Anastasia Beverly Hills hit $300 million in 2018 sales with incredible margins
Anastasia Soare · From fleeing Romania to shaping Hollywood’s biggest stars (with Anastasia Soare) | Masters of Scale · Mar 6, 2025 · at 26:27
Anastasia Beverly Hills founder Anastasia Soare discusses the financial scale of her cosmetics brand in 2018 prior to taking private equity backing.
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“The business was 300 and Twenty millions or 300 in sales. And with an incredible margin. Incredible margin.”
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More from Anastasia Soare
Soare: Human perception is hardwired to recognize the golden ratio in beauty
“Golden ratio, it's a mathematical formula that is found in nature, plants, and everything that surrounds us. So it's a proportion that the human eye is encoded to recognize because creates balance and proportion with everything.”
Soare gave free eyebrow styling to salon staff to drive client referrals
“I cannot tell you how many free eyebrows I've done at the beginning of my career. Every shampoo girl, every hair stylist, every makeup artist, everybody, because I want them to believe in my in my skills and talk to their clients, send me their clients.”
Appearing on Oprah completely transformed Anastasia Beverly Hills' business
“The phone will not stop ringing. It changes everything.”
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“In 1990 nobody wanted to invest in something called eyebrows product. So I had to work nonstop doing eyebrows in the salon. I had a part time job flipping houses. So I would buy a house. Fix it, and after two years, I will sell it, and those money I will put i…”
Soare owned 100% of Anastasia Beverly Hills before a 2018 PE deal
“No, I own a hundred percent of the business. To be honest with you, I didn't even know how much the company was worth it, but we wanted to expand international.”
Soare's husband defected via Italy, prompting a three-year wait for US entry
“My husband was ship captain and it became quite a difficult problem, but he defected the ship in Italy and he went to American embassy, asked for political asylum and he came to United States and I had to wait three years to come here.”