← So Money with Farnoosh Torabi
So Money with Farnoosh Torabi
1895: The Secret to Selling Anything: How Eyebrow Queen Anastasia Built a Billion-Dollar Brand
00:32:22
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A
Hey so money listeners, it's Farnooch. Do you want to make more money? Of course you do. Whether it's in your job or your business. I'm going to be teaching all my best practices Tuesday, October 28th for a 90 minute live workshop where I'll teach how to negotiate better and earn more real scripts, insider strategies and my proven step by step process. If you can't make it live, no problem. Everyone who registers gets the recording. Go to somoneyworkshop.com to save your spot. The that's somoneyworkshop.com.
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A
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Get the new iPhone 17 Pro on us with eligible traded in any condition.
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So many episode 1895 the secret to Selling Anything How Eyebrow Queen Anastasia built a billion dollar brand. You're listening to so Money with award winning money guru Farnoosh Torabi. Each day get a 30 minute dose of financial inspiration from the world's top business minds, authors, influencers and from Farnoosh yourself. Looking for ways to save on gas.
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Or double your double coupons. Sorry, you're in the wrong place.
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A
Seeking profound ways to live a richer, happier life. Welcome to so money. What did you learn about money when you came here? A capital world. You came from communism.
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B
We didn't have checks, we didn't have credit cards. I'm talking about late 80s. We were so secluded in Romania that coming here and I had to learn everything. I had to learn the Alphabet of finance in United States and I start surrounding myself with people that I could learn from. I will invite somebody at lunch and I will ask. I think this is one thing that I really want to emphasize. I wasn't afraid to say, I don't know, can you teach me? I want to learn. And I will invite people, lunch or dinner and I will listen to what I need to know, what's important, how I could open a bank account, how I could get a credit card, why it's so important to do that. I had to learn. Slowly but surely I did. I start learning and finding about the financial system in the United States.
- [04:24]
A
Welcome to Sew Money, everybody. I'm Farnoosh Tarabi. Like a lot of women, I've had a complicated relationship with my eyebrows and that's putting it lightly. Growing up, my Persian mom, she wouldn't let me touch them and I found that problematic. You'll learn in this episode what ensued. Over the years, I wrestled with this relationship with my eyebrows, but I learned ultimately to appreciate them and how to shape them. And I credit our guest today for helping me with that. Anastasia Soire is the founder of Anastasia Beverly Hills and the author of a new memoir called Raising Brows. She's built a global beauty empire around the power of eyebrows, and her story is nothing short of extraordinary. She escaped Communist Romania with very little to her name to ultimately become one of the most influential women in beauty. We talk about how she learned the language of money in America, how she took huge but calculated risks and turned her craft into a billion dollar business. Stories like pitching to a boardroom full of men and women at Nordstrom's in the 90s, meeting Oprah. And now working with her daughter as a partner in her business. Here's my conversation with eyebrow queen Anastasia Soiree. Anastasia Soiree, welcome to SO Money. Really excited to meet you and learn about you. Congratulations on your new book, Raising Brows.
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B
Thank you so much. Thank you, Farnoosh, for having me.
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A
I did my eyebrows for you for this episode.
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B
Looks great.
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A
My listeners might know this about me because maybe they've read my books, but I write, I've written about how my relationship with my eyebrows has been such a journey. At eight years old, nine years old, maybe a little older, I really wanted to shape my eyebrows because they were. I had one eyebrow.
- [06:13]
B
Yeah. You had a unibrow. Yes.
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A
And my mother, my Persian mother was like, you cannot touch your eyebrows till your 20s. She just didn't want me to ever touch my eyebrows. I took a razor to my eyebrows and it was, I don't have to tell you, it was a crime scene. And eventually I got to be a teenager and had more of a healthier kind of understanding of beauty. And my eyebrows had grown back by that. And I feel like only now in my 40s, I feel like I have the eyebrows I've always wanted. Even though people would always say you have beautiful eyebrows. And now I have a daughter and she's eight and she said to me the other day someone at school was teasing me because I have thick eyebrows and I'm trying to tell her about Brooke Shields and she's not understanding me. So I would love to start our conversation with why eyebrows are so important, you know, and why we have such a relationship with them when it pertains to our sense of self esteem and image. What is about the brow?
