authenticity Guarantee. Everyone deserves real. Visit ebay.com for terms. This episode is brought to you by Sakara Sakara delivers science-backed, plant-rich nutrition programs and wellness essentials right to your door. Their ready-to-eat meals are nutritionally designed to deliver results—from weight management and eased bloat to boosted energy and clearer skin. Go to Sakara.com/skinny or enter code SKINNY at checkout to receive 20% off your first order. This episode is brought to you by Hiya Health Hiya Health fills in the most common gaps in modern children's diet to provide full-body nourishment our kids need with a yummy taste they love. Go to hiyahealth.com/skinny to receive 50% off your first order. This episode is brought to you by Dr. Dennis Gross If you want to take your beauty routines to the next level with immediate and long-term benefits, go to ddgskin.com/skinny for up to 25% off Lauryn's exclusive bundles and new lip products. This episode is brought to you by AG1 AG1 is way more than greens. It's all of your key multi-vitamins, minerals, pre-and probiotics, and more, working together as one. Go to athleticgreens.com/SKINNY to get a free 1 year supply of vitamin D and 5 free travel packs with your first purchase. This episode is brought to you by Poise Ultra Thin Poise Ultra Thins are bladder leak pads that fit and flex with your body, to provide protections so that you can cherish your postpartum moments worry-free. Learn more at poise.com. Produced by Dear Media.

The following podcast is a dear media production. I am someone who travels a lot. And I'm constantly trying to be healthy when I travel, but it is a struggle. But leave it to the Weston hotels to fix this issue. Okay, you guys, first of all, they have over 200 destinations around the world and they're committed to all things wellness. So what they've done is they've made travel an opportunity to actually enhance your well-being.

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healthy, nourishing meals. And lastly, they have sleep well. This is all about recharging your body and mind with a restorative sleep. Westons even has a renowned heavenly bed. So they really thought of all the things health and wellness-wise at Weston hotels. There's amenities and offerings aim to help you move well, eat well and sleep well. So you can keep your well-being close while away. Find wellness on your next day at Weston. a lifestyle blogger extraordinaire. Fantastic. And he's a serial entrepreneur.

A very smart cookie. And now Lauren Everts and Michael Bostic are bringing you alone for the ride. Get ready for some major realness. Welcome to the skinny confidential, him and her. I really believed so much in eyebrows because every client will come after I fix my own eyebrow and they will say, wow, you look different. You look rested. And I started doing their eyebrows, and I could see the difference.

And to make the story short, the owner didn't believe in it. And I decided to open my own business. I rented a room in a salon in Beverly Hills. My husband still didn't have a job, so it was kind of crazy. I really believed in. And I thought, you know, that's why I came to America. We have to do crazy things. We have to take myself out of the comfort zone.

You know, I wanted to do more. I constantly, I wanted to do more. Welcome back to the Skinny Confidential Him and Her Show. Today we're sitting down with Anastasia Soray, the founder of the legendary makeup brand, Anastasia Beverly Hills. We had an incredible time talking to Anastasia. And for those that are just listening, you may also want to check out the YouTube. There's some stuff that we did on this episode.

that's, I guess, a little BTS where she actually started doing my eyebrows and Lawrence and just some wild stuff that was going on. Many of you guys that have been long-time listeners may not also realize that we have been producing full-length and clips all over our YouTube channel. You just search the Skinny Confidential on YouTube. We have all of these episodes now, current episodes full-length, and we have all sorts of different clips. So check it out anyway, subscribe and comment there. We're starting to be really active. What I love about this episode with Anastasia is we go into so many different areas. We talk about what it was like growing up in Romania and fleeing communism. She has an incredible story. We talk about how she learned to be

resourceful and how you can too. We talk about the beauty industry, how she got started. We talk about grit and perseverance. We talk about how Anastasia Beverly Hills was born. And I know this was, you know, on the surface, a beauty focused episode, but we have so much in here for how to persevere, how to be better, how to grow a business, advice for new business owners, advice for people that are going through struggle. This episode is just jam-packed. With that, Anastasia, welcome to the skinny confidential, him and her show. This is the skinny confidential, him and her. 25 years, you've had your store.

It's pretty incredible. I was reading this stat about how many businesses fail and in how short of years. To make it 25 years, you are breathing rare air. So congratulations. To start, I think we were talking off air about the best way to go about this. I really think, I mean, we can talk all about the business,

but I think your story is so incredible. We have a lot of young listeners that are thinking about what they want to do in life, thinking about what businesses they want to start, what careers they want to go into. But to start with you, I want to go way back to Romania and how you grew up and talk about that a little bit. I grew up in Romania. My family emigrated from Macedonia. They decide to come to Romania and, you know, open businesses and everything was around 1939 by the 60s before the start of a communist regime. Everybody,

and in the family was, you know, they had businesses, they were flourishing, they built homes. During the communist regime, they start taking away everything from them. By the 70s, I think, situation became very difficult. Despite living in a communist regime, I had an incredible family. My grandfather was such an incredible person that inspired. me so much. He built so many homes along the way and he had to move his whole family. He had seven kids. By the time he had the fifth kid, he went in war, World War II, and he came back. My grandmother took care of the kids. So I come from a family with a lot of strength, a lot of

resilience. And as a kid, I watched them. I saw how everything happens. So we were emigrants in Romania. I was born there, but my parents and grandparents were immigrants in Romania. Where did they come from? Albania. Macedonia. Macedonia was divided in, but in from Albania. What I saw them, you know, being this amazing family. My grandmother took care of the kids. My grandfather and all my uncles build an incredible businesses and was a thriving family. And school was amazing when I grew up. I had incredible teachers. We didn't have computers.

We didn't have. We read all the time. Probably half of my time I would spend in a library reading books and the teachers were incredible. so you had a desire to learn and to go to school and to know more because we were so secluded because of the communist regime, we couldn't go anywhere. We didn't have anything to watch on TV. So just books were everything for us. And what year in your life did the communist regime kind of take over? How old were you?

