Anastasia Beverly Hills Primrose Palette

Beauty pioneer, creative visionary and powerhouse entrepreneur Anastasia Soare is Founder, CEO, and driving force behind Anastasia Beverly Hills—one of the fastest-growing brands in the global beauty industry. Soare immigrated to the US from Romania without language skills or financial means; instead she leveraged a fierce resolve and education in art and architecture to fuel her entrepreneurial vision and unique approach to beauty. In 1990, she introduced a new “brow-shaping” service to clients—later patented as the “Golden Ratio” method—that has gone on to become a staple service and enduring new category in modern beauty. Soare continues to push boundaries today, expanding beyond the brow category with the company’s leading prestige cosmetics line. Her capacity for driving growth through innovation and organizational focus on customers has become a hallmark of her leadership and the ABH brand. Soare’s gift as artist and entrepreneur is complemented by an ease and grace with customers with whom she connects daily in video tutorials and personal appearances around the world. Her audience spans the globe and comprises many of its most famous faces, who rely on her unique vision of individual beauty to amplify their own. ABH has received industry-wide recognition for digital innovation and numerous accolades for products such as cult-classics Brow Wiz, Contour Kit, and Liquid Lipstick.