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B
The brows is one of the most, most important feature in our face that brings an illusion of perfect balance and proportion and brings a harmony within our face and the human eyes encoded to recognize that beautiful proportion. So that's why eyebrows are so important. And speaking of your daughter that is eight or nine years old and kids are teasing her, I will suggest you should take her to a professional or you could tweeze little bit in between. Because I'm sure as a beautiful Persian eyebrows, it's a unique brow twist. Little bit here, in between and maybe little bit underneath. You could take her to a Nordstrom. We have Brow studios in Nordstrom all over the country. You could take her there, and they will do very little. She is eight. She needs to look like she is eight. But I thank the entire Persian community in Beverly Hills because this is how they supported me over the years. As in the 90s, the Pamela underscore pencil thin eyebrow was in vogue. And Persian moms not allow their daughters to go anywhere else other than me because I believed in thicker eyebrows. I started and developed my technique based on everybody's bone structure and natural shape. And I believe that you could keep that. And Persian beauty was thick eyebrows, because everybody had beautiful thick eyebrows. So, yes, they need to be clean and shaped, but still they needed to be thick.
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A
I want to get to your technique. I used it. I channeled you this morning when I was using your brow brush to fill in my brows and get them to the symmetrical place, but not too symmetrical because you don't want to look like you're overdoing it. I want to understand your immigrant story. It's such an important part of who you are. And I think people are attracted to you because of this. Not just because of your brow genius. You're the queen of eyebrows, but you're also this woman who has defied a lot of odds from Romania. Tell us about what brought you to the United States and when you got here, what were your first thoughts as for how life would unfold for you?
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B
Yes. So since I was very young, I dream of coming to America, the land of opportunities. I grew up in a communist regime where women didn't have too many rights. You couldn't have your own business, you couldn't do or find out what your potential was. So I came here. And as much as I dreamt of being in Beverly Hills and being in Los Angeles in this beautiful country, I felt really in shock because I left my family. I had a big family. I'm Macedonian. It's exactly like in Persian community. You sit at dinner table and there are 40 people there. And I felt so lonely. I didn't have the support of the community. I didn't have the support of my family. I was very sad. I wasn't happy. I think the first six months, I cried every day and we couldn't go back. But after six months, I realized I have to leave my ego at the door. Who I was in Romania, what I did, what I was surrounded by and supported by my family and friends and start a new life here. I took all my power to reinvent myself, forget my past and start a new beginning. This is exactly what it was.
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A
What did you learn about money when you came here a capitalist world. You came from communism.
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B
We didn't have checks, we didn't have credit cards. I'm talking about late 80s. We were so secluded in Romania that coming here and I had to learn everything. I had to learn the Alphabet of finance in United States. And I start surrounding myself with people that I could learn from. I will invite somebody at lunch and I will ask. I think this is one thing that I really want to emphasize. I wasn't afraid to say, I don't know, can you teach me? I want to learn. And I will invite people, lunch or dinner, and I will listen to what I need to know, what's important, how I could open a bank account, how I could get a credit card, why it's so important to do that. I had to learn. Slowly but surely I did. I start learning and finding about the financial system in United States.
- [11:50]
A
What turned you to brows? I understand you are in LA renting a room and you're doing brows when your employer wouldn't let you. You were working in the beauty industry, but what was it about brows? You felt like this was maybe a golden opportunity?
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B
It wasn't like that, actually. I bought a disposable camera. We didn't have cameras in Romania. And I start taking picture of my family and I realized that I look surprised in the pictures. Obviously I was a victim of the 80s, pencil thin, round eyebrows. And I thought, oh my God, I look surprised because of my eyebrows. I remember my art teacher talking about when you draw a portrait, the importance of eyebrows. You could change an emotion, just changing eyebrows. And I learned the Leonardo da Vinci theory that he used the golden ratio on all his paintings. I started going to the library and I said, I need to, to find out what will be the perfect arch for my face. So slowly I fix my own eyebrows. Without knowing. I start developing this technique. And my clients will come for their service, facial and body waxing, and they will look at me and say, wow, you look different, you look rested. Did you cut your hair? They didn't know that was eyebrows, but they knew something was different. And I start sharing with them the secret and I start shaping their eyebrows. And this is how all started.
