Best of FM: Anastasia Soare of Anastasia Beverly Hills

Summary

Fat Mascara Podcast: Best of FM with Anastasia Soare of Anastasia Beverly Hills

Release Date: January 3, 2025

In this standout episode of Fat Mascara, hosts Jennifer Sullivan and Jessica Matlin delve into the inspiring journey and profound insights of Anastasia Soare, the visionary founder and CEO of Anastasia Beverly Hills. Recorded in January 2020, this episode offers listeners an in-depth look into Anastasia's path from a determined immigrant to a beauty industry titan, her philosophy on eyebrow artistry, and her perspectives on brand building in a saturated market.

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1. Introduction to Anastasia Soare

Jennifer Sullivan sets the stage by introducing Anastasia Soare as a quintessential American success story. Emphasizing Anastasia's humble beginnings and remarkable growth, Jen remarks:

"Anastasia Soare... built a business doing brows and then built her namesake brand, Anastasia Beverly Hills, still one of the biggest beauty brands on social media." (00:35)

Anastasia herself highlights her vast social media presence:

"Anastasia Beverly Hills has 20 million followers." (03:39)

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2. From Romania to the American Dream

Anastasia shares her heartfelt journey of migrating from Romania to the United States during the Romanian Revolution in the late 1980s. She recounts:

"I came in 1989 and I got a job in a beauty industry from Romania." (04:23)

Her early days as an esthetician in Beverly Hills were pivotal, laying the groundwork for her future endeavors.

---

3. The Birth of Anastasia Beverly Hills: Focusing on Brows

While working at a small salon on Melrose Place, Anastasia identified a significant gap in eyebrow services. She explains:

"I saw a void in eyebrows... I started putting attention into eyebrows. And slowly I start developing this technique on how to shape eyebrows according to everybody's bone structure and natural shape." (05:05)

Rejecting the then-popular Pamela Anderson-inspired super skinny brows, Anastasia focused on creating a more balanced and natural look, leveraging the golden ratio to enhance facial harmony.

---

4. The Science Behind Perfect Brows

Anastasia emphasizes the importance of precision in eyebrow shaping, introducing the concept of the golden ratio:

"There are measurements that the eyebrow should be. The eyebrow should begin above the middle of the inch, inside of the nostril, outside corner of the nose, corner of the eyes." (07:05)

To simplify this for consumers, she developed stencils and makeup products that facilitate the creation of the perfect brow shape, ensuring longevity and natural appearance.

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5. Evolution of the Product Line

Initially launching a comprehensive makeup line in 1998, Anastasia soon recognized the financial constraints of maintaining such an extensive range. She made the strategic decision to narrow the focus exclusively to eyebrow products:

"We pulled the makeup and we kept only eyebrow products." (14:50)

This pivot allowed Anastasia Beverly Hills to specialize and dominate the brow market, leading to sustained growth and eventual expansion.

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6. Brand Growth and Social Media Prowess

Anastasia attributes a significant portion of her brand's success to early adoption of social media, particularly Instagram. Reflecting on this strategy, she states:

"We need to jump on this because this will be amazing... we could reach a broader audience. And we did. This is what we did. And it was absolutely incredible." (17:34)

This forward-thinking approach not only amplified brand visibility but also fostered a direct and engaging relationship with consumers.

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7. Advice for Emerging Beauty Brands

Drawing from her extensive experience, Anastasia offers valuable insights for new entrants in the beauty industry:

"Every brand has some point of difference and they need to understand who they are and who their consumers are and that connection." (18:30)

She emphasizes the importance of consumer-centric product development and maintaining a close relationship with clientele to understand and meet their evolving needs.

