Meet The Woman Who Built A $3B Beauty Brand from $0 | Anastasia Soare - The Tony Robbins Podcast Recap
Podcast: The Tony Robbins Podcast
Published: 2026-03-17
Duration: 1 hr 20 min
Guests: Anastasia Soare
What Happened
Anastasia Soare, founder of Anastasia Beverly Hills, arrived in Los Angeles in 1989 from communist Romania with her three-year-old child and no money. She began her journey in the beauty industry by working as an aesthetician in a salon, focusing on facials and body waxing, but soon recognized the importance of eyebrows. Despite initial resistance from her employers, she saved $5,000 to start her own business focused solely on eyebrows, a niche she believed in passionately.
Anastasia faced numerous challenges, including language barriers and financial constraints, but her persistence paid off. She pioneered the eyebrow product category, which was non-existent at the time. Her dedication to quality and customer satisfaction led to her brand's growth, with her products now selling every nine seconds globally. Anastasia's mother played a crucial role in inspiring her, having operated a seamstress business under the communist regime by cleverly navigating its restrictions.
Tony Robbins emphasizes the importance of having a compelling future and belief in oneself to overcome challenges. Anastasia's story exemplifies this, as she consistently sought opportunities and was unwilling to give up. Her philosophy was not to let ego get in the way and to learn from every experience.
The podcast also highlights the importance of adaptability in business, as demonstrated by Anastasia's pivot to selling on Amazon during the COVID-19 pandemic when traditional retail channels were closed. She adapted by offering tutorials and an app to help customers maintain their beauty routines at home.
Anastasia's daughter, Claudia Soare, played a significant role in the company's growth by advocating for a strong presence on Instagram starting in 2012. This digital strategy significantly expanded their reach and contributed to the brand's viral growth.
Anastasia sold a minority stake in her company in 2018, valuing it at $3 billion. This move was driven by her desire to expand internationally and find a partner with the right distribution capabilities. Despite her success, Anastasia continues to be deeply involved in her business, personally approving every batch of product to ensure quality.
Tony Robbins and co-host Joe De Sena, founder of Spartan Race, discuss the significance of not giving up and taking massive action in the face of adversity. Both emphasize that success is often the result of relentless pursuit and the ability to learn from failures and adapt to changing circumstances.
Key Insights
- Anastasia Soare's journey from Romania to building a $3 billion beauty brand highlights the power of persistence and innovation. Despite language barriers and financial constraints, she focused on a niche market in eyebrows, which was previously untapped.
- The importance of adaptability in business is underscored by Anastasia's decision to sell on Amazon during the COVID-19 pandemic. This shift allowed her company to continue thriving when traditional retail channels were unavailable.
- Anastasia's daughter, Claudia Soare, contributed significantly to the brand's growth by harnessing the power of social media. Starting in 2012, their presence on Instagram helped the brand gain international recognition and reach new markets.
- Tony Robbins emphasizes the role of belief and a compelling future in overcoming challenges. Anastasia's story exemplifies this, as her unwavering belief in her vision and ability to adapt were key factors in her success.