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A
Tell us about the technique. It's three points, right? Yes.
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B
I simplify everything because it's way more complicated. But above, middle of, inside of the nostril, that should be the highest part of the eyebrow. Corner of the nose, corner of the eyes, this should be the end of the eyebrow. And middle of the nose, the tip of the nose, middle of the iris. This should be the highest part of the iris. And you unite those three points thinking that the inner part should always be lower than the highest part to create this beautiful arch. And this part, from the inner part to the highest part, if you divide to the highest part to the end should be golden ratio proportion 1.618 as much. It's a standard deviation. Not everybody has that. But we are trying with the products to create at least that.
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A
I want to learn some business advice from you. You have this technique now and you're servicing your clients. I'm sure there were many points in your journey where things grew exponentially. Like a deal that changes your life. Perhaps several deals changed your life many times over. But what was the first big leap for you? Was it a celebrity client? Was it an investor?
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B
Six months after I started working, I started working with a lot of celebrities in the salon that I was in Esthetician. And I start getting passionate about because I saw that the clients will come back, will ask, will request my service. So that kind of gives me the confidence to push and to do more and to explore, to dig little more into this eyebrows. And I start. I rented that room because the owner really didn't believe that could be a service. Eyebrow wasn't a service, so didn't make financial sense for them. And I really believed in. I rented a room. I was one year and a half in United States. I mean, how crazy I was. And I rented a room and I was using aloe vera with eyeshadow and vaseline to create this pomade. And I went to the art store and bought a brush that was straight. I cut it, angle cut. And this is how I start the whole. This is how I used to service my clients. And of course the clients will come back for the service service telling me that their eyebrow looked great when they left the salon. But after they take the shower, the over two's eyebrow, you could see that. And they wanted to create that perfect arch and shape using a product. So I realized that I need to make products. So I went to Italy to CosmoProf in Bologna. I found out through other people that is this convention in Bologna. And I started working on a product line that was, I think was a very important, important step. Then probably my Oscar first Oscar moment for me was in 98 when I was on Oprah show. And in 98, Oprah was the original influencer. Like she was the biggest thing in television. The best TV show ever in history. And I was I shape her eyebrow live. And that I mean, it was five minutes on syndicated television. You know what that means? I was nervous before I went there because she was my idol. I used to watch bootleg videos of the Color Purple in Romania. And when I came here, I learned English just watching her TV show. And I was nervous when I went there. But once I kind of felt, hey, this is what I do for a living. I used to do 100 eyebrows a day in the salon. I know how to do this. I'm the best. Best because I master my craft. And then I think was was kind of easy. But remember to shape eyebrows. Somebody that looks at the camera and you are on the side is not that easy. And I thought, I hope I did a symmetrical eyebrows, because shaping on a side is not that easy. But again, I could do my eyebrow with my eyes closed by that time.
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A
Wow, what a story. So when we walk past salons and we see eyebrow waxing here, you inspired that.
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B
To be honest, I went in a small village in France and was a store with eyebrow shaping only sursil. And I thought, wow, I never realized that I created so many jobs, empower so many people to do this. It wasn't a service, wasn't a job. I mean, I don't know if you remember, you were probably too young, but in 1990, I remember I was.
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A
I was like, right there trying to figure out my brows.
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B
That wasn't a job. That wasn't a job. Now you could say I'm an eyebrow artist, and you could make a living out of that. In 1990, the owner of the place that I wanted to rent the space didn't want to rent me the space because he didn't believe I could pay the rent doing eyebrows. So it's amazing, and I'm so excited and happy that I was able not only to create so many eyebrows to inspire so many people to do this, but to start the category in the beauty business that didn't exist.