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8. Navigating Trends vs. Timelessness

Anastasia discusses the volatile nature of beauty trends, particularly in eyebrow styling. She advocates for a timeless approach grounded in anatomical accuracy:

"Trends should be only on colors... but eyebrows should never be trendy as thickness. The shape of the eyebrows from the beginning. This is what I keep telling everyone." (19:58)

Anastasia warns against over-tweezing, explaining the long-term implications:

"Because the hair follicle is very thin, fine and very delicate. And once you start tweezing too much or removing the hair, the hair doesn't grow back." (23:35)

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9. Personal Insights and Brand Synergy

The conversation also touches on Anastasia's personal beauty routines and her collaborative relationship with her daughter, Claudia Soare—the brand's creative director. Anastasia shares:

"Sometimes she has popup shops and I go and I get my facials there." (24:52)

Their synergistic partnership has led to innovative product lines, such as the Norvina eyeshadow palettes, which have garnered widespread acclaim for their quality and vibrancy.

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10. Conclusion and Final Thoughts

As the episode wraps up, Anastasia underscores the essence of maintaining authenticity and excellence:

"Keep your eyebrows on point." (27:54)

Jennifer and Jessica express their admiration for Anastasia's contributions to the beauty industry, encouraging listeners to uphold similar standards in their personal and professional pursuits.

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Key Takeaways:

• Foundation in Expertise: Anastasia's in-depth knowledge of eyebrow anatomy and her dedication to perfecting brow shaping set her brand apart.
• Strategic Focus: Concentrating on a niche market allowed Anastasia Beverly Hills to excel and become a leader in eyebrow products.
• Embracing Technology: Early adoption of social media platforms like Instagram was pivotal in scaling the brand's reach and influence.
• Consumer-Centric Approach: Continuous engagement and responsiveness to consumer needs fostered loyalty and sustained growth.
• Balancing Trends with Timelessness: While staying aware of industry trends, maintaining a foundation of timeless beauty principles ensures long-term relevance.

This episode is a must-listen for anyone interested in the intersection of beauty, entrepreneurship, and the power of strategic brand building.

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Timestamps:

• 00:35 – Introduction to Anastasia Soare
• 03:39 – Anastasia's Social Media Presence
• 04:23 – Migrating from Romania
• 05:05 – Identifying the Brow Gap
• 07:05 – The Golden Ratio in Brows
• 14:50 – Focusing on Eyebrow Products
• 17:34 – Leveraging Social Media for Growth
• 18:30 – Advice for New Beauty Brands
• 19:58 – Trends vs. Timelessness in Beauty
• 23:35 – Dangers of Over-Tweezing
• 24:52 – Personal Beauty Routines
• 27:54 – Final Thoughts and Conclusion

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Note: This summary excludes advertisements, intros, outros, and non-content sections to focus solely on the valuable insights shared during the conversation with Anastasia Soare.

Transcript

[Podcast Host]

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[Listener]

Foreign.

[Jen Sullivan]