Oh, even before I was born. Okay. So your family immigrants there and you say they started taking things away from your grandfather. Like, what does that look like? Slowly. Like, they will one day, like their last home that was a very big house, which was the president at that time, said he drove one day and it's like, I want to build huge buildings here with apartments. And we're not paying you for him. Or did they? They gave you like $90,000. Like you will have a home, 20 room home and they will give you $90 and they will put you in a two-bedroom apartment. At four-floor with no elevator.

And we couldn't do anything about it. I imagine your grandfather was extremely stressed because you think you have all these assets and then one day we're going to take that one. We're going to take that one. You can't do anything. Yes, not only homes, but even lands, even the story is way bigger that we don't have enough time to tell you how difficult it was. And how, but he was still strong enough to move on.

He never looked back. He's like, okay, let's see what we're going to do and how we could make our life better. It was a lesson. No, I don't think people realize, especially coming from this country and being born here, they can't even imagine what that would look like. You don't have those kind of issues here, right? Yes, you don't. When you were a little girl, did you know what was going on kind of or not?

What was going on around? Yeah, could you understand that there was a stress? Of course. Yeah. Of course. I mean, not when I was little, when I grew up a little bit, because it all started gradually. Early 70s, the situation became worse. We didn't have food in the apartment store, I mean, in the markets.

People couldn't buy, I mean, there were lines to buy bread or milk for kids. Everything was on the black market if you want to buy something. It was worse and worse. every year was something else taking away from you to the point that we didn't have electricity after 6 o'clock because he wanted to save money for the country or whatever the was in. There were a bigger issue to discuss about what he wanted to do, but it affected everybody in the country. There were 22 million people.

By 6 o'clock, you didn't have electricity. If you don't have electricity, you don't have electricity. You don't have heat in the winter. So it was rough. Yikes, yeah. So was it your father, your mother, your grandfather? Who decides to try to make a change? What's the plan that takes place in order to improve your circumstances?

Well, everything was how you could survive. It was a community of Macedonian that they were able to get stuff on the black market because you had to survive. You had to give food to the kids. You had to, like, they will take your electricity. We build fireplaces with wood and we'll bring the wood. And we had our own heating system, but work with the oil, but you needed electricity. But we build fireplaces in every single room to use it when we didn't have the electricity.

So there were issues that you constantly try to find a solution to the problem. I always tell my husband that the most important lesson I want to teach my daughter is how to be resourceful. And it sounds like you had to. I mean, that sounds like you had the childhood of resourcefulness. Yes, you had to be resourceful. The parents, the grandparents, the people, this is how they live in Romania. You had to come with a solution. So what ended up happening?

I decide to leave Romania in 1980. My husband was ship captain, and we talked, we decided he will defect the ship in Italy to ask political asylum. And he came to United States in 1997, sorry. What does that mean when you ask political asylum? You go to their American embassy and you say, hey, I'm asking for political asylum because I live in a communist regime. And what are the dangers of doing that? Like if they find out you're defecting from a ship, what are the dangers there? Well, you make sure that they don't find out.

Sure, but if they do. Oh, they will put you in jail in Romania. Yeah. Wow. So this is a scary thing that you both have to go through. And when you started planning that, what does that look like? He obviously, he came here. He defected the, he had the chance to go to the American embassy, but was difficult for me

because I was in Romania. They couldn't find him, obviously. He came here in Los Angeles. I had to show up to the police station for interview. Yes, he came here because he was on a ship captain. I couldn't get out. But did you guys have a plan to meet up at some point? Yeah, but of course we had a plan.

We thought that he's going to come here, ask for political asylum. He will get immediately, I mean, the green card, and then he will file paper for me to come. I got immediately the paper from the American embassy, but Romanians will not give me the passport to leave the country. So it took me three years. Wow. So I waited three years, and I can't tell you how many times I had to go to the police station.

And I would be interrogated. Like, okay, your husband left. Did you know, you knew, did you talk? Like, no, I didn't. I didn't know. Well, then you should divorce him. So what happens when you leave? Can they do anything when you leave?

When I leave. To America? No, they couldn't do. Trust me, it took me three years to get the passport to come to America. But was the most difficult time to be able to manage those three years there because you will be asked to go to the police station at 9 o'clock in the morning. You never knew if you get out or they will keep you there in prison for, I don't know, for no reason and nobody will know what happened.

But they never kept you there. They let you go every time. Yes, every time. So when you came to America, was it a pleasant surprise? They're so interesting. I never talk about this. I have never talked about it. Really? Perfect place. Really? Yeah. I mean, this is, I feel like this has so much to do with what you've built. Yes, for sure. For sure. But. When we talk all the time, we were just talking to a really young person on the show. And we were talking about resourcefulness and talking about perceived hardship. and what people think are hardships compared to what other people go through. And I think it's important for people to hear stories like this because I think sometimes in this country in particular, people take what we have here for granted sometimes.

And it's not to say that there's not issues in every part of the world, but I don't think people realize how hard life can be in other areas at times. So I think it's important to share these kind of stories because it may inspire some people to say, okay, maybe I don't have it so bad, or people that have it bad, maybe they see a way out now and they see that there's a path. And like Lauren said, I think it's such an important part that must have played such a huge role in what you've built. For sure, for sure. The resilience, everything that I've learned and I've been and spent my half of my life in Romania, obviously, it got me

to be where I am today. So when you first come here, do you remember anything that stood out as just being... Of course I remember everything. What are the things that you were maybe, I don't know, shocked by or surprised by or just... First of all, I love the weather. The palm trees and the weather. I was very surprised and I love the fact that you could have as many jobs as you want and you could work and you could prove that you could do something.

It was very difficult for me because I didn't speak the language. And it was very challenging, very, I think was probably the most challenging part of my being here at the beginning. I didn't know too many people, my family. I had a huge family in Romania and everybody was there. They were part of my life. And I came here not knowing too many people, it was very difficult. That part was very difficult. But I felt so encouraged.

