The Oprah Podcast

Episode: “Building a Billion Dollar Brand with Anastasia Soare and Oprah”

Date: October 21, 2025
Host: Oprah Winfrey
Guest: Anastasia Soare (Anastasia Beverly Hills Founder), joined by Kim Kardashian, Claudia (Norvina), and listeners Diana, Jackie, and Shanice

Overview

In this inspiring episode, Oprah Winfrey has an in-depth conversation with Anastasia Soare, the founder of Anastasia Beverly Hills, discussing her immigrant journey from communist Romania to building a global, billion-dollar beauty brand. The episode explores themes of resilience, entrepreneurship, the importance of authenticity, and the practical steps behind turning dreams into achievements. Special guests Kim Kardashian and Claudia (Norvina), as well as audience entrepreneurs, join to share insights and personal stories.

Key Discussion Points & Insights

1. The Immigrant Journey & Power of Resilience

[02:04–11:05]

• Anastasia’s story is lauded as one of the greatest immigrant success stories, paralleling Oprah’s own journey.
• Growing up under communist oppression, coping with loss, and starting anew in America at 31, with no money or English skills.
• Quote: “I was so scared. I was crying every single day the first six months being in America.” – Anastasia Soare [05:21]
• Early lessons in business and perseverance, learned from her mother’s underground tailoring business:
  “My mom was a master of marketing and I learned so much from her without even thinking.” – Anastasia Soare [11:07]
• Oprah’s reflection: “Everything that you go through… is building strength for what is to come. Nothing is lost.” – Oprah [08:35]

2. The Origins of a Beauty Empire – The Brow Revolution

[13:59–19:34]

• How art school in Romania, studying Leonardo da Vinci’s golden ratio, inspired Anastasia’s unique brow-shaping technique.
• “My teacher always said if you want to draw a portrait and you want to change an emotion, you just change the eyebrow shape.” – Anastasia Soare [14:35]
• Innovation out of necessity: mixing her own brow products from aloe, eyeshadow, and vaseline before commercial brow products existed.
• Facing skepticism: “Even my husband, it’s like, are you crazy?... I’m gonna quit my job and I’m gonna rent a space, a room.” – Anastasia Soare [16:53–17:07]
• Importance of starting wherever you are, even without experience: “The key to follow your dream is just start. Start somewhere.” – Anastasia Soare [19:12]

3. Lessons on Dream-Chasing and Doing The Work

[18:41–19:34]

• Oprah emphasizes hustle over entitlement:
  “The reason you haven’t fulfilled your dreams is because you weren’t really willing to take the jobs and do what was necessary to get to the dream.” – Oprah [18:41]

4. The Power and Impact of Brows

[20:00–22:15]

• Kim Kardashian shares how Anastasia’s brow products and artistry transformed her confidence:
  “She found that product that everyone needs… Anastasia brow pencil, you can find one in any of my purses.” – Kim Kardashian [21:41]
• Kim highlights Anastasia’s generosity in mentoring and support for other women:
  “You are not a gatekeeper… and that is so rare. She will share from factories to business people, to things people in this business do not share.” – Kim Kardashian [23:32]

5. Building & Scaling a Brand – Advice for Entrepreneurs

a) Social Media & Storytelling

[24:57–27:28; 33:28–38:30]

• Live audience questions from entrepreneurs (Diana & Jackie) about expanding their textile business.
• Advice: create visually rich, story-driven social media posts that showcase products in real-life settings; tag aspirational retailers.
  “When you post on social media, you have three seconds to get my attention and everybody else.” – Anastasia Soare [25:03]
• The breakthrough for Anastasia Beverly Hills came when Claudia, “Norvina,” started telling the brand’s story on Instagram.

b) Social Media to Profitability

[40:54–43:13]

• Shanice, a professional closet organizer, asks about converting visibility into profits.
• Anastasia emphasizes moving from service to product:
  “Products always make you more money than service.” – Anastasia Soare [43:07]

6. Leadership, Family & Legacy

[33:28–38:30]