Hi, everyone. Welcome to Fat Mascara, a podcast about beauty culture. That's the tagline for 2025. We're sticking with it. I'm Jen Sullivan. I'm your co host. Jess will be back on Wednesday. So as you may know, we're coming to the end of our little holiday hiatus. So on Wednesday, we're gonna have a news episode for you, catching up on everything that happened in beauty culture over the holidays and the new year. But today I was actually, Jess and I were working today on booking guests for 2025. And we're always thinking about the mix of people we have, but also which founders are worthy of having on fat mascara. So you'll notice we don't always have beauty founders on. I feel like we get pitched them all the time, but sometimes I'm just like, I don't want you to use our podcast as just like, here's your brand story and how you sell products, and it's a glorified advertisement for your brand. Like, I want to talk to founders who have something really interesting and different to say. And it's sometimes it's hard to know who those people are going to be. But this is one founder. I don't think there was any doubt in our minds that we needed to book her. In fact, I'd want to talk to her again. So it really stands out. This is our interview with Anastasia Soare. She's the founder of Anastasia Beverly Hills and still serves as its CEO. As you'll hear her explain, she considers herself an American dream, which I love. She came to the United States, actually during the Romanian revolution in the late 80s, and she was seeking political asylum. So she was an esthetician. You probably know her as somebody who does brows, but she built a business doing Brows and then built her namesake brand, Anastasia Beverly Hills, still one of the biggest beauty brands on social media. Like 18 million founders has spinoff brands and products that she's done from there. And get this in 2023. So this was three years after the interview. Forbes estimated the value of her entire business at $500 million. So her daughter Claudia Soiree, who you'll hear us mention is currently the brand's founder and creative director. And Anastasia is the CEO. They've taken on investing partners, but she's still very much involved. So we're going to talk browse, of course, and what you may not know about making your browse look great, but also you can hear what she thinks about business and building a brand and even taking on investors. This was actually a quick interview. It was recorded in January 2020. Wow, what a time. So it's a quickie and we did the podcast a bit different back then, so if the rhythm feels different, that's why. But it's still a great interview and it's a founder I really admire. So I wanted to have her back on. But as I said, I'll be back next week. Jess will be back next week and we'll be talking about the latest in beauty culture. For now, here's Anastasia. Okay, so we're here with Anastasia Soiree. Like the party. She tells me Soiree, she's the queen of brows, but really like the empress of brows. She's done everybody's brows. Jennifer Lopez, Naomi Campbell, we were just talking. She did Michelle Obama's. But more importantly, she's built a beauty empire with her brand, Anastasia Beverly Hills, which is one of the top followed brands in the beauty industry on social media. I don't know if that's still true. Is that true?

[Anastasia Soare]

Yes. So we have 20 million followers.

[Jen Sullivan]

20 million followers.

[Listener]

20 million.

[Anastasia Soare]

Yeah. Anastasia Beverly Hills has 20 millions. I just opened maybe eight months ago, my personal Anastasia soiree. I have like 240. And you should Anastasia Suarez and behind the scenes.

[Jen Sullivan]

Oh, nice.

[Anastasia Soare]

And my daughter Norvina, she has like 1.4 million.

[Jen Sullivan]

I like Norvina's palettes. We'll talk about that before we get into beauty and brows. I have followed your career for many years and you are such a true American success story. Story. So if you don't mind, because I love a story of like, came to America, built an empire. What is the story behind how you got started in this country?

[Anastasia Soare]

Well, if you want to talk about the American dream, you look at one right now. That's what I'm saying. Well, I came in 1989 and I got a job in a beauty industry from Romania.

[Jen Sullivan]

Right?

[Anastasia Soare]

From Romania. I migrated here. I had. My husband came here before me in 87 with political asylum. So I had a green card even before I was here.

[Jen Sullivan]

So you were an asylum seeker?

[Anastasia Soare]

Yes.

[Jen Sullivan]

That's important to know.

[Anastasia Soare]

And I started working as an esthetician in a salon three months after I came here doing facial and body waxing, and I saw a void in eyebrows.

[Listener]

Where were you exactly Working?

[Anastasia Soare]

I was working, like, a little salon salon on Melrose Place called Giovanna, Utah. And I kind of was that aha moment where I realized that looking in the picture, when I was in school, my eyebrow was pencil thin and round. My esthetician in Romania obviously penciled my eyebrow, but she didn't know exactly the shape, the perfect shape for me. And I started going to the library and trying to kind of understand flavor for myself to find the perfect shape for my face.

[Listener]

This is while you were an esthetician?

[Anastasia Soare]

Yes, while I was an esthetician. I thought, like, that's why I look surprised on those pictures, because my eyebrow was shaped wrong or tired or, like, angry. No, I was surprised all the time.

[Listener]

Because you were around.

[Jen Sullivan]

It was the night. Well, what year was this?

[Anastasia Soare]

Like the 90?

[Jen Sullivan]

Yeah. You were skinny back then.

[Anastasia Soare]

Yes, skinny and thin. And I start putting attention into eyebrows. And slowly I start developing this technique on how to shape eyebrow according everybody's bone structure and natural shape.

