Deep Dive
Why did Anastasia Soare focus on mastering eyebrow shaping as her craft?
Anastasia's primary goal was to be the best at eyebrow shaping, not to become famous or wealthy. She wanted to master her craft to provide exceptional service to her clients.
What was Anastasia Soare's initial vision when she started her business?
Anastasia's vision was to create a revolutionary eyebrow shaping technique based on the Golden Ratio, which she believed would bring balance and proportion to her clients' faces.
How did Anastasia Soare start her business in Beverly Hills?
After working in someone else's salon for two years, Anastasia rented a room in a salon in Beverly Hills to start offering her eyebrow shaping services independently.
What was the turning point for Anastasia Beverly Hills in terms of product innovation?
Anastasia's innovation began when she started mixing her own pomade to help clients maintain their eyebrow shape at home. This eventually led to the creation of her own product line.
How did Anastasia Soare scale her business beyond her own services?
Anastasia trained estheticians and created a field team to educate clients and salespeople on how to use her products, allowing her to scale her business beyond her own hands-on services.
What role did social media play in the growth of Anastasia Beverly Hills?
Anastasia and her daughter Norvina were early adopters of social media, using platforms like Instagram to build brand awareness and engage with influencers, which helped the brand reach a global audience.
Why did Anastasia Soare decide to partner with TPG Capital in 2018?
Anastasia sought a partner with international experience to help expand her brand globally, as she lacked knowledge in logistics and international business operations.
What is Anastasia Soare's advice for entrepreneurs launching beauty brands today?
Anastasia emphasizes the importance of having a strong marketing budget, exceptional product quality, and a clear understanding of customer acquisition costs to succeed in today's competitive market.
How does Anastasia Soare maintain her leadership role in Anastasia Beverly Hills?
Anastasia remains deeply involved in the company, signing every check and reviewing invoices to stay connected to the business's financial operations and ensure cost-effectiveness.
What lessons has Anastasia Soare learned as a leader of a global organization?
Anastasia believes in surrounding herself with great talent, being open to change, and having contingency plans (Plan B) ready in case Plan A doesn't work.
- Immigrated to the U.S. in 1989
- Revolutionized eyebrow shaping with the Golden Ratio method
- Built Anastasia Beverly Hills from a small salon
- Established the Anastasia Brighter Horizon Foundation
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