I remember I walked into a supermarket. And I couldn't believe how many fruit and vegetables were there and how the meat was lit. Remember, I came in the time where people had to wait from 12 o'clock at night until maybe the next day at two or three o'clock in the afternoon for a chicken. And sometimes the chicken will be finished before was your turn. And to walk in a store and see the abundance of everything, it was incredible.

I will never forget that. Well, I think this is exactly why we're asking you these questions. So my point earlier is, like, I think people take for granted sometimes the abundance here, right? They take for granted because they were born here. If I was born here, I would do the same thing. Yeah, it's no fault, but I think you have a responsibility, or we have a responsibility as people to make ourselves less ignorant as we grow older, right? And so it's becoming aware of these things.

And I think sometimes people have a myopic view of the world and they don't take a grander view of the world or a broader view. And I think it's important to do so so that you can recognize opportunities. I think it's very good when you are young. When you are in college, you should take a trip for a month. and live in a country. Then you understand what you have here. I think it's very important.

People should travel, people should spend sometimes not as a tourist. Like leave somewhere on the budget for a few days at least. When you were in Romania, what job were you doing there? So my mother, my parents had a tailor shop. And my mother, I used to work with my mother, used to do, design the clothes for her and help her to run the business because she had employees and I was working with my mother. I knew you were going to say something artistic. It's interesting

though because you're yes are so artistic but also there's a business sense. So that makes it's a mixture, a medley of the two. Oh, for sure. That's why I wanted to know how this, how this is being pulled through. Did you know when you moved here that you wanted to do anything like this or was this even in your site. No, never. I never thought I would work in beauty business. How it started. So I went and I studied construction engineering and technical, I studied five years technical design. I was very good at drawing and I started working with my mother helping her to run her business. My mother, I think, was probably the most incredible person that understood marketing, understood how to create a business in a place where you are not allowed to have your own business.

But she was so good at what she was doing that she started making clothes for wives of the head of communist. So if you keep the wife happy, everybody was happy. Yeah, I get it. Like you said, you had to be resourceful. You had to be to find ways to survive because my father died when I was 12. So she took me next to her one night and she said, you know, you have to help me because we need to survive. We have the house.

We have to keep the house. You need to help me. And I said, Mom, I'm 12. I don't know anything about business. Like, you are smart. I'm going to teach you everything. So I used to do my homework between sewing machines, watching the girls that worked for her while she was doing her business.

And I think that was for me almost like a training without even thinking, without even knowing that I will learn the steps. So at what point did you do? you realize that you wanted to go into beauty when you were in the United States? So when my husband left, he came here and said, you know, I think you will have a very hard time because you don't speak the language. I suggest you should go to beauty school because there are so many Romanians and Eastern European that are esthetician. They are all teachers, engineers, but they are aesthetician because you don't need to speak perfect English.

and I went to school there. It's like two years school. In Romania, the aesthetician school is a little bit more elaborate. It's almost like a college. When I came here, I already had the license, and I still didn't believe that I'm going to be working in the beauty business. The reason why I got the job in a salon was because my husband, with an international license, couldn't get a job because he was not American citizen.

So even though they gave him political asylum, they would not, he was not able to. It's normal. You get a green card and you need to wait five years to get your citizenship. Oh, so during that five-year period, what do you do? You just have to, you can't work? You could get other jobs, but not as, not as a ship captain. Sure. Okay, okay, I get what you.

He couldn't pursue his career. Yes. Okay, okay, I got a job. I met a Romanian lady. dad was pregnant and she was working on the salon. And she asked me if I, during her time off, three months, if I want to work there, when she will come back, I had to leave. So, of course, was exciting for me to learn to have some experience for three months.

Even so, I was unhappy. I still miss my family. I thought I would go back. And was your husband the only? Wow, you thought you would go back? Oh, yes. So who of your family? After all that turmoil that you experienced, you missed your family so much that you thought you would go back.

Not only miss my family, but I felt like, oh my God, I don't speak the language. I mean, I can't do anything here. Did you learn the language by just being around it? My clients, yeah. And when you started your estatition, you said you took over for three months, are, is this facials, is this eyebrows? What is this? No, it was facial, body wax. Nobody was doing eyebrows at that time, but was facial and body waxing, is what in makeup.

I've heard some people that come from communist regimes or communist countries come here and sometimes get overwhelmed because it is so, there's so much optionality here. It's so uncertain. There's so much going on where in those other places, it's almost, it's a little bit, you know, even though you don't have as much opportunity, it's certain. You wake up every day and it's kind of laid out. Did you feel the same way? Was overwhelming. Of course. Of course.

Just because you feel... Too much stimulation, maybe. Maybe. Yeah. I mean, I cannot even... I don't know. I couldn't find... I believed at that time that I would not be able to do something here.

Even so I dream so much to come here. Wow. It's a novel concept, I think, if you were born here to think like that, but it makes a ton of sense if you kind of have your life set up in a way where you know exactly what to expect. And then you come here and you have no idea what to expect. And the states maybe not doing, you know, they're not going to basically set up your life.

It's like, you know, you got to go make it for yourself. On your own. You have to do what you have to do. And so did you feel that way in the beginning? I felt so overwhelmed. I felt like this. I couldn't do it. I thought this is way more difficult that I thought.

Yeah. And then imagine your support system, which is your family is all in another place. I think that played a very big role for me. My support system, my family wasn't with me. When did you start to notice momentum in your career? Two years after being in that salon, I mean, they kept me after the girl came back because I thought, okay, I'm going to be here. In my mind was that I'm going to go back to Romania, but let me do the best what I'm here.