[Listener]

So you mentioned that the trend at the time was this really skinny, like, you know, the Kate Moss brow.

[Anastasia Soare]

No, it was the Pamela Anderson. You remember in the 90s was the perfect Pamela Anderson. Everybody wanted that eyebrow super skinny.

[Listener]

And you're going, you know, off to the side and you're bringing in something completely different, which is that there's a golden ratio. And what does that mean? Does that necessarily mean fuller brows or.

[Anastasia Soare]

There are some measurements that the eyebrow should be. I made it simple because it's a little more complicated by my daughter always said, mom, make it simple. Not everybody understands what you are saying. So basically, the eyebrow should begin above, middle of inch, inside of the nostril, outside corner of the nose, corner of the eyes. That should be the.

[Jen Sullivan]

That trick with the pencil that everybody does. That was your trick?

[Anastasia Soare]

Yes, of course. Tip of the nose, middle of the iris. When the eyebrow, that line, imaginary line, meets the eyebrow, that should be the highest part of the eyebrow. So I created some stencils just to make it easier for the consumer to understand what the perfect shape should be. And I realized that, look, I'm only in Beverly Hills. I should, you know, do some products because nobody eyebrow. When my client will leave my chair, her eyebrow look perfect because I will use the vaseline and eyeshadow to mix to create this pomade.

[Listener]

Right?

[Anastasia Soare]

And then they would say, well, but tomorrow when I Wash my face. My eyebrow still has some gaps and that was the moment when I decided to create products.

[Jen Sullivan]

And since then I'm sure you've seen thousands of pairs of eyebrows, right?

[Anastasia Soare]

Yes.

[Jen Sullivan]

What are women still getting wrong? We've had such a big influx of new brow products but like do you still go out in the world and be like, oh, look at these brows.

[Anastasia Soare]

I look at eyebrows from a point where I will look at somebody and think, oh, I could change little bit and will transform completely the face. Because eyebrow is one feature on our face that really brings balance and proportion and it's so important the shape according everybody's bone structure are people making them.

[Jen Sullivan]

They'Re changing them from what it should be from their natural bones. So that's the big.

[Anastasia Soare]

Women think that oh, if I tweeze here I will open my eyes.

[Jen Sullivan]

She's pointing to like an arch, like making a mistake.

[Anastasia Soare]

Yes.

[Listener]

Maybe I'm making it now. We'll talk later. Yeah. You think it's going to open up.

[Anastasia Soare]

The area and it doesn't, it doesn't. The eyebrow needs to be long enough to balance perfectly the eye and the, the face. So there are measurements that, that's why I created that step by step how to achieve the perfect eyebrows. And I think women are anxious and they over tweeze. But because you think, oh, I want to open my eye, I want to, to make it better, I want to.

[Jen Sullivan]

Do it like more work should make it better.

[Anastasia Soare]

Yes. And it's.

[Jen Sullivan]

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[Listener]

Sure.

[Jen Sullivan]

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[Listener]

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[Jen Sullivan]

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[Podcast Host]

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[Listener]

And Jen and I get so many brow products all the time and I don't know if I should be using like a pomade, a stencil, a pencil, wax powder. There's so many, there's so many different things now. What do you think is like the one universal product that everyone needs for better brows?

[Anastasia Soare]

In my line, the best and the easiest product to begin as a beginner is the Brow Wiz. It's a thin pencil that is very easy to use. Brow Definer is a pencil as well. That is for beginners.

[Jen Sullivan]

So pencils are the easiest.

[Anastasia Soare]

Pencils are the easiest. If you want to go to the pomade and powder as well. It's easy, is not that difficult. But deep brow and deep brow gel and pomade are a little bit, it takes little training. And to be honest with you, I think eyebrows are something, it's something that you need to practice to get good at. Take an hour.

