The Skinny Confidential Him & Her Podcast - 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 Westin 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. They have this whole situation that's dedicated to move, eat, and sleep well. They even have a Westin workout fitness studio. It's equipped with state-of-the-art equipment, and you can customize your workouts while on the go. They have Bala products that

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so you can keep your well-being close while away. Find wellness on your next day at Westin. She's 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 along 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 start 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 Sore, 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 Lauren's and just some wild stuff that was going on. Many of you guys that have been longtime listeners may not also realize that we have been producing full length and clips all over our YouTube channel. If 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. 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 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 decided to come to Romania and, you know, open businesses. And everything was around 1939, by the 60s, before the start of the communist regime.

Everybody 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 wars World War two and he came back my grandmother took care 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 happened. So we were emigrants in Romania. I was born there, but my parents and grandparents were emigrants in Romania. Where was born there, but my parents and grandparents were immigrants in Romania. Where did they come from? Albania. Macedonia. Macedonia was divided from Albania. I saw them being this amazing family. My grandmother took care of the kids. My grandfather and all my uncles, built 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 are we're 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. What does that look like? Slowly. 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 them or did they they gave you like ninety thousand dollars 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. So, and we couldn't do anything about it. I imagine your grandfather was extremely stressed because you just, you think you have all these assets. And then one day you just, we're going to take that one. We're going to take that one. You can't do anything.

Not only homes, but even lands. The story is way bigger that we don't have enough time to tell you how difficult it was. But he was still strong enough to move on. He never looked back. He 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, because 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 department 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 six 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 six o'clock you didn't have electricity if you don't have electricity you don 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 serve it It was a community of Macedonians 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 to use it when we didn't have the electricity so that 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 decided to leave Romania in 1987. 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 1987, 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, 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 an interview. Yes, he came here because he was a ship captain. I couldn't get out. But did you guys have a plan to meet up at some point or was it just... Yeah, but of course guys have a plan to meet up at some point or was it just? 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? Did you, 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 it. Trust me, it took me three years to get the passport to come to America. But it 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 nine 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 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 is has so much to do with what you've built yes for sure for sure but when we talk all the time we had a young we were just talking to a really young person on the show and we were talking about resourcefulness and talking about perceived hardships 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 kinds 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 it 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 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 these questions. So my point earlier is 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 some time not as a tourist it's like leave somewhere on the budget as much as 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 work with my mother, I used to 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 your yes are so artistic, but also there's a business sense. So that makes it's a mixture, a medley of the two oh that's why i wanted to know how this how how this is being pulled through did you know when you moved here that you wanted to do anything like this or was this not even in your sight no never i never thought i would work in beauty business how it started 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 start 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 communists so if you keep the wife happy everybody everybody was happy yeah i get it like you said you had to to be resourceful you had to be to find ways to 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 who this 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 gonna teach you everything so I used to do my homework between sewing machines watching the the girls that worked for her while she was doing her business and 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 realize that you wanted to go into beauty when you were in the United States so so when I 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 estheticians. They are all teachers, engineers, but they are estheticians because you don't need to speak perfect English. And I went to school there. It's like two years school. In Romania, the esthetician 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 American citizen. So even though they gave him political asylum,

they would not, he was not able to. It's normal. You get the 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 captain, ship captain. Sure. Okay. Okay.

I get what you mean he couldn't pursue his his career yes okay okay i got it i i got a job i met a romanian lady that was pregnant and she was working in 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, it 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 was your family? Even 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 esthetician you said you took

over for three months or is this facials is this eyebrows what is this everything 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 correct 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 right you wake up every day and it's kind of laid out did you feel the same way? It was overwhelming, of course. Too much stimulation, maybe.