• Claudia (Norvina), Anastasia’s daughter, on being fired and rehired—a lesson in respect, professionalism, and the mother-daughter/business relationship.
• Claudia’s social media strategies pushed the company beyond its “brow only” niche into a wider beauty brand.
• “On Instagram, you have the ability to post as many times as you want… you could tell your story, you could explain about Anastasia.” – Claudia [36:48]
• Deep pride between mother and daughter: “When I think about it now, if it all ended for me tomorrow… my greatest achievement in life… is that my daughter has found her purpose and she does it extraordinarily well.” – Anastasia Soare (quoted by Oprah) [37:19]

7. Overcoming Fear and Embracing Belief

[46:30–48:41]

• Anastasia on the “unshakable belief” central to her success:
  “You actually become what you believe is possible.” – Oprah [46:29]
  “I really believed that I could do anything I put my mind into. I think my mother instilled that in me… I never have a fear.” – Anastasia Soare [46:31]
• Surviving interrogation and true, existential fear made business setbacks and criticisms less daunting:
  “After you have been in that kind of fear, you say, okay, what do I have to lose?” – Oprah [47:37]

8. The Power of Sharing, Connection, and Giving Back

[29:31–30:02; 23:33]

• Oprah and Anastasia reflect on the importance of sharing success and knowledge. Oprah’s promotion of Anastasia on her TV show was an open-handed gesture mirroring Anastasia’s own mentorship for up-and-coming women in beauty.

Notable Quotes & Memorable Moments

• The “Sound of Freedom”:
  “The only way I felt like I'm relieved was when he put the seal. That thud... I thought, oh my God, this is the best sound. Sound of freedom.” – Anastasia Soare [06:25–06:42]

• On Generosity and Mentorship:
  “You are not a gatekeeper... She will share from factories to business people, to things that people in this business do not share.” – Kim Kardashian [23:33]

• On Why Nothing Is Lost:
  “Nothing that has ever happened to you is lost. Because watching your mother... the way her clients had so much joy... I felt the same when I started doing eyebrows.” – Oprah [10:08-12:17]

• On New Beginnings:
  “The key to follow your dream is just start. Start somewhere.” – Anastasia Soare [19:12]

• The Power of Belief:
  “It is an unshakable belief that whispers in my ear…you can do anything. I’ve always believed this, and it has been the foundation and heartbeat of all I have accomplished.” – Anastasia Soare (as read by Oprah) [46:30]

• On Fear and Bravery:
  “After you have been in that kind of fear, you say, okay, what do I have to lose?” – Oprah [47:37]

• On Gratitude and Legacy:
  “America truly is the land of opportunity like no other country in the world. A place where an immigrant can start with nothing and go on to build a better life like I did... That very same family silver was now on the table at my party.” – Anastasia Soare [44:53–45:02]

Important Timestamps

| Time | Segment | |----------|-------------------------------------------------------------| | 02:04 | Oprah introduces Anastasia’s full story | | 04:49 | Anastasia’s advice to aspiring entrepreneurs: “just start” | | 06:25 | The meaning of the passport “thud” – “sound of freedom” | | 13:59 | The art-school origin of the brow-shaping concept | | 17:07 | Resistance and doubt from others (including her husband) | | 18:41 | Oprah on the necessity of doing the work | | 20:00 | Kim Kardashian joins to praise Anastasia | | 23:33 | Kim lauds Anastasia’s mentorship and transparency | | 25:03 | Social media tips – “three seconds to get my attention” | | 36:48 | Claudia on Instagram storytelling and community | | 43:07 | “Products always make you more money than service” | | 46:30 | Oprah quotes Anastasia on belief and achievement | | 47:37 | The transformative effect of surviving true fear | | 44:53 | Family silver and the symbolism of legacy |

Tone & Language

• Inspirational, honest, and deeply personal: voices are intimate, with both humor and candor.
• Emphasis on resilience, vulnerability, belief, and the power of community and mentorship.
• Insights blended with personal anecdotes and actionable advice.

For Listeners Who Missed the Episode

• This episode is an essential listen for anyone aspiring to turn adversity into opportunity, start a business, or rise above doubt and fear.
• Practical, heartfelt guidance is paired with deeply personal stories, making the conversation moving and motivational.
• Tangible advice on branding, social media, mentorship, and the transition from service to products offers value for seasoned and aspiring entrepreneurs alike.
• Highlights the value of authenticity, generosity, and an “unshakable belief” in making dreams reality.