The owners loved me so much because I was trying to learn from them. I mean, I was an aesthetician, but I was like their assistant. I will clean their station. I will cut the strips because I wanted to learn from them how they are doing the business. I thought, I want to learn. I need to learn. Even if I would be here for a year or two, I need to learn everything. And after a year and a half, I decide to go to the owner and say, hey, you know, I think we should do eyebrows here.

because in Romania I used myself to go to get my facials and the aesthetician used to tweez my eyebrows. Even so, I thought my eyebrows looked very thin and round because that was the fashion in the 80s. We should do eyebrows. I mean, I studied Golden Racial, the Leonardo da Vinci theory, and I went to the library because we didn't have a computer,

so we needed to go there. I went to the library, and I kind of tried to feel. figure out how you apply the golden ratio. Can you explain the golden ratio? Hold on. Does Michael have the golden ratio? What is the golden ratio?

Do you tell the golden ratio? Golden ratio, it's a formula that the, the, the, will apply to a certain part, especially on our face, brings balance and proportions. So the, the whole should be part into and the second part should be bigger than the, the third part. So what I'm saying here is this. So it's a mathematical formula that when you, if you look at Leonardo da Vinci theory, he has the entire body, the face except the eyebrows. He never, he never talked about the eyebrows. And going to the library, I was able to kind of try to fix my own eyebrows using the golden ratio. But I have a couple of questions about this.

When you just showed me the measurement, you drew it out. Is there a certain beauty standard that your eyes should be a certain separation? Of course. Can you explain that part? If we go into that, we'll spend the entire podcast only on that. Maybe we should have that thing. Because do you look at someone and can you see? So to summarize this, applying to the eyebrows and to the face is above middle of

inside of the nostril, your eyebrows should start there. Outside corner of the nose, corner of the eyes. This line that ends in the eyebrows should be the end of your eyebrows. And tip of your nose, middle of the iris, this should be the highest part of your eyebrows. Now there will be standard deviation. If your nose bridge is wider and your eye, obviously from the hair line, we have five eyes here, the size of five eyes. So if you have very big eyes, obviously the space between the eyes is bigger, the nose bridge is bigger. So you bring the eyebrow a little bit closer. If you have thinner nose bridge, the eyes are a little bit more close up, then you go a little bit wider. So that's standard deviation. But all put together, the eyebrow always 99% should start.

above, middle of inside of the... Did you invent that? What you just said? Yes. Okay, because I've heard that from... I patent. You patent it. I didn't know that.

That's a big deal, Michael, because every single eyebrow person uses what she just said. I've gotten my eyebrows wax a lot. They do that on me. And my eyebrows are a little short right now, Anastasia, because I shave the ends. We can talk about it later. But you're saying essentially you can help accommodate the golden ratio by manipulating the eyebrows.

Completely. I mean. I'm the most important feature on our face that creates balance in proportion. Because you can't change your nose or your actual eyes, but you can change the eyebrows. You can change your nose. And by changing the eyebrow shape, you create even bigger, better harmony within your face. Because from the hair line to the eyebrow base of the nose to the chin, those three zones should be equal. I mean, if you, I mean, I studied Leonardo da Vinci theory that he used on the human body and

especially the face many times and you could go and you could see everywhere, but in every of his books. But by doing eyebrow correctly based on my pattern technique, you are able to create those three zones. So if, for instance, myself, I have a very big upper lead, yes, I tweez a lot in In the 80s, my esthetician used to tweez very much here because the shape of the eyebrow that fashionable shape was thin and round. What that did created way too much space here.

So zone number two was too big, minimize zone number one, and zone number three was good. So what you're saying is your face out of harmony? Was out of harmony. So by filling in lower to create that perfect balance and proper, the three zones equal, following my technique where the eyebrow should end and should begin, you are able to create a harmony. Like if my zone number two is too big, make my face too long. How is Michael's zone number two? So the golden ratio.

Oh, come on. Is it really perfect? So the golden ratio is what Da Vinci classifies as, what you want to have the most attractive face possible from a ratio standpoint. Correct. Because a plastic surgeon should use the golden ratio when they're performing plastic surgeon. I'm sure there are a lot of doctors that do that. Because if you use the golden ratio on the face, it creates a harmony and the human eyes encoded to recognize that.

I mean, you will see people that, I don't know, they don't have the perfect nose or the perfect eyes or the perfect, but because they are in harmony, you perceive as beautiful. I got the cutest baby blue Celine wallet on eBay. And why I shop for handbags and wallets and coin purses on eBay is because eBay has an authenticity guarantee. And this protects buyers from fakes. So you know when you order something, you're getting the real deal. They really want buyers to have confidence in knowing that their purchases are bad.

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Receive 50% off your first order. To claim this deal, you must go to Hayahealth.com slash skinny. This deal is not available. their regular website. Go to h-I-I-A-H-E-A-H-E-A-L-T-H-H-T-H-C-T-H-T-H-K-T-H-N-E-H-E-T-H-E-H-E-H-E-E-R-E-E-H-E-E-T-E-E-E-R-E-B-E-E-L-E-E-A-V-E-A-P-E-E-H-E-E-R-E-E-W-E-R-E-W-E-E-W-E-E-W-E-E-E-R-E-E-R-E-E-R-E-R-O-R-O-E-E-B-R-R-E-E-R-E-E-R-E-E-R-E-R-R-E that face. I don't want to say we view it as ugly, but it just throws off what we're programmed to look for in a face. And so it's hard to recognize it. So if someone's looking to see if they have the golden ratio, is there actual measurements that they can do on themselves? So the first you do from the

hair line to the eyebrow base of the nose and chin, those three zones should be equal. And then you do the measurement for the for the eyebrows, above middle of, inside of the nostril, that should be the beginning of your eyebrow, outside corner of the nose, corner of the eyes should be the end, tip of your nose, middle of the iris, this should be the highest part. Now, on this diagonal, to make sure it's not too high or too low, you have the iris here, and on the diagonal, you need another iris, an imaginary iris to understand where the eyebrow should be placed. That needs to be a TikTok. That's a TikTok. No, I'm serious. People will love that.

For people that are listening, you should go watch the video version. You should go watch YouTube. I have a question. This is a little tangent. We're going to go back to what you were saying. Out of every celebrity that you've worked on, you've worked on a lot, who has the most golden ratio-ish face you've ever seen? All my clients have the perfect. You're going to get her in some trouble here. That would be the headline of the episode.

