Anastasia Soare is the person behind the global cosmetics empire Anastasia Beverly Hills (ABH). As a Romanian immigrant who moved to Los Angeles in 1989, she revolutionized the beauty industry by introducing the "Golden Ratio" eyebrow shaping technique. She serves as the founder and CEO, steering the brand toward its multi-billion-dollar status in 2026.
The Architect of the Modern Eyebrow
When discussing the "Anastasia Beverly Hills person," the conversation begins and ends with Anastasia Soare. Long before eyebrows became a multi-billion-dollar category in the beauty industry, Soare recognized them as the most critical feature of the human face. Her journey is not merely one of business success, but of technical innovation and the application of classical art principles to human aesthetics.
Soare arrived in the United States from Romania with little knowledge of the English language but a profound background in art history and architecture. It was this education that allowed her to view the face through a mathematical lens. While working as an aesthetician in a Beverly Hills salon, she noticed a glaring void: no one was paying attention to eyebrows. In the late 1980s and early 1990s, eyebrows were often over-tweezed or ignored entirely. Soare realized that by applying the Golden Ratio (Phi 1.618)—a mathematical proportion found in nature and used by Leonardo da Vinci—she could create a framework for the face that balanced individual features perfectly.
The Golden Ratio Technique
The core of Soare’s philosophy is that eyebrows should be shaped according to an individual’s bone structure, not following fleeting trends. The Golden Ratio technique involves three specific measurements:
- The Start: A vertical line from the middle of the nostril upward.
- The Arch: A line from the tip of the nose through the center of the iris.
- The End: A line from the outer corner of the nostril to the outer corner of the eye.
By codifying this method, Soare transformed eyebrow grooming from a secondary service into a primary architectural necessity for the face. This technical depth is what separated her from other beauty practitioners of the era and laid the foundation for the ABH brand.
From a Single Room to a Global Powerhouse
The transition from a service provider to a product mogul was driven by necessity. In the mid-1990s, Soare could not find products specifically designed for eyebrows. Most women used standard eye pencils that were too waxy or too red-toned for a natural look.
In 1997, she opened her flagship salon in Beverly Hills. It quickly became a sanctuary for Hollywood’s elite, including Cindy Crawford, Naomi Campbell, and Jennifer Lopez. However, the true turning point came when she launched her first product line. She began by selling her custom-mixed brow powders and gels directly to her salon clients. By 2000, her products were picked up by Nordstrom, marking the beginning of her retail dominance.
The Digital Revolution and the "Instagram Brow"
As we look back from the perspective of 2026, the mid-2010s stand out as the era when Anastasia Soare and her brand became household names globally. This was largely due to the brand's early and aggressive adoption of social media. Under the creative direction of her daughter, Claudia Soare (known as Norvina), ABH became one of the first brands to leverage influencer marketing and user-generated content.
The "Instagram Brow"—a bold, defined, and meticulously faded look—became a cultural phenomenon. Products like Dipbrow Pomade and the Brow Wiz pencil became staples in makeup kits worldwide. This period also saw the brand’s successful expansion into color cosmetics, with the Modern Renaissance palette becoming one of the best-selling eyeshadow palettes in history, praised for its high pigment and unique berry-toned color story.
The Partnership: Anastasia and Norvina
To understand the "person" behind the brand today, one must acknowledge the synergy between Anastasia Soare and Claudia Soare. While Anastasia remains the visionary founder and CEO, Claudia serves as the President of the company.
Claudia, who adopted the moniker "Norvina" (the name her mother originally wanted to give her), represents the bridge between the brand’s professional salon roots and the vibrant, trend-driven world of modern makeup. She is responsible for the "Norvina" sub-brand, which focuses on bold artistry, neon pigments, and creative expression. This internal partnership has allowed the brand to maintain its prestige status while staying relevant to younger, Gen-Z and Gen-Alpha demographics.
Business Evolution and Private Equity
In 2018, the business landscape for ABH changed significantly when the private equity firm TPG Capital acquired a minority stake in the company. This investment valued Anastasia Beverly Hills at approximately $3 billion. This move provided the capital necessary for global expansion and the development of new technologies, including the ABH Brow App, which uses augmented reality to help users find their Golden Ratio shape at home.
As of 2026, Anastasia Soare remains the majority owner, making her one of the wealthiest self-made women in the United States. Her net worth is a testament to her ability to pivot from a service-based business model to a product-driven global corporation without losing the "pro-first" identity of the brand.
