Episode 529: Anastasia Soare: The Discipline That Built a Billion Dollar Brand and Why Obsession Beats Balance

29:53I develop a relationship with my client. I care for them. I'm not a superficial person. So why in 2017 did you finally say, forget, I'm not doing it anymore? Well, in 2018, we got a partner. Right. You sold a piece of it. I sold a piece, and we started expanding internationally. So I started traveling so much, I couldn't be in the salon. And I hate canceling clients. So I cannot make a commitment. And I don't even know what I'm going to do next month. So when you, I have to travel all over the world. It's very difficult to make appointments in the salon. So I realized I had to give up in the salon.

30:40Would you say the pivotal moment in the business or your career was Instagram in 2012? For sure. For sure. But if you think about it again, I think opportunities are always, but you need to be prepared when the opportunities are there. You know, I started with eyebrows and invented eyebrows. Okay. I got, I worked really hard to bring attention for 10 years. I used to travel around the country in Nordstrom's to, to shape eyebrows, you know. And then, and then Monday night at two o 'clock, I will, I will be here in LA. and at nine o 'clock I had to be at work. So I work very hard. Luckily, in 2012, we were prepared.

31:26We had everything, the products, the technique, everything laid out. And then we were able immediately with Instagram to kind of educate the consumer. So if it wasn't for your daughter, like who came up with the idea to do the contour kit? Your daughter, you said? Yes, my daughter. So if it wasn't for that, Where do you think your business would have been? Because in 2012, you weren't thinking of Instagram. You were still doing the eyebrows. Yes. You sold your Anistate. You sold the eyebrow kits. Eyebrow, eyebrow products, everything. And those were selling really well, by the way. Very well, yes.

32:02How well were those selling before 2012? This is a business podcast, so we want to know. Well, I think we have only eyebrow products. We used to sell like$100 million maybe. So just the eyebrow alone, you were pulling in$100 million in revenue a year. Yes. Up until what year? 2012. 2013 maybe even. 2014 kind of changed. And 2014. Because we started launching the makeup slowly. So once that contour. The contour and then in 2015, we had more products for almost a complete. line. And that was, 2016 was... Next level. Next level. So what was, if you don't mind me asking, you cannot answer it, but 2000, so you went from 2012 to 100 million.

32:55And what was it like in 2016? Triple. Triple that. Yes. And like, what gave your daughter the idea of doing the contour kit? Was she watching all the... Well, because I always, we used to have our education team and she was definitely in the marketing. Everybody had five hats to do everything because it was a very lean team. Yeah. So I used to tell them and kind of educate them like, this is very important. People need to understand the customer, how we send them the message of, yes, why eyebrow is important, but makeup is as important as eyebrows and contouring is one of the second most important So you knew this already.

33:40Oh, yeah. That was in our education. Yes, so you knew about this whole thing. And she said, Mom, everybody, I mean, wasn't that we invented contouring, but she said, let's put, because the consumer doesn't know how to use it, it's very difficult. Let's put the makeup artist in Hollywood, they were expert in contouring, okay? But the everyday consumer didn't know. So let's put the contour colors, the three of them, and highlighting colors in the same kit. And I said, okay, let's see how that works. Of course, with education, how to do it. And it was incredible. It was. I will say, because I don't buy makeup, I bought that because it was for a dummy.

34:24Like if you're not somebody who knows how to wear makeup, my friend was like, you need to buy this kit. And what was very interesting when we had the contouring and powder first was powder. That's what I had. And then me and my daughter, we used to be obsessed with the TV show. Wow. Runway? No, no, no. Runway. The Drag Race. Okay. Oh, yeah. RuPaul? RuPaul Drag Race. We were obsessed with that because for us as artists to see somebody that takes features, masculine feature, and transform into feminine, very soft feature, that's a lot of talent. And we created the cream contour because cream contour is a little more deep than the powder contour, and they knew how to do it.

35:16So we start creating makeup for them and we became sponsored like really early on. Not too many people knew about Drag Race. Yeah. And this is how we, it's huge and we continue to be a support for them. But they were the first one to, they understood contouring because to transform a masculine, a strong feature into a very soft feature, you need to know how to use contouring. It's the most important thing. It's the most important thing. Yes. But are you a makeup artist? You're not a makeup artist, though, right? Well, I did makeup, but... But are you now? Because you have an eye for, obviously, the symmetry.

36:00The proportion. Yeah, proportion. So are you a makeup... Technically, you would say you're... Yes, I mean, I did makeup. I don't do it anymore. Your skin looks great, though. What do you do for... Do you have skincare, too? No, I don't. But I use What do you use? When I walked out You look like you're like 35 years old Thank you I use many Many color Many brands I use Barbara Sturm I use SkinCeuticals Like what's your regimen? I want to know what your beauty regimen is Oh my God So I Obviously I use cleanser Toner What kind? Does it matter? Or you don't care? Yes, of course it matters I thought I just wanted to kiss you if you're going to say, because some people say it doesn't matter for cleanser.