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A
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Iphone yet and has the ultimate pro camera system system. Wow. Impressive.
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Let me try. T Mobile is the best place to.
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- [22:40]
A
I want to understand, Anastasia, your relationship with Risk. A lot of people I think have a misperception that entrepreneurs love risk or they're just, they're born to be wild. They roll the dice. And I heard now from many entrepreneurs who say actually it's not that, it's that we understand that risk is part of the journey and we plan for it. And it's like we don't run away from it, but we also don't run at it blind. As an immigrant, as a woman new to this country, how does your background shape your relationship with risk? And what's your advice for a woman who wants to follow in your footsteps in the sense of building a big scaling business but is not comfortable with risk?
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B
I think growing up in Romania in a communist regime, I watched my mother having her own business which in the communist regime you couldn't have your own business. But she was able to maneuver in the system and she was able to do that business because we had to survive. My father died when I was 12 and she needed to have to make a living. I, I saw her ability of taking no not as an answer and she was able to kind of create this joy for their clients that the need, everybody wanted her because in Romania you couldn't go in a store to buy a dress. Everything was custom and we didn't have that luxury that existed here. And she started making dresses, clothes for women. And they showed her so love and so much support that she was able to conduct that I started helping her designing the dresses and watching the her, the people that worked for her. And I learned the business without Even knowing I came here and when I opened the salon, I felt like it was very familiar for me. But we were talking about a small little shop in the communist regime in a completely different business in this country where I wanted to order products and I needed a credit card and I didn't have a credit card. I went to the bank as my clients suggested you should go and open a credit card. And they didn't want to give me a credit card because I have no history, no history in my parents, myself. And I didn't take no as an answer. I sat there and. Until I convinced the manager to give me a credit $500 credit card card. And slowly I was able to take risk, but calculated risk, I didn't jump. Oh, I have to do that. No, I will plan everything. And I always have plan A and plan B. If plan A didn't work, I will immediately go in the plan B without wasting time and without kind of getting sad that plan A didn't work because you waste time, you get into a negative set mind and you just. It's hard to start all over. So if you have, I, I mean, this is what I did. I had the plan A didn't work. I will use the plan B. So the always calculated risk, but without risk, you cannot grow at the end of the day.
- [26:01]
A
Yeah, that's a. And I say plan B doesn't have to be shitty. It can be a good plan. You know, have fun with plan B, make it yours.
- [26:09]
B
And Absolutely. And I always ask people if they didn't agree with whatever I wanted. I always ask people, ask them why they don't agree or why they don't like. Because I will understand very well why. And I will use a different technique when I request or where I present my plan B, I will immediately kind of turn in, into taking consideration all those comments.
- [26:34]
A
What is a negotiation in your business that you're really proud of something that you secured for your business. It could also just be in your personal life. You know, maybe it was a negotiation.
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B
Are you kidding me? I negotiated from the beginning.
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A
I felt that that's why I asked.
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B
The question, yeah, every penny. I will order products, I start making products. I was the one doing eyebrows and negotiating. Even 5 cents will make a difference. And I always keep in mind everybody needs to make money. My partner needs to make money as well. But let's see where we could come in the middle that we both make money. Because it's impossible just you to make money. It doesn't work. A relationship like that doesn't work.
- [27:21]
A
How do you pitch to Sephora? Now? This is the Shark Tank moment, right?
- [27:25]
B
Yes, yes.
- [27:27]
A
I mean, there might be people listening who want to create another beauty product and they want to get on shelves.
- [27:33]
B
But I have a better one that Sephora. I had the Nordstrom's that in 2000 when I had for few months my products in my salon. And I had such a huge list of celebrity clients that Nordstrom's SVP sales came, beauty sales came. Dale Crichton, I will never forget, came to the salon and she said that she wants to sell the products in Nordstrom. I went to Seattle, was a conference room with 14 people at the table, men and women. And I had to pitch myself. So I had my kid, actually, I have the kid here.
- [28:11]
A
What year is this?
- [28:12]
B
This is the 1999, late 1999. So I have this kid with the instructions.
- [28:19]
A
Yes, I see.