[Jen Sullivan]

Not tweezing. You mean about filling them in?

[Anastasia Soare]

Filling them in. Take a day, I don't know, a day off. You have a day.

[Jen Sullivan]

Take a day off to practice your brows.

[Anastasia Soare]

Not a day off. Take an hour or half an hour and start practicing a product that you want to. And practice few of the products, I think and see which one you feel more comfortable.

[Listener]

What was the first Anastasia brow product?

[Anastasia Soare]

We had many. We had pencils, we had stencils, tweezers.

[Jen Sullivan]

Straight in with the full line.

[Anastasia Soare]

Of course we had a different pomade. We relaunched the pomade because the consumer was so not even thinking that do I need to use something on my eyebrows? Pomade was a little too advanced.

[Jen Sullivan]

Pomade is like a. Is it a gel with a tiny brush?

[Anastasia Soare]

Yeah, you need to use a brush. But pomade is a creamy texture.

[Jen Sullivan]

Yeah, it's a.

[Anastasia Soare]

Into a jar. A glass jar.

[Jen Sullivan]

Oh, it's in a jar.

[Anastasia Soare]

Sorry. So it's a. It's a creamier texture that is waterproof. And once you use it, you could use it as strokes of hairs. You could create strokes of hairs. I think it's a great product once you start, you know, getting to know the products and comfortable using.

[Jen Sullivan]

When did you start your line? What year?

[Anastasia Soare]

I start my line in 1998. We launch in our store in Beverly Hills in 1999. And in 2000, we launched in Nordstrom in 20 Nordstrom's with a brow service.

[Jen Sullivan]

And you were just doing brow products at that point? Yes, correct.

[Listener]

When you said your store in Los Angeles, in Beverly Hills, you eventually went out onto your own.

[Anastasia Soare]

Yes, yes. I opened a store in 97 and. And doing eyebrows, facial and body waxing. And then in 98, we launched the makeup line. Was a full makeup line, by the way, like with foundation, with foundations, powders and everything. And we launched in Nordstrom's in 2000 in 20 doors. And we realized that we need to pay for the makeup artist. And I couldn't afford because, I mean.

[Jen Sullivan]

The person to work the counter.

[Anastasia Soare]

Yes, yes. I didn't know that we had to pay. And I realized that eyebrow could be sustained and sold by the esthetician, that they were doing eyebrow service. So we pulled the makeup and we kept only eyebrow products.

[Jen Sullivan]

Smart.

[Listener]

I had no idea.

[Anastasia Soare]

I don't know if it was smart. Obviously it wasn't.

[Listener]

I think it was very smart.

[Anastasia Soare]

I had to make a decision that I have to maintain certain products that, you know, only the eyebrow products were able to be sold by the esthetician. The rest of the makeup, we didn't have the money. So we pulled back and we relaunched the makeup in 2014. 15.

[Jen Sullivan]

Got it. And so how many SKUs does Anastasia Beverly have?

[Anastasia Soare]

We have almost 400.

[Jen Sullivan]

That's crazy. And do you own your company?

[Anastasia Soare]

Yes, I own. Until September last year. I own 100%. And last year we sold the minority to TPG private investors.

[Jen Sullivan]

This is interesting because we've been talking a lot lately about brands that sold A majority stage hedge fund.

[Anastasia Soare]

Yes.

[Jen Sullivan]

Or a hedge fund.

[Listener]

This feels like it's happening every three months. Jen and I have a topic about this.

[Anastasia Soare]

For us, it made sense. We had exposure. We were selling in 2,500 doors in United States and we wanted to do it internationally. To expand it takes a lot of skills, power, money and especially operational. It's very difficult, it's not easy. And I realized that I would not be able to do it on my own, go international, go international because I have to be in the office. We still have to approve products, we still have to work on the marketing and the creating the products and to operate internationally will take me away from the office. So that's why we chose ppg. That is has been great for a year.