36:45No, I mean, I am picky about my skincare routine. I'm sure. And then after I use a lot of serums from SkinCeuticals, Phyto and vitamin C or ADH. And then after that, I use the cream. So I have nighttime during the day. Sometimes I use La Mer. I like to change because I feel like my skin gets used to a certain type of skincare routine. And I always like to change. And I like Barbara Sturm. She has beautiful line. So I use a lot of products. It's very important for me, my skincare. Well, your skin looks great. Thank you very much. You're welcome. Are you going to get into skincare? Because you don't, if you abuse.

37:32We used to have, believe it or not, we used to have skincare. I don't even remember how many years ago, maybe 15 years ago we sold at Nordstrom. But again, we had to pull out because I realized to sell skincare, you need to have marketing money and you have to have people, salespeople. So. Not with makeup? I thought with makeup too, you need to have. Yes, makeup and. It's a whole new team of people. Exactly. And we realized that we pull out and we sold only in the salon for a little bit. And then, but maybe in the future, of course. So when you in 2018, when you sold a minority portion, correct?

38:13You kept on as you guys, you're basically running as the same business, right? So they're just helping you with money and with international, correct? so when did your daughter become such an like an instrumental part of the business was it in 2012 yeah even before but i think instagram gave her the chance to to start the makeup line and uh and then the marketing the product development slowly she became involved in every single aspect of the business. Was she as much, like, cause you're obviously someone who's very like your work ethic. Like you come from someplace where you had to work hard and to be successful, right?

39:00Like you, you had, you didn't have a choice, right? Like you had to be resourceful and you had to be a hustler, so to speak. How about your daughter? Because did she grow up? How old is your daughter? I don't even know how old she is. She is over 30. Okay. But my daughter, Let me make it easy for you to understand in your viewers. She earned that position. I'm not the type of person that I will... You don't seem it. No, no. I fired my daughter because she was late. I'm not going to do any... I think I was harder on my daughter than all the other employees. Really? Yes. Because I didn't want people to think that she gets in that position just because she's my daughter.

39:43and every position, she worked in every department because I wanted her to understand every department, how it works. And my daughter, when she started, I used to call her in the morning when she would be late and I would beg her like, get out, come here right now because you are late. Now I call her 10 o 'clock at night and I like, you have to go home, okay? Really? Yes. You have to take a vacation. I mean, she never took a vacation until maybe last year or, yeah, last year. So she basically inherited - She's a workaholic. Like you. Yes. So you both are the same. I think she works even more than me.

40:26Really? Yes. You know why? Because, for instance, when we start working together, I had to promise her, I will be the face. I will do all the events. I will do like, my daughter doesn't like to go out. I used to beg her to go with me for Oscar events or like, no. She didn't want to do any of that. She didn't want it, no. And she said, you will be the face. I will be behind the scene. I don't want, I don't like to be in the woods. Yeah, kind of like in the spotlight. In the spotlight, I will be. She's shy probably. I mean, not probably. She was. I don't think she is anymore. But she started working really hard.

41:11And I think making the makeup, giving her that project that became her baby, gave her the confidence and the pride of when you do something and you put so much heart and love into, I think that becomes a passion that nothing could stop you from continue to invent and do so many amazing things. And obviously, she's done a great job. I mean, the makeup line is taken off. It's beautiful. It's taken off extremely well. Yeah. And so does she have a family too? Is she? She has a boyfriend. A boyfriend. For seven years, but yeah. Oh, seven years. A long time.

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43:33How do you balance? I mean, I don't believe in balance. I think it's a silly word. Don't tell me how you balance life with the work. Trust me. I hate when people, but I have to ask that because people always say, how do you balance it? I don't think there's such a thing as balance. I think if you want to be incredibly successful at something, there's no such thing. Yeah. But with that being said, I think you need to be obsessed, not balanced. Correct. Were you just so obsessed with like, was that just what you like lived, breathed, ate, drank all the time? Absolutely. What would you tell somebody besides the fact that there's no such thing as balance?

44:14What would you tell somebody who's trying to have, has a business that they're trying to get off the ground? But this is the caveat, who doesn't have a celebrity clientele, they can get momentum, they're not living in LA, New York, wherever. What would you say the number one skill is that they need to harness to be successful? I think they need to figure out what can they do for the consumer for every day. It doesn't matter who they are, how they will market that, how I will let you know what my skills are, what I'm offering. And now with the social media, for sure, they have so many more real estate to present their whatever products.