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B
And with the instructions. And I said, this is a kid that you could create the product. I mean, nobody knew what I was talking about. And I said, it's important because the clients don't really understand why you have to put powder in your eyebrows. They don't know how to measure where the eyebrows should start. People use just to tweeze their eyebrows. They didn't have a mat app. And I said, I think we should have Brow Studios in Sephora with Esthetician that will not only shape the eyebrow, but would educate the client how to use the product. Like they said, no, we are in retail business. We are not in service business. And across the room, I saw a lady, beautiful woman, but thick eyebrow, but was so blonde you couldn't even see her eyebrows. So I asked the permission, can I do your eyebrows? I will show you in a second. So I used the stencil and everything and I did one eyebrows. Everybody at the table was like, whoa. In two minutes I could do her eyebrows. And you could see the difference between the eyebrow done and the other one not. And that was a sold moment. And I convinced and I told them, like, look, I don't know any woman that walks every three weeks. Because the service is every three weeks or a month that walks, walks through a beauty counter, I mean, through the beauty counters. And doesn't grab a lipstick or doesn't grab something. Because this is how we are women. We are attracted. Doesn't matter how many lipsticks you have, you still will buy another one. So you have a client that will come in your salon every three weeks for the service, so she will buy something else. So I convinced them we Got to be in Nordstrom's and then Sephora. We were a Cosmoprof in Las Vegas. And our booth was. Was surrounded, was the busiest booth in the entire convention. And they start watching me because I was doing before and after. And it's the easiest, fastest way for me to sell. It's just. Let me show you in two minutes. It's not like doing a facial. You do a facial, you see the results in time. With eyebrows, it's an instant gratification.
- [30:32]
A
The reveal. Yeah, always the reveal. This is how I used to.
- [30:34]
B
Yes.
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A
And then of course, with YouTube and social media, I can only imagine that just. Just exploded.
- [30:42]
B
Yeah, but that was in. That was in 2012, remember? I. There were 12 years where I had to sell my products and my service. So I was in every magazines. I will shape the eyebrow with every beauty editors. I will be in every TV station, morning station, everything. I will be everywhere parties. I will hand my. My credit card because to me, me, that was the beginning of my career. Social media didn't exist. I had to market to sell my service and my products because nobody knew about it. And I hustle. I have to say, I never stop selling my service. Number one, I believed in it. I believed in it. And I knew that once I will get the client, she not only she will fall in love with that, she will send me another client. Her sister, her best friend, her mother, her daughter, everyone. Okay? So this is how I built. Of my clientele.
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A
I have to ask you, do you think you're better at brows or sales?
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B
Oh, I bet both. It's. You have to believe in. To sell something, you need to believe in it. If you don't believe, it's very high.
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A
But I think, I think you could sell anything because you, I mean, you've demonstrated through your storytelling, the. The grit, the resilience. Just doing that woman's brow at the board, in the boardroom, I mean, that. That's like. Who would take it to that level?
- [32:09]
B
Some people would say, o. I know people will feel, okay, they don't want it. I'm going to leave.
- [32:14]
A
No.
- [32:15]
B
I never take no as an answer. I will never take no as an answer. And again, I believe in it because every sale pitch that I do, I have the client in my mind. They are the most important people. They are the most important. This is who I sell. And I know by selling you this product is going to change your life because you will feel beautiful. I will never forget, like shaping a client's eyebrow, feeling imperfect and giving her the Mirror. You could feel her. She felt like, so beautiful, so powerful. To me, that was everything.
- [32:51]
A
Yeah. Wow.
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B
Everything.
- [32:53]
A
Yeah. So now your daughter Claudia is deeply involved in your business. What are some of the financial lessons or habits, work habits that you feel she's inherited from you? And how does she teach you? You. I feel like, you know, it can go back and forth with the generations.