Key Eras of Anastasia Beverly Hills
The growth of the brand can be categorized into distinct phases that reflect Soare’s evolution as a business leader.
| Era | Focus | Key Technical Achievement | Market Impact |
|---|---|---|---|
| 1990–1997 | The Salon Years | Development of the Golden Ratio | Established brow shaping as a premium service. |
| 1998–2010 | Retail Expansion | Launch of the "Brow Wiz" | Brought professional-grade brow tools to the mass prestige market. |
| 2012–2018 | The Color Boom | Invention of the "Contour Kit" | Led the industry trend in facial sculpting and high-pigment palettes. |
| 2019–2024 | Digital Integration | Brow App and AR Stencils | Personalized beauty through AI-driven facial mapping. |
| 2025–2026 | Sustainable Luxury | Refillable "Pro" Packaging | Transitioned the entire core line to eco-conscious, professional-grade formats. |
The "Eyebrow Queen’s" Impact on Professional Standards
Anastasia Soare did more than sell pencils; she created a new career path for thousands of beauty professionals. By establishing the ABH Education program, she standardized how brows are treated in salons globally. Her insistence on "the science of beauty" meant that aestheticians were no longer just removing hair; they were performing facial "architecture."
In 2026, the brand continues to focus heavily on the professional community. ABH Pro memberships and masterclasses remain highly coveted. This focus on education ensures that even as the brand grows, the quality of the application remains consistent with Soare’s original vision.
Technical Specifications of ABH Products
A significant part of why the "Anastasia person" succeeded where others failed is her obsession with chemistry and pigment load. In her early years, Soare would spend hours in labs ensuring that her "Taupe" shade was truly neutral, neither too warm nor too cool.
- Waxy vs. Powder Ratios: Her pencils are formulated with a specific balance of synthetic waxes and high-definition pigments to ensure they don't smudge while still allowing for hair-like strokes.
- The "Dipbrow" Longevity: Designed originally for those with hair loss (alopecia) or over-plucked brows, the formula was engineered to be a waterproof, smudge-proof cream that mimics the appearance of natural hair depth.
Challenges and Resilience
The journey was not without its hurdles. Soare has often spoken about the early days in Los Angeles when banks refused to give her a credit card because she had no credit history and was a female immigrant. She famously saved her cash in a shoebox to fund her first salon lease.
Furthermore, the brand faced intense competition in the late 2010s and early 2020s as celebrity-backed brands and "clean beauty" startups flooded the market. Soare’s response was to double down on her core identity: brows and professional-grade performance. While other brands focused on minimalist "no-makeup" looks, ABH stayed true to the idea that structure and definition are timeless.
The Future of the Brand in 2026
As of 2026, Anastasia Beverly Hills has successfully navigated the shift toward sustainable luxury. Under Soare’s guidance, the brand has overhauled its supply chain to ensure ethical sourcing of micas and the elimination of single-use plastics in its flagship products.
The "Anastasia person" today is seen as a mentor and an icon of the American Dream. She frequently speaks at business summits, emphasizing that while trends change, bone structure does not. Her brand’s longevity is credited to this foundational truth. Whether it is through the 2026 launch of the Bio-Tech Brow Serum or the continued refinement of the Golden Ratio app, Soare remains at the forefront of the intersection between art and science.
Practical Recommendations for Consumers
If you are looking to experience the brand as Anastasia Soare intended, experts suggest the following steps:
- Find Your Ratio: Use the brand's AR tools or visit a licensed ABH brow artist to determine your three Golden Ratio points.
- Start with the Basics: The "Brow Wiz" remains the gold standard for beginners because its fine tip prevents over-application.
- Layer for Depth: Soare’s technique often involves using a pencil for structure and a powder for softness, topped with a clear gel to set the hair in an upward, youthful direction.
- Invest in Tools: The brand’s brushes, particularly the angled #12 brush, are designed with the specific stiffness required to mimic brow hairs.
Frequently Asked Questions
Is Anastasia Soare still the owner of Anastasia Beverly Hills?
Yes, Anastasia Soare remains the founder, CEO, and majority owner of the company. While TPG Capital owns a minority stake, Soare retains creative and operational control of the brand as of 2026.
Who is "Norvina" and is she a real person?
Norvina is the professional name of Claudia Soare, Anastasia’s daughter. She is the President of Anastasia Beverly Hills and the namesake of the "Norvina" collection. She is a real person and plays a critical role in the brand's product development and social media strategy.
What is Anastasia Soare’s net worth in 2026?
While private company valuations fluctuate, Forbes and other financial outlets estimate Anastasia Soare’s net worth to be approximately $700 million to $1 billion in 2026, depending on market conditions and the performance of the prestige beauty sector.
Where is the original Anastasia Beverly Hills salon located?
The flagship salon is located at 438 North Bedford Drive, Beverly Hills, California. It remains an active salon where clients can receive brow shaping services using the original Golden Ratio technique.
What was the first product ever launched by the brand?
The brand’s first major retail success was its line of brow powders and the "Brow Wiz" pencil, which were created to provide a more natural alternative to the harsh eye pencils available in the 1990s.
The Legacy of a Visionary
The "person" behind Anastasia Beverly Hills is more than a name on a box; she is a technician who changed the way the world looks at a face. Anastasia Soare’s story is a masterclass in identifying a niche, applying rigorous technical standards, and scaling a business through both traditional excellence and digital innovation. As we move through 2026, her influence remains etched into every perfectly arched eyebrow seen on runways, red carpets, and city streets alike.