44:58Of course, there are so much more competition. So much. No question. No question. But you need to think, what's your point of difference? What is different about you? How you deliver the product? This is what you need to tell me. Why your product is different? Why do I need to buy your product? So when someone asks you that, what would you say about your product? I have the best quality products. I have a technique on how to shape eyebrows that nobody has it. I invented the eyebrows. And I constantly reinvent my products. I want to create a better delivery because technology is very important to align with the labs that they could use technology.

45:46And I could relaunch a product that probably 10 years ago didn't have the technology. And now I will relaunch it because I want you as my customer to have the best delivery, the easy, best product, and easy to use. So what would be like someone like, what's the hero product now? Like someone like me who needs to get the - The Brow Wiz. The Brow Wiz, our hero product. What's it called? Brow Wiz. The Brow Wiz. It's a thin product that - Because I go, I'm going to tell you the truth. I went to Sephora to buy that or buy something from the eyebrow. There's so many different kinds. I got so confused.

46:23I didn't know what to buy. And I left the store because there's like, oh, there's like 50 different kinds. What is the one for someone who doesn't know anything about makeup? Browiz. It's called Browiz. Yes. And how does it work? You just put it on? Yeah, just put it on. You could go on our Instagram, Anastasia Beverly Hills. Yes. And we have so many tutorials. So many. So many videos. And you will step by step, you will see how you could use it. But what if people like have like, you know, they can't grow them in and they have to like shape them with the brow width? But you have good eyebrows.

46:56You need to fill in underneath a little bit more to be a little bit thicker, a little bit, not too much. And then you could create hairs like strokes. Again, we have videos you could watch. So easy to use. I'm thinking about this as you're talking and I don't even know. honestly, who's even in, there's no, do you even have competition in the brow? I don't even know what other person. But now every brand has a eyebrow products. Right. But nobody has, nobody has, no one's like a personality in eyebrows. No, there's nobody. I still can't think of, there's a lot of makeup artists. I mean, a million makeup artists that come in and out, whatever.

47:37And I really can't think of anybody who's an eyebrow person. Yeah. You have facialists who are very popular in the moment and they turn over. But till this day, I don't think there is one other person that came close in popularity. That's crazy. I know. Literally, do you ever think about that? No, I didn't even think now that you are talking about. But why is that? Because eyebrow is the most difficult thing to crack. It is. But why? What makes it so much? In 30 years. You need to understand. And I'm talking about technical design. I'm talking about skills that, and my eye is totally encoded, totally different.

48:20I think it's trained. I do this for 35 years. Yeah. But even so, like, I'm thinking about, like, even in the makeup world, right? Now, you know, that Mario guy is very popular. Makeup by Mario. Makeup by Mario. But you also have, like, Scott Barnes was really popular. Kevin Kwan was very popular. I know. But they've kind of, you know, now he's the big guy. You would think in 30 years, one other person would have come out with some technique that worked. I can't think of anybody. It's really unbelievable when you think about it. It's true. And it's remarkable. So then like iterating, what would you say another, if I were to ask people that work for you, What would you say that they would say was the one quality about you that kind of made you you?

49:11Quality? I think my discipline, my work ethic, my resilience, my, I think, probably living in for 32 years, 31 years in Romania in such a difficult time, you develop this skill of surviving. and trying to find resources to do better, to create a better environment for you. So I think those are very important things. And as well, I think another important thing about me is that I always see the half full glass, not half empty glass. Oh, you do? Always. And I always believe that is a solution to every single problem. And I will find it. Even if every door that I will encounter is closed, I will find a way to find another one that will open for me.

50:14What was one big failure that you had when you were building this empire? There were so many failures. But what was one big one that you thought the business was never going to make it? I don't think that way. I never thought that way. It never was even on the... I will find a way. Every single, doesn't matter how difficult it is, how disastrous it sounds or look like, I always believe that I will make it. When you hire people, what do you look for? Discipline. I like people that are not superficial. It's one trait that it drives me crazy. It's interesting that you say that. Why? Why? Because you're living, your whole world is revolved around beauty and Hollywood.

51:04And you're saying that one thing that you don't like is superficiality when we're both living in the bubble of the world. But I don't think people in Hollywood are superficial. I think they want to portray themselves. And they have a lot of pressure to look the best, to be the best. It's pressure. It's a lot of pressure. Yeah, it's pressure. That's not being superficial. That's true. Stop being superficial. Okay. But when people think of L.A. and Beverly Hills and celebrity, they think it goes with superficiality. Yeah, but it's not. Or vanity. Vanity, yes. But I don't find anything wrong with being— No, no, no.

51:45By the way, nor do I. And I also think the people who rise to the top are the ones who are not that way. But the outside world doesn't see it that way. Of course. Of course. But how you explain then that everybody from every city on the planet Earth that has a skill wants to come to Hollywood. Please explain to me that. Because it's like the panacea of like we're dreaming. Yeah, of course. I know. But it's funny because we're talking about to be the most beautiful beauty and glamour. And so when you say that, it just sounds funny. But it's true. I think that everybody wants to be beautiful. And I think that people don't admit that that's important.