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[Listener]

But what's interesting is you are, you know, you are very much in the weeds of your business and you know, a big part of your business, I think from my perspective grew from Instagram, right from social media. That was a real game changer for you. You were really an early adopter. So what made, what drew you to that?

[Anastasia Soare]

Well, I worked with my daughter and in 2012 and she said, well, we need to jump on this because this will be amazing. And we could show we used to travel to kind of teach our consumer how to use the eyebrow products. And she said, mom, if we, if we post videos this will be a lot easier. We could reach a broader audience. And we did. This is what we did. And it was absolutely incredible.

[Jen Sullivan]

But at that time nobody, businesses weren't using Instagram in that way. And you were early to that.

[Anastasia Soare]

Yes. Your daughter's a small woman.

[Jen Sullivan]

My daughter, My daughter, yes.

[Anastasia Soare]

I gave her full credit.

[Jen Sullivan]

Well, since then, since 2012, watched probably a lot of beauty brands come and go in the beauty space. There's been an influx of so many new brands in the last couple years. What do you see them doing wrong? Where you're just like, I learned this lesson already, like these new beauty brands need to know.

[Anastasia Soare]

I, I think every brand has some a point of difference and they need to understand who they are and who their consumers are and that connection. I think I could speak for myself. I don't know what other people are doing, but I think what was important for us is just not only creating amazing products, but being close to the consumer, listen to them, what they want, what they don't want, what they wish they could have. So I think being in the salon business and working one on one with our customers, I think we had the ability to learn very much the consumer.

[Listener]

Speaking about other brands, is there someone you know, brands look to Anastasia because as a, as like a role model, like they want to follow in your footsteps, your brand story. Are there any brand founders or other brands that you really admire?

[Anastasia Soare]

Oh, I admire every. Every brand founder has a story to tell. They have a point of difference. And. And I. I mean, I love Barbara Sturm. She has a skincare line that I admire. The Tatcha. So many. I mean, there are so many.

[Jen Sullivan]

You named two good ones.

[Anastasia Soare]

Incredible creators out there.

[Jen Sullivan]

Do you think there's still any what people call white spaces left in the beauty industry at this point? Like, haven't we reached saturated? Like what could possibly be invented? Do you think there's still things that we need?

[Anastasia Soare]

You never know. I always think that something else could come up.

[Jen Sullivan]

And do you think there's an area that obviously brows. You started a trend and a lot of companies started doing brow products more. Is there an area that is ripe for another kind of Anastasia invasion? Like, everybody needs to get on the, like, I don't know, combs. Everybody needs better combs, hair combs.

[Anastasia Soare]

If I go back and I will think as I build this company, I think we kind of combine science with beauty. I started with eyebrows. Yes. I created products for eyebrows. Then the same concept on the golden ratio. I realized, I start asking myself why we use makeup and I start asking myself, well, this is almost like in art school. You have a piece of paper and with the pencil, you start drawing that. And you create nose, you create cheekbones, you create eyes. Well, makeup is exactly the same thing. And by teaching my daughter and talking with my team about how important contouring is, we create a contour kit. Not that contouring didn't exist in Hollywood and most of.

[Jen Sullivan]

But the education part.

[Anastasia Soare]

But the consumer didn't know about it. And we created a contour kit. So we put together something that it exists, but never for the consumer. And explain how simple. Then I was telling my daughter that I hate lipstick because my lipstick disappear after five minutes. She created that liquid lipstick color payoff. Yeah. Then the glow kits. Not that the glow didn't exist.

[Jen Sullivan]

Yeah.

[Anastasia Soare]

Okay. But we put it on in a kit, four colors. And we start talking about on Instagram, the consumers start embracing glow kit. So it's always a spin that it exist in beauty, but somebody will put it differently. The consumer pays attention.

[Listener]

So I have a question for you.

[Anastasia Soare]

Yes.