Isn't there one celebrity, though, that just has it? My goal always was to create the perfect eyebrow for my clients. So you look at Jennifer Lopez. She has the most beautiful face. Her eyebrow is thick. That brings the perfect balance in proportion with her face. Okay? If her eyebrow will be thin, will not be as perfect.

She has beautiful face. Oprah Winfrey, she has gorgeous, thick, gorgeous eyebrows because her measurements, if you look, it fills. Not only you need to fill, I created the stencil. You need to fill that space. but you need to follow the natural eyebrow shape. And you have these stencils, if anyone's listening, you have these stencils where you can get the perfect eyebrow shape, which is genius. You will have a guideline to know exactly where your eyebrow.

So after you did the three marks, then you connect this number one here. You keep this parallel to the ground and you fill in with eyebrows. Which one would you use on me or does, can I pick what shape? I will use full arch. Full arch. Because you have beautiful, thick eyebrows. Full arch. I love your eyebrows.

Okay, I need to. Yeah. So I think I shaved the ends a little too much. Do you see it a little bit too much right here? Of course I see. Of course I see. So you would fill in the ends a little bit more for me. Yes.

And I will try to grow a little bit more lower because you went too much here. Okay. So it will be really great if you go. could grow one row below. And then you lower the eyebrow. So you would have me grow one. I'm not going to touch my eyebrows. Do you have an issue in life now when you meet people?

You just go straight under the eyebrows and follow up. Of course. I used to go with my daughter to the supermarket. And I mean, I couldn't take my eyes if the lady will have a wrong eyebrow. And I will say, wow, you should do. And my daughter is, Mom, please, you embarrass me. Don't do this. You know what I call an eyebrow like that, a tadpole eyebrow, like a tadpole.

Yes. That you want to grow a little bit more. I used to have tadpole eyebrows in high school. Like you over plucked them too much. Our friend Dr. Diamond, he comes on here. It's like when he's talking to that guy, he's like just scanning your face. Because he's all he does all day as work on faces. It's like a robot scanning your face.

Michael's eyebrows are good though. Yes. You wouldn't do anything. A little bit, but I'm not going to talk right now. Listen, I'm a work in progress. This is after work. Okay. Okay. So go back to, you discover, you go to the library, you're looking at Leonardo da Vinci's stuff. Then what happened?

So the owner didn't believe that we could charge enough to the eyebrows to make it work, to be worth it. Because at the beginning, it used to take me like 40 minutes to do eyebrows or 30 minutes. And I really believed so much in eyebrows because every client will come after I fix my own eyes. eyebrow and they would say, wow, you look different. You look rested. What did you do? You look different. And I started doing their eyebrows and I could see the difference. And to make the story short, the owner didn't believe in it. And I decided to open my own business. I rented a room in a salon in Beverly Hills. My husband still didn't have a job. So it was kind of crazy. But I really, really believed in and I thought, you know, that's why I came to America. We have to do crazy

things. We have to take myself out of the control, the comfort zone because I was making, you know, I don't even remember like 2000 a month at that time and with my tips and, you know, but that wasn't why I came here. You know, I wanted to do more. I constantly, I wanted to do more. The sacrifices that I made to, and I left Romania and I went through that, I wanted to do much more. I rented the room, and from 92 to 96, I worked there. It was kind of scary because I didn't have too many clients, but the room was across the street from Neiman-Marcus, and I used to go there and invite all the makeup artists. I used to do eyebrow for free and facials and bodywalks and they would send me clients. I built my clientele and by 96, I was so busy working

seven days a week and I decided to open a salon because to fill in eyebrows I used to to mix like some eyeshadow with Vaseline and aloe vera because I didn't have, there were no products for eyebrows. My clients used to come back for their service and they would say, well, Anastasia, my eyebrow looks great when I leave your place, but then after I take a shower, I need that thing that you fill in my eyebrows. So I realize I need to make products. So everything was very organic, you know. It was a need that the client had. I wanted them to look the best to, I loved my clients. I had so many incredible women that they follow me, they used to come every three weeks, they encourage me, they teach me everything. If I had a question, because remember, I came here and I stayed in a room and worked

nonstop. I didn't have time to do anything and go anywhere. Anything that I used to ask them, like, I don't know too much. I want you to teach me. I don't speak the language. Can you teach me? Can you make sure you correct me? Can you make sure you tell me this how to write the check? I didn't know how to write a check. I didn't have a credit card. I went to the bank and begged them to give me a credit card. They didn't want it to give me because I didn't have nobody in my family had a history.

History, yes. And I went to the manager and I said, look, I'm not going to leave the place. It was Wells Fargo and Beverly Hills. like you have to, I'm an immigrant, like how I can't have a history and you need to give me a chance. Give me $500. I'm not going to leave this place if you don't give me in. Of course you did. He gave me.

So this is so interesting to me because I've been getting my eyebrows wax since I was in high school. But if you asked me to think before that, I can't remember any places I'm from San Diego that were doing what you did. So you sort of, I mean, I invented eyebrows. That you invented, that is crazy. Like it is such a thing now to go get your eyebrows done. That is so crazy that story. You really did though because I remember being in seventh and eighth grade and doing them myself at home and they looked like little tadpoles. And I didn't know what I was doing.

There was no eyebrow place to go. You're right. Yes. That's crazy. So at what point do you get your first celebrity client and realize, oh my God. I used to get my celebrity when I was on Melrose Place at Jovan Ayuta. My first client was Cindy Crawford. Wow.

