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

Guests: Anastasia Soare, Joe De Sena

What Happened

Anastasia Soare's journey from escaping communist Romania in 1989 to building a $3 billion beauty empire is a remarkable tale of resilience and innovation. She arrived in the United States with no money and a young child, eventually pioneering the eyebrow category in beauty, which was nonexistent before her.

Anastasia's unique approach to eyebrows was inspired by her art teacher's lessons on the Leonardo da Vinci theory, particularly the golden ratio. She applied this concept to develop a precise eyebrow shaping technique that revolutionized the beauty industry. Her persistence in focusing on eyebrows, despite initial skepticism, paid off as her clientele grew to include celebrities like Oprah Winfrey and Kim Kardashian.

Anastasia started her business with just $5,000, convincing a landlord to rent her a space by appealing to their shared immigrant experience. To scale her business beyond the physical limitations of a salon, she developed a product line, which now sells one product every nine seconds globally. Her daughter, Claudia, played a pivotal role in leveraging Instagram in 2012 to promote the brand, contributing to its explosive growth.

In 2018, at 61, Anastasia sold a minority stake in her company, valuing it at $3 billion. Despite not having a CFO, she and her niece managed the company's finances, achieving a 51% profit margin. During the COVID-19 pandemic, Anastasia Beverly Hills adapted by selling products on Amazon and developing a makeup tutorial app, showcasing the company's adaptability.

The podcast also underscores Anastasia's emphasis on quality, partnering with top manufacturers to ensure her products met high standards. Her hiring strategy involved training estheticians in her techniques and hiring young, affordable talent for corporate roles. The importance of belief, persistence, and adaptability in overcoming business challenges is highlighted, with Tony Robbins and Joe De Sena echoing these sentiments.

Anastasia's book 'Raising Brows' encapsulates her journey, aiming to inspire others by showing that success is possible regardless of starting conditions. Tony Robbins and Joe De Sena discuss the value of understanding financials and innovation in business growth, emphasizing a higher purpose in life. Anastasia finds joy in making people feel good, while Joe De Sena is motivated by positive feedback from those whose lives have improved.

Key Insights

• Anastasia Soare's escape from communist Romania in 1989 and subsequent success in the U.S. illustrates the power of resilience and innovation. She capitalized on a niche market by focusing on eyebrows, which was previously an untapped category in the beauty industry.
• The golden ratio, inspired by Leonardo da Vinci, was central to Anastasia's eyebrow shaping technique, setting a new standard in the beauty world. This innovative approach led to the global success of her brand, Anastasia Beverly Hills.
• In 2018, Anastasia Beverly Hills was valued at $3 billion after selling a minority stake to TPG Capital. Despite not having a CFO, Anastasia, with the help of her niece, managed the company's finances, achieving a 51% profit margin.
• Adapting to market changes was crucial during the COVID-19 pandemic, as Anastasia Beverly Hills shifted to online sales and launched a makeup tutorial app. This adaptability ensured continuous engagement with customers and sustained business growth.