[Listener]

I was actually talking with somebody this morning. I was getting my brows done, but they were just filling them in. And I said, I think they're too big right now. And she said, you know, everyone's saying this is makeup artist. She's like that. We went so far with the big brow, like the bushy brow, the boy brow, however you want to say it.

[Jen Sullivan]

And.

[Listener]

And now the pendulum is swinging the other way. But what you're talking about with this golden ratio seems trendless, trend resistant.

[Anastasia Soare]

Thank you very much. Yes.

[Listener]

What do you think about the idea of brow trends?

[Anastasia Soare]

Trends should be only on colors. You want to go lighter, darker red because you color your hair. But eyebrows should never be trendy as thickness. The shape of the eyebrows from the beginning. This is what I keep telling everyone. Your eyebrow should be according your bone structure and natural eyebrow shape. The shape should not change.

[Listener]

But can it go from thicker to thinner? Like if we take the shape. Just picture like.

[Jen Sullivan]

You need to see Anastasia's face right now. I don't think she's like, what am I not saying?

[Listener]

No, but picture like. Okay, if I have. If I maintain the same shape.

[Anastasia Soare]

Yes.

[Listener]

But I just go a little skinnier some months or some years and then a little fatter other years.

[Anastasia Soare]

But remember, if you go little thinner, thinner, sometimes the hair doesn't grow back.

[Listener]

That's true.

[Anastasia Soare]

Okay, so this is the only problem with eyebrows. Even if you. For a photo shoot, let's say you want to go 1930 and you go very thin, very, you know, Jane Harlow. Well, guess what? The eyebrow may not grow back. And you are stuck with that skinny eyebrow.

[Listener]

Why is that? Why is it that eyebrows don't grow?

[Anastasia Soare]

Because the hair follicle is very thin, fine and very delicate. And once you start tweezing too much or removing the hair, the hair doesn't grow back. It's not like the hair falls linearly.

[Listener]

Nobody. This is the first thing I'm going to tell my daughter.

[Anastasia Soare]

Yes. Don't tweeze your eyebrows.

[Listener]

No, it does not. Because nobody knew. At least I didn't.

[Jen Sullivan]

I think it's that repeated. It creates like a scar tissue almost, right? Like it's a damage that the follicle's done.

[Anastasia Soare]

The follicle is not strong enough.

[Jen Sullivan]

So what do you think of Jess's brows? I'll do me next. I want to know what she says.

[Listener]

This is really something I want Private.

[Anastasia Soare]

Yes. I will talk them in private.

[Listener]

See, that means it's.

[Jen Sullivan]

I was ready.

[Anastasia Soare]

No, it's not bad. It's beautiful. You have beautiful eyebrows.

[Jen Sullivan]

Okay, so the question we ask everybody that comes on fat mascara is about their own personal products. You walked in here stylish as can.

[Listener]

Be, like, oh, stunning.

[Jen Sullivan]

I'm feeling it. Tell us about some of your favorite beauty things other than Anastasia. Is that a natural hair color?

[Anastasia Soare]

No.

[Listener]

Your hair is great.

[Jen Sullivan]

It's gorgeous.

[Anastasia Soare]

My hair?

[Jen Sullivan]

Who does your hair?

[Anastasia Soare]

Very dark like yours originally. Yes. But I have some wise hair which is the gray hair and I decide to go blonde because it's so much easier.

[Jen Sullivan]

And now do you get facials or do do. Who does your brows and your skin these days?

[Anastasia Soare]

Well, I do my own eyebrows, but I, I get facials. I have a salon or I go to Barbara if she sells. Sometimes she has popup shops and I go and I get my facials there.

[Jen Sullivan]

Okay. What about fragrance? I'm going through the whole.

[Anastasia Soare]

I use only one fragrance and it's Frederic Mal Portrait of a Lady. That's my.

[Jen Sullivan]

And I have as soon as on brand for you.

[Anastasia Soare]

I think it's beautiful. Do you know I go to the office and people already know my smell and like, oh, she's here.