Maybe. I cannot even, I don't know. I couldn't find, I believed at that time that I will not be able to do something here. Even so, I dreamt so much to come here. 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 may be not doing you know they're not gonna basically set up your life it's like you

know you go make it 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 than 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 esthetician, 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 will be here for a year or two, I need 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 esthetician used to tweeze 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 ratio, 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 figure out how you apply the golden ratio. Can you explain the golden ratio? Does Michael have the golden ratio? What is the golden ratio? Do you still have the golden ratio? Golden ratio, it's a formula that will apply to a certain part, especially on our face,

brings balance and proportion. So the whole should be part in two and the second part should be bigger than 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 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 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? Like, can you explain that part? If we go into that, we'll spend the entire podcast only on that. Maybe we should have that. Because do you look at someone and can you see like, 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 eyebrow 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 the from the hairline we have five eyes here the size of five eyes so if you have very big eyes obviously the 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 nose. Did you invent that? What you just said? Yes. Okay. Because I've heard that from... I patented. You patented. 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 waxed a lot. They do that on me. Correct. And my eyebrows are a little short right now, Anastasia, because I shaved 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. Completely. Eyebrows is the most important feature on our face that creates balance and 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, a better harmony within your face because from the hairline 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 lid, yes? I tweeze a lot in the 80s. My esthetician used to tweeze 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 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's 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. So a plastic surgeon should use the golden ratio when they're performing plastic surgery.

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 eye is 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 backed. I am so about this. I have gotten faked over by sites and with

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There's a popular, really popular podcaster named Andrew Huberman, who's a friend of the show. And he was saying that the human eyes are, you know, we're programmed to recognize this kind of face. And so sometimes even like, again, no judgment, but people that tattoo their face or they put something here or here, it throws off how we're able to perceive 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 like measurements that they can do on themselves? So the first you do from the hairline to the eyebrow, base of the nose and chin, those

three zones should be equal. And then you do the measurement 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 you need 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. Taylor, pull that. For people that are listening, you should go watch the video version.

Yeah, you should go watch YouTube. I have a question. This 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 gonna get her some trouble here yeah no that'll be the headline though that just has it my 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 and 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 eyebrows. So after you did the three marks, then you put, 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? On you I will use full arch. Full arch. Because you have beautiful thick eyebrows. Full arch. I love your eyebrows. Okay I need to I need to yeah. Well I think I I shaved the ends a little too much. Yes. Do you see a little bit too much right here? 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 would be really great if you could grow one row below. Okay. And then you lower the eyebrow a little bit. So you would have me grow one. Yes. I'm not going to touch my eyebrows.

Do you have an issue in life now when you meet people, you just go straight in on the eyebrows? 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 would say, wow, you should do it. And my daughter is, mom, please, you embarrass me me don't do this you know what i call uh an eyebrow like that a tadpole eyebrow like a tadpole yes that you want you want to grow a little bit more i used to have tadpole eyebrows in high school like you over pluck them too much our friend dr diamond he comes on here and it's like when he's talking to that guy all he's like just scanning your face because he's all he does all day is work on faces he's like it's like a robot eyebrows are good though yes you wouldn't do anything a little bit but i'm not gonna talk right now that's all he does all day is work on faces it's like a robot Michael's eyebrows are good though yes you wouldn't do anything

a little bit but I'm not gonna talk right now listen I'm a work in progress this is after work okay so go back to

you discover you go to the library you're looking at Leonardo da Vinci stuff then what happens so the 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 eyebrow and they will say, Wow, you look different. You look rested. What did you do? You look different. And I start 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 enough crazy but 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 to take myself out of the comfort zone. Because I was making, I don't even remember, like 2,000 a month at that time with my tips. But that wasn't why I came here. I wanted to do more. Constantly, I wanted to do more.

The sacrifices that I made, too. And I left Romania, and 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 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 body waxing. 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 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 realized I need to make products. So everything was very organic. It was a need that the client had. I wanted them to look the best. 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 the 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 yes and I went to the manager and I said look I'm not going to leave the place was Wells Fargo in Beverly Hills like you have to I'm an immigrant

like how I can't have a history and you you to give me a chance. Give me $500. I'm not going to leave this place if you don't give me. And of course he did. He gave me. So this is so interesting to me because I've been getting my eyebrows waxed since I was in high school. But if you ask 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. 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 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 Giovanna Utah my first client was Cindy Crawford. Wow. The supermodels. Especially for eyebrows. She was

the most gorgeous. Oh my God. All of them. Naomi Campbell, Stephanie Seymour. 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 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 hairstylist. 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 they i'm actually i celebrated 25th anniversary and it was such a testament of 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 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 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. And 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 the 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 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 shape. Very few people have the perfect. We all tweeze 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 start creating the products then Nordstrom's the the buyers they visited the salon

and they wanted me to sell the products in their stores remember in 1999 I mean every 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 Nordstrom's. We were like 12 when that was going on. Fashion Valley, actually, we had the Brow Studio. In San Diego. That's where it was.