All the supermodels. Especially for eyebrows. She's the best eyebrows. She was the most gorgeous. Oh, my God, all of them. Naomi Campbell, Stephanie Samard. They were my clients for facials and body waxing. So I've been so lucky to get the support of my everyday clients.

but the validation from my celebrity clients. Because I, it was very important for me to understand that celebrities are very professional. They work with best of the best in the business. So they understand their eye is so encoded. They understand when something is good, when you are good in what you do. They have taste. You master. It's not about.

taste. I think working with so many people, you develop a quality of understanding exactly. You are a good hairstylist or you are a mediocre hairstyle. You get exposed to the best in their crafts. Correct. And you can recognize quickly when someone's not. Exactly. So they were from early times a lot of celebrity that once I start doing their eyebrows, They will come always and I shaped their eyebrows with some of the most incredible actresses and supermodels and TV personalities and they validated my work. They supported me.

I'm actually, I celebrated 25th anniversary, and it was such a testament of my work and how much they believed in me and they celebrated my 25th anniversary. I'm forever grateful for them and all my clients. It was, but it was a desire in all my career. I wanted to make my client look the best. It was, of course, I wanted to build a business,

but that was not the priority for me. I wanted to be the best to master my craft. That was my first thing in mind, And I wanted my client to look beautiful and feel confident. Because what makes you beautiful makes you powerful. It is very important. Men and women, I think everybody is. We are all the same.

I think we've had a lot of successful people on this show and a common denominator for a lot of those people is they didn't start with the focus of just making money. They started because they have a passion to do something. And I think the rest of it, not that it's easy, but it follows in an easier way if you're excited about what you're doing. and if you want to provide value to a client or a customer or whatever. I think the people that get in the most trouble are the ones that they start.

I just need to make money for me. Yes. It's like it's very short-lived and it's hard. I agree with you. What were the first steps of really putting product out there? And I also would love to hear because I'm sort of having this problem myself is how you went from doing the service to the transition of becoming a full-blown business woman. I had to create products for my clients because I was shaping eyebrows and to fill them in,

to create the perfect shape. Very few people have the perfect. We all tweez our eyebrows or maybe you have a scar or maybe whatever. It's the difficulty of having that perfect shape. So I needed to create products. So I created the products. I went to Italy and I started creating the products. Then Nordstrom, the buyers, they visited the salon

and they wanted me to sell the products in their stores. Remember, in 1999, I mean, you walked in my salon when paparazzi were not born yet. You walked in my salon in Beverly Hills and you will see a line of people and women, they used to love them. You will see, I don't know how many celebrities. Everybody was there to get their beauty service. And I had in every single magazines, TV articles, and I was on every daytime show talking about eyebrows,

how important eyebrows were. So I did my own PR marketing, I should say. And then they approached me. They wanted to sell the products in Nordstrom. and this is how it started. I bought your product in Nordstrom's now that you just said that. One of my first products was bought in Nordstroms. We were like 12 when that was going on.

Fashion Valley, actually, we had the Browse studio. In San Diego. That's where it was. We had, so I used to go during the week, I used to work in the salon, and in the weekends I used to travel to different stores to talk about the products, to shape the clients. eyebrows and show them how to do their eyebrows because at that time, early 20, 2000, people didn't know, like, whoa, do I need to use powder in my eyebrows? It was something very new. It was so new. Yes.

And I remember, and maybe you still have it now, but there was a palette that every single girl had. It had a slide off, it had a slide off thing that showed you different shapes of eyebrows. And you opened it up like a book similar to this. Yeah, it was a book. Yeah. And it had different. Five steps brow kit. Yeah. And I used to use your, it was a long, I now remember this now that we're talking about it. It was a long, thin wood or pink or light something. Pink was pink. Because our packaging was pink at that time. Yes. And I used to use that little book. Yes. And I probably did it wrong. But I tried. I tried to follow the steps myself. And then you also, I feel like I had your Tweezers. I had your whole kit. Yeah, I had the tweezers made in Italy. The best tweezers on the planet.

So has your business been something that like blew up right away? Has it been a slow exponential build? How has the business gone since you launched it? So I launched in 2000 and Nordstrom's with Brow Studios. Then in 2007, I launched in Sephora and Ulta slowly. And then in In 2015-16, we started expanding internationally. So it was slow. It wasn't easy because I did it on my own. It was in 20 years. I used to do eyebrows and every money I was making,

I would put back in the business. On another hand, I used to flip homes. That was my part-time job. I would buy a house. I will remodel the house and then I will sell it two years later and the money, the profit, I will put it in my business. So it was slow because I didn't, until 2018, I didn't have any investment. I think one of the smartest things, too, that you're saying too, that is so cool is you found a space that no one was looking at. Like a white space, you disrupted a category by coming in and really making a brand out of it.

you looked where someone, no one was looking there. But that everyone needs. But that everyone needs. And it's really stood out. Correct. But there are advantages and disadvantages when you do that. First of all, nobody wanted to invest in me. I have friends that I used to beg them.

Like, come on, invest in my business. Because like eyebrows, no, it's not such a big deal. We invest in big companies or big businesses. This is one thing. How do those people feel now? Yeah. Then you have to do it on your own because you don't have the money. The bank doesn't give you a loan because what do you mean?

Even the landlord that when I rented the space in Beverly Hills, he didn't want to rent me the space because he's bought that doing eyebrows, I will not be able to pay the rent. So there are advantages and disadvantages when you are a disruptor. Yes. But you decided, and was this because of that, to expand out into makeup? Is that the reason you decided to expand the whole line into makeup instead of just brows? Well, we expanded in makeup in 2014. In 2012, my daughter that started working with me, she was traveling, so I used to take her with me every weekend. And of course, complaining that she's so young and she has to work in a little.

weekends. So when Instagram started, she came one night for dinner and she said, mom, I think this is a great app we should have a presence there because we could upload, we could put pictures and or video and we could promote our products and maybe we don't need to travel that much because it was very tiring to travel. So I was not really believing that much. I was not really believing that much, but I said, of course, let's try it. We posted Brawis after a few days, and of course we read every single comment, and was one comment that said, oh, I wish I could buy this, but because so easy looks like it's easy. And I answer, I said, send me your address, I will ship you one. And she said, well, you can, because I live in a small village somewhere in

India or some of Pakistan or India. I can't remember exactly. So when that happened, I thought, whoa, I will never be able to reach this customer. But because of Instagram, you know, can't. So then we really push on Instagram and by 2014 were like unstoppable. And you have a huge Instagram presence compared to other brands. 17 million Instagram followers. No, 19. 19. Excuse me, that is crazy. Two million short lines, yeah. So once we figure out that this is, we didn't have money to do advertising in the magazine. So nobody was looking at the Instagram at that time.