- [33:12]
B
Oh, absolutely. I learned a lot from my daughter. She learned a lot from me. Of course, she learned the, the foundation of the business, the ABC of, of building my business. But I learned a lot from her is the social media. She was the one that decide to, hey, we need to have an Instagram account in 2011, late 11 in 2012, when no beauty brand had the presence in social media. And I learned so much from her. And now she is. I'm so proud of her because she is an incredible businesswoman. She's smart, she makes the best decision. She does so many. She has so many hats. She makes makeup products. She's product development. She does the marketing, social media. She directs all our. We have a studio. She directs all our video and photoshops and photo shoots and everything. So she is. I'm so proud of her.
- [34:13]
A
That's amazing.
- [34:14]
B
She's incredible.
- [34:15]
A
You know, to know your story as a young girl from communist Eastern Europe to now living in Beverly Hills, Billion dollar brand, how would you describe your relationship with money and wealth? I guess a more specific question is, is what do you feel now when you earn more money? The pursuit of wealth for you now, what is the motivation?
- [34:41]
B
The motivation, by the way, I still work like, I can pay my rent next month. And the reason, and the reason I always say this, the reason is because I am. I want to learn every day. I want to innovate more. I want to offer my clients something that maybe they don't even know. They will love it or I will give them products that they will send me comments like, oh, I wish I would have this. Then I will meet with my daughter and we'll work on something. So it's that challenge that, that desire to, to give and to, to receive greatness. To me, it's, yeah, the purpose of my life. I mean, I feel what, what I will do.
- [35:28]
A
You're very generous, it sounds like, and you want to make an impact. You can be more of that person. You can extend more of your generosity and have more of an impact. That's amazing. Before we wrap, Anastasia, I'd love to just maybe finish with a fun story, you know, not that this hasn't been Fun. This has been like a very important moment in my life. This, this eyebrow journey has finished with you. I am so glad. But what is a wild or really memorable eyebrow story from a celebrity client that you've worked with? And you know, I learned a lot about you through Maria. Menouna knows. I love Maria.
- [36:06]
B
I love Maria.
- [36:06]
A
She's so great. I know she is a big fan. But has there been like just a really iconic story?
- [36:14]
B
One story that I love is one day when I was doing eyebrows in the salon, I used to have 3 hours waiting list because there were people I couldn't take more than every five minutes. And I was booked six months. I will not open my book more than six months because I. I didn't know what a year from now on I will do. So was a wa waiting list. If somebody will not show up for the appointment, the first person that was on the waiting list, I will do her eyebrows. So one day, Oprah walks in with Gail in the salon.
- [36:49]
A
Before, after you had her dip in on her show?
- [36:52]
B
No, after, after. And. And she always was so wonderful. She would bring presents to the makeup artist there. And the girls that work for me were receptionists. She will talk with them. Them. And in the waiting area was one of my client, Lori Feldheimer and the nanny and her little kid because she was. She. She had the stroller with her kid and her babysitter looked at her and like, wow, this woman looks like Oprah Winfrey. And Laurie looks at her like it's Oprah Winfrey. But she's whispering. It's like, no way. So Oprah will not walk by herself here and just start talking. She will have a line of security like, no. So she jumps, she goes to Oprah. It's like, are you Oprah Winfrey? She said, yes. Like, oh, my God, my mother loves you. We love you. Can we have a picture with you? And of course, she was gracious enough and she took pictures.
- [37:53]
A
That's really special.
- [37:54]
B
But it was such a special moment. But this is who Oprah is.
- [37:58]
A
She loves to drop in and just.
- [38:00]
B
She loves to drop in.
- [38:02]
A
I love it. I love it. What? Wow. Well, I could speak with you forever, but I know you're catching a plane. You have a big book tour coming up and wishing you tremendous success on your book tour. So happy to have made your acquaintance. Anastasia, Congratulations and thanks for making my brows. Thank you for making me feel comfortable in my brows and beautiful.
- [38:24]
B
Thank you. Thank you Farnush so much. I appreciate you and I hope we'll talk soon. Or at least I will do your I eyebrows.
- [38:35]
A
Thanks so much to Anastasia for joining us. Her book again is called Raising Brows, available everywhere. It just came out this week. I'll see you back here on Friday for AskFar Noosh and I hope your day is so money.
- [38:59]
B
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