That's where it was. We had, so I used to go during the week, I used to work in a salon. And in the weekends, I used to travel to different stores to talk about the products, to shape the client's eyebrows and show them how to do their eyebrows. Because at that time, early 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 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... like a book similar to this 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 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 every and i 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 tweezer 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 in Nordstrom with Brow Studios. Then in 2007, I launched in Sephora and Ulta slowly. And then in 2015, 16, we started expanding internationally. So it was slow. It wasn't easy because I did it on my own. 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 would remodel the business. On another hand, I used to flip homes. That was my part-time job.

I would buy a house, I would remodel the house, and then I would sell it two years later, and the money, the profit, I would 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. And you looked for 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? 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 thought 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 during in in the weekends so when instagram started she came one night and 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 was very tiring to travel so I was I was not really believing that much but I said of course let's try it we posted bra with 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 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 now can't. So then we really pushed on Instagram and by 2014, we were unstoppable. And you have a huge Instagram presence compared

to other brands. Yes. 17 million Instagram followers. No 19. 19 excuse me that is that is crazy. So once we 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 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 his 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 Derm Infusion's 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 Lipwear 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.skin.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.skin.skinny. Our next partner, show sponsor, longtime friend of the show, AG1, the daily foundational 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 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, we're taking AG1. Here's what I love about AG1 so much. It gives you all of the wallop, all of the pack, all of the punch of so many different supplements, minerals, adaptogens, prebiotics, probiotics in one single scoop of green serving.

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AG1 travel packs with your first purchase. Go to drinkag1.com slash skinny. That's drinkag1.com slash skinny. Check it out and be sure to start your morning right. This episode of the Skinny Confidential is brought to you by Poise Ultra Thins. After two kids, I've learned a lot about motherhood. I've learned tips and tricks through you guys, and this tip actually came through you. So if you're someone who experiences bladder leaks because one in two women over 20 do, then get rid of the period pads, okay? They're not designed for pee. You need an ultra thin pad. Interpoise. These are designed specifically for pee. Okay. So instead of putting a huge lumbering pad, you can just put a little poise ultra thin.

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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 thins. 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 the over lining the lips. Yes.

Explain that to Michael so he doesn't think I'm crazy. I've been doing a really good job. We're going to lose me. The lip cheat has to Michael so he doesn't think I'm crazy. Listen, I've been doing a really good job of keeping up here. We're going to lose me in 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 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 was the nature of the product eyebrow. 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 we 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 contouring 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 the 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 and proportion with your face. You use the contour, the darker color 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 happen. He should. 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 fool you. Well, I get to have people like you on the show and they tell me, you should have seen me before, before the show started. Oh my God. I 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 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, the reason we started this was 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 Greene's book, Mastery? No. It reminds me of you. Outlier. I always love i i there's a book and he's the author's been on this show he wrote that book the 48 laws of power and laws of seduction it's a famous book 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 will definitely 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? 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 established, 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 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 disapprove or 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 Wiz 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 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. Huh. 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 on the brushes to for the deep brow 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 to create the base, which you want to mimic full eyebrows, which the hair, your natural hair gives 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. Don't you see all my bruises? 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 okay very soft so do ebony soft-handed and soft brown no not ebony for you okay no soft brown soft brown what do you like to use as a hair strokes like 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 pen. 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.

Oh, we got Kleenex back there? You clean it. No, it's okay. Sure it is. 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 site off? Is it 20% off the whole site or 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. Skinny, that's a good code, actually. That's the code we use for everything. Skinny Confidential. 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 brows, would recommend the Brow Wiz, 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, it's 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, it's Anastasia Suare, 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 my favorite products 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 Bostic. 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. They have perfect eyebrows. Thank you.