And we started doing that. And we did actually, this was the first one. We sold out in two minutes. In two hours, we sold out the contouring kit. And slowly we start to introduce. introducing the makeup and the rest is history. I recently just recorded a masterclass with Dr. Dennis Gross and I got to pick his brain on all things lips. So here's what he said. He has this facewear pro LED device that I've been

wearing forever. I wear it when I meditate for daily red light therapy. It's so easy to use on your face. But they just came out with a new device that targets the lips. So he totally recommended this. It's this new lipwear pro. And you put it on your lips and basically what it does is boost collagen. This is amazing for preventative anti-aging on the lips, but also for plumping. So if you're looking for something to do in between lip filler treatments or you just like don't want to get lip filler, this is an incredible alternative. He then pairs it with this amazing product that he created and it's called Dermin Fusions Plump and Repair Lip Treatment. I had the opportunity to test this out for a long time.

And boy, oh, boy, does it work. It, like, plumps the shit out of your lips. So he recommended using this in tandem with his new lipware pro to boost the collagen and upgrade your lip care routine. If you want to take your beauty routines to the next level with immediate and long-term benefits, go to DDG.g.com slash skinny. You can also click the link in description to shop my exclusive bundles featuring the new lip products and some of my other all-time favorites for up to 25% off.

That's DDG.g.com. Our next partner, show sponsor, a longtime friend of the show, A.G.1, the Daily Foundationals, nutritional supplement that supports whole body health. We've had guys like Andrew Huberman come on the show. And one of the things that Andrew taught us is taking coffee first thing in the morning may not be the best way to start your day. So what we do now is we have our coffee, 90 minutes or tea or matcha, 90 minutes after we wake to kind of give the body a reset. During that time, what we're primarily doing is hydrating, resting, getting our body right. And with that hydration, every single morning, first thing, because it doesn't break the fast,

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So instead of putting a huge lumbering pad, you can just put a little poise ultra-thin. It fits and flexes with your body. I know a lot of moms had told me before I had a baby that when they jump on like, a trampoline or they do a hard workout that they'll have bladder leaks. And this is the answer. It's thin. It's comfortable. It's seamless. And it's not some, like I said, huge like period pad. We don't want that. I know as a mom, it's really important to enjoy the little moments with your kids. And poise ultra-thens provides protection so you can cherish those precious moments worry-free. If I'm using an ultra-thin, I personally like it with wings because I feel like it wraps around the underwear

and grips the underwear so it's not moving around. And these ones are super, super thin, so they're not going to get in the way. If you're looking for something with bladder leaks, or maybe you have a friend that's like embarrassed to ask about it, tell them about poise ultra-thens. It takes poise. Learn more at poise.com. That's poise.com. One thing that you also invented is the lip cheat, right? You invented that with overlining the lips. Yes. Explain that to Michael, so we doesn't think of it. Listen, I've been doing a really good job of people up here. We're going to lose me a second.

No, the lip sheet has to do with the golden ratio, right? Yes. I mean, we had so many ways of explaining the clients how you could create the perfect proportion with your face. If the space here. So this is, again, it's a file for a pattern as well, where you, how you do the contouring, where you do the cheeks, where you do the highlighting. So part of our brand was at the beginning,

and was because it was the nature of the product. Ibrow, nobody knew how to fill in eyebrows with powder. Not only I will create a product, but I had to educate exactly how to use it, not only the team, my team, but the customer. So every product that will create will do the education. And contouring, this contouring, Not that contouring didn't exist before we launched this, but we were the first one to put the contour and highlighting colors and kind of do tutorial on Instagram.

How to use it, where to use it, where you use the blush, where you use the highlighter. When we create a highlighter, you use the highlighter where the light hits the most prominent part of your bones on the face. that will create bigger cheekbones. You narrow the, you put the highlighter on the, where your nose bridges and you contour here. You create any shape of nose you want. So makeup in my book is you create a makeup that will, you use the makeup to create the perfect balance in proportion with your face. You use the contour, the darker color to, to minimize certain feature of your face,

you use lighter color to emphasize certain feature of your face. So by using correctly and blending very well, you are able to transform yourself the way you like. That's pretty smart. I think it's so genius that you mixed education with it too. It had to be that way. Here I am, just rolling out of the shower and hitting the moisture. So annoying.

That's not true. He has a 10-step skincare routine. Don't let it have it. I'm learning now. That's why you have such a great skin. He just used colostrum on his face this morning, so don't let him pull you. Well, I get to have people like you on the show and they tell you should have seen me before. Before the show started, oh my God, couldn't even feel the light.

I think we all have to learn. I am still learning. I want to learn. I want to absorb everything from everyone. I think it's very important to keep learning. Is that probably some of your best business advice that you would give our audience? Absolutely. And don't be afraid to say, you know.

know what? I don't know. I want to learn. I don't know. I mean, the main reason we started this, and I say it all the time, is we get to learn a little earlier, obviously sitting in person, but the whole point that we, the reason we started this is to learn, right? Because we want to find the best people in the best fields and get the greatest information possible out of them. And I think another advice that I could give everyone is try to focus to become the best in what you do. Master your craft is the most important thing. Once you do that, it's going to be so much easier to achieve what you want to achieve. Speaking of Da Vinci, have you ever read Robert Green's book

Mastery? No. It reminds me of you. Outlier, I always love it. There's a book, and the author's been on this show. He wrote that book, The 48 Laws of Power and Laws of Seduction. It's a famous look, but the one book he has is called mastery, and it's exactly what you're talking about, which is focusing on one thing and becoming a master. And he references Da Vinci a lot in the book. You might like that book. Yes, I would definitely like it. It's not like this whole episode sounds like she wrote it.