[Jen Sullivan]

Oh, I see. If you're the boss, that's kind of scary.

[Anastasia Soare]

I love that she's here. She got here earlier than I start giving a few presents of some of the girls that they love the fragrance and just to divert.

[Listener]

Oh, like a decoy.

[Anastasia Soare]

Decoy.

[Jen Sullivan]

She's like 7am Somebody else goes in.

[Listener]

To be like so funny. Just have someone at your assistant spray it in the office to keep people.

[Jen Sullivan]

I had a boss like that where I knew where she was because I could.

[Anastasia Soare]

Yeah, she wore Fraka Madonna used to wear that big white floral fracas. Yes.

[Jen Sullivan]

And what else? And what's in your cabinet right now as far as like beauty products.

[Anastasia Soare]

Oh my God. I had no. Is it insane Sephora in my, my bathroom. I have so many products and do you try my own products? I want to see how they performed. I have to approve a lot of the products. Yeah.

[Jen Sullivan]

Did we ask you all the questions? What should we have asked you that we didn't ask you?

[Anastasia Soare]

I don't know. You guys tell me how is working with my daughter?

[Jen Sullivan]

I don't know. But those eyeshadow palette, the Norvina ones, that's her middle name.

[Anastasia Soare]

No. So growing up in Romania.

[Jen Sullivan]

Yeah.

[Anastasia Soare]

Was a law, believe it or not, that I couldn't call my name. I mean give my daughter's name Norvina because they said was not a Romanian name. And I said, but this is her grandfather's name. Communist country. Like, now you have to tell me a Romanian name. I'm like, okay, Claudia. Because the lady before me was. And Claudia was, like, a popular name, so I named her Claudia, but everybody in Romania call her Norvina, so that's.

[Jen Sullivan]

I've been tempted by Norvina to wear some shadows that, like, I would never have thought of wearing that color. But they. They don't look chalky and they're really bright. And you just do a little on the lash line.

[Anastasia Soare]

Correct.

[Jen Sullivan]

I'm experimenting because of that.

[Listener]

A little on the lash line.

[Jen Sullivan]

Remember that bright orange one I wore on Instagram? And everybody's freaking out. It was from love.

[Anastasia Soare]

But they are so good. They are not chalk at all. The quality is incredible. My daughter is a genius, I have to say.

[Jen Sullivan]

We should have had her on. No, I'm just kidding.

[Anastasia Soare]

You should.

[Listener]

Maybe next.

[Anastasia Soare]

She never travels, but you should.

[Jen Sullivan]

Okay, well, next time we're in Beverly Hills.

[Anastasia Soare]

You are.

[Jen Sullivan]

No, when we are, we'll come visit you.

[Anastasia Soare]

Please do. Okay. I didn't know you have an office there.

[Jen Sullivan]

Yeah, sure.

[Anastasia Soare]

We don't.

[Jen Sullivan]

I'm kidding. Next time we travel there, but let's.

[Anastasia Soare]

Do it from our office. Yeah.

[Listener]

Ooh, I love that.

[Anastasia Soare]

Yes.

[Jen Sullivan]

Thank you so much for coming on FatMascara.

[Anastasia Soare]

Thank you very much, ladies. And keep your eyebrows on point.

[Listener]

Love it. We hope you enjoyed the show.

[Jen Sullivan]

It's your reviews and feedback that help us make the podcast even better. Head over to itunes to rate and review us, or email your thoughts to infoatmascara.com we also want to answer your.

[Listener]

Beauty questions and hear what products you love, to share a raise, a one product review, or to ask a beauty question. Email us at infoatmascara.

[Jen Sullivan]

If you send it as a voice memo file, we can even share your voice on the podcast. You can also do that by leaving us a voice message. Our phone number in the United States is 646-481-8182.

[Listener]

Thanks so much for listening.

[Podcast Host]

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