I mean, really, it's very similar. It's you've literally mastered what you set out to master. The whole point in the book, though, is that it takes so much time to become a master. But if you do, you can set your life up for such tremendous success. Correct. It's just most people don't want to put in the time. What does your day-to-day look like now that you have this massive empire? I mean, I like to keep myself busy.

What time do you like to wake up? Tell us your morning. 7.30. Okay. I have one espresso, no sugar. And the first thing I grab my phone, I check my emails, Instagram. Then I work out. Then I have small breakfast, easy, because I need to take my vitamins.

And then I'm zoomed out until maybe lunch. I will have a short time to grab something to eat. And then again, zooms until like five-ish, six. So it's a lot of building behind the scenes. Yes. I still, today, I mean, I came right before I came, I had to approve some batches of the brow. I still approve all the eyebrow products.

I was going to ask you that. Are you really hands-on with the product? Yes. My daughter approves all the, and both of us, but all the makeup, I approve all the eyebrow products. Because every batch is different, like for instance, and I keep telling why I'm so involved and why I have to do this. Because to create a product, for instance, this product,

this is an Auburn color for red hair. When the factory uses exactly the same formula that we establish, we have standards, yes? But they will buy raw materials. When you buy raw materials to make all the makeup products are from the soil, you buy red, you buy yellow, you buy black, the primary colors. So if you buy the red from a different vendor that you bought last time, the red could have a different hues, different tones,

could have little blue or a little more orange. So when they mix here, the same amount of red, the color is different. Or the wax or other components that create the texture of the product. They could buy from different vendors. And this is what changes the formula, the product. So you have to make sure we have the standard. We keep it. I try it.

I go to the salon. I try it on the girls or more people. And I approve or disapprover. I would say, hey, reduce red, put more black or whatever, yellow, or what needs to be adjusted. If our audience was to start with one product of yours, what is something you're most proud of that you think is universal that everyone will like? I think brow wiss is one of those products that is easy to use. You could be a savvy makeup artist or you could be a beginner. This is a great product to have it. And it's like a brow pencil with the, a little spoolie on the end.

It's very detailed. You need to not put too much pressure. When you do eyebrow, you don't need to put too much pressure. Oh. Yes. I might be putting too much pressure. Yeah, you don't need to put too much pressure. Just a little bit and slightly.

You apply it and you blend. That's why every product that I have, you have the application pencil and you have the brush. On the brushes for the debrow or for the powder, again, you have the applicator and you have the brush. The key of a great looking eyebrows is to blend, to create more natural look. And you always have to use kind of a two colors ideally because you want to create a 3D effect. So you use one lighter color, one shade lighter than your hair, okay, to create the base, which you want to mimic a full eyebrows, which the hair, your natural hair, gives you. you a shadow on your skin. So by picking a light, one shade lighter color than your eyebrow, you create

that shadow of a natural eyebrow, full natural eyebrow. And then with one shade darker, you could create hair strokes. And you could do that with many products. Which color should I get? What are the two colors I should get? Well, I will use a soft brown as a base for you. And I don't know, are you heavy-handed or you are soft-handed? Heavy-handed, so I want, you just said to go softer. So now I'm going to go softer. Yes. It's very important.

Like, this is ebony. You could go this or you could go this. Eyebrow should always, when you do, you see? Soft-handed, okay. Very soft-handed. So do ebony soft-handed and soft brown? No, not ebony for you. Okay.

Soft brown. Soft brown. What do you like to use as a hair strokes? Like, how do I, how do I, how do I? brush them? No. How you create hair stroke. This is... That's a pen, right? Yes, this is a plan. So I will use soft brown as a base. Okay. You create the, and then I will use this. That's so cool. This is how you do it. I've never tried that one. That one's cool. Oh, this is the best. You have to, you need a Kleenex. You clean it. You shake it.

We got Kleenex back there? You clean it. No, it's okay. Sure he does. So, and then, oh, that's cool. Do you see? Taylor, you have to, you guys have to go watch this on YouTube. This is so cool. Wow, that looks like real little hairs. Exactly. Oh my gosh. Yeah. I feel so lucky and grateful to have my eyebrows done by you. You really are the queen of eyebrows. It makes such a difference on the temples. I'm going to take a selfie and post it on Instagram. You guys can watch this on YouTube. Can we do a code for our audience? Of course. Okay. What do they get the whole thing? site off? Is it 20% off the whole site or is just certain things? Yeah, they could get 20%. Amazing. Can we use Code Skinny for the whole site? Of course. We could talk with our team and yeah. Skinny. That's a good code actually. That's the code we use for everything, Skinny Confidential Code. You'll remember it because they use it for everything. You guys can use Code Skinny on what's the website? Anastasia Beverly Hills. Amazing. That is so generous. I personally, you guys, if you're looking to upgrade your your brows would recommend the brow whiz, the brow pen, and the clear brow gel.

That's what I would recommend starting with. And Michael would recommend the brow freeze. For men is great. For men, it's amazing. Honestly, everyone should just buy it for their husband, just a little nudge, nudge, wink, wink. Where can everyone find you on Instagram? Where can they find you personally to say hi? So my personal Instagram is Anastasia Suarez, S-O-A-R-E, the last name.

and the business is Anastasia Beverly Hills. That's our Instagram. And I recommend if you get the products, watch videos. We have so many videos on Instagram, and you could learn how to apply it the best way. Amazing. And you guys said we could do a giveaway. Can we give away my favorites? Of course.

Okay. All you guys have to do is follow at Anastasia Beverly Hills on Instagram. And tell us your favorite takeaway. There were so many of this podcast on my latest post at Lauren Bostick. Thank you for coming on. I learned so much in this episode. You're welcome back anytime. Thank you.

Thank you. To Michael and Lauren. I have perfect eyebrows.