52:32Of course. That's what it is. It's a completely different story. That's what I'm saying. Everyone doesn't want to admit that. My point is everybody is superficial. but they pretend that they don't care about these things. Yes, but on the other hand, people have different priorities. Yes. And it's okay. That's true. If having this outlook of, oh, I need to have the best hair, the best makeup, the best eyebrow, the best clothes, if this is not for you, not your priority, it's okay. Yes. Yes, exactly. I'm not judging anyone. But by the way, it's good, even if you like those things, you can all, and you can also be a kind person, a nice person who's smart and able to like do all those things.

53:18Yes, I agree. Absolutely. It has nothing to do. Nothing to do with it. I know. I just find it funny. Okay, so anyway, we're like, I totally agree with you. So you would say that, I forgot the question now, what were we talking about? Superficial. You were saying, oh, when you hire people, you don't want people to be superficial. Okay. And I want people that are really serious about their work and they have a work ethic. It's very important because being in my business, if you have scheduled the next month every day and you call me at eight o 'clock in the morning that you cannot, I don't know, you've gotten a fight with your boyfriend.

53:53You cannot show up for nine o 'clock first appointment and the whole day is ruined. That's, I mean, of course could happen to anyone, but you know what I mean. No, no, no. Of course I know what you mean. Yes. So you look for people who have a strong work ethic. Correct. Right. And talented, because this is a talent. You need to really have skills. How do you train somebody for this? Oh, just like trained. In the salon, every single person that was hired, I would interview. They needed to have skills already. They needed to know how to wax eyebrows. And then we'll take it to a different level, to the Anastasia way.

54:32because they will come like, oh, I do eyebrows for 10, 15 years. Like, yeah, no. You need six months to learn our way. So you say the golden ratio. So what is your thing? Like, what do you see when you look at somebody? Well, when you want to shape eyebrows, the eyebrow, to simplify this whole theory, the eyebrow for almost everyone should start above, middle of, inside of the nostril, outside corner of the nose, corner of the eyes, that should be the end. And tip of the nose, middle of the eyes, that should be the highest part. And of course, the inner part should be lower and higher towards the end.

55:12I designed stencils and just using the stencil and fill them in with powder, you could kind of see the map of what will be ideal for you based on your bone structure. So it's a whole procedure and a whole technique that the girls are trained. And when they have the first arm client, they go through this whole process, kind of walking the client to understand how they, keeping the mirror, how exactly they have to measure the eyebrows and then how to follow up the next day. Yeah. I mean, but still, people still can't get it right like you. Have you got your eyebrows done by her before? No. No? Really?

55:59Oh, wow. Okay. So let me ask you this. So then how did it, so it skyrocketed in 2012 with your daughter. Does any other family members work with you? A niece, one of my niece, the only family member that wanted to come here. Oh, really? Nobody came here? Nobody wanted to come. Yes. Really? And she worked with me in finance department. So it's you and your daughter. You're the only two that are doing this business together and then everybody else. How many employees now do you guys have? I think we have like 250-ish, maybe 300. Oh, wow. Because we have in Europe a lot. A lot in Europe? And all over the globe.

56:41All over the world. Yeah. Walk me through like a day in the life now of you. Now? Yeah. So I wake up at 7, 7.30. That's my sweet spot. Okay. Are you married? No. Dogs? No. I'm available, though, if you know anyone. Available? Okay, you are. Maybe. How are you available? You're such a, like, prized. I don't know. Oh, I know why. Because you're never available. You're available because you're never available. We've got to fix that. So I wake up at 7, 7.30. The first thing, of course, I grab my phone, check my emails, text, Instagram, WhatsApp, because most of the people in Europe are on WhatsApp.

57:22Then I make myself an espresso, no sugar, no cream, just black. And then if I don't have Zoom very early in the morning, because sometimes Asia or Europe will have 8 o 'clock or 7.30 as it's late there, I could work out. I will work out for half an hour at the beginning. And then during the day between Zooms, I have, I don't know if you have that in my office, I have that AMP as a weight machine. Are you saying that as a joke right now? No. Did you hear that? Yes. Do you have it? Yes. I'm obsessed with it. I know. I love it. It's the best thing in the world. The best thing, yes. And nobody knows about it yet.

58:09Really? First of all, it's the most beautiful, aesthetically beautiful. It's so aesthetically beautiful. I was showing Oprah. It's like, you need to get one of this. You've got to tell Oprah to buy one of these things. Oh, I did. I showed her. It looks so beautiful. Beautiful. Yes. And by the way, it's so smooth. So smooth and it's perfect. It's perfect. Nobody knows about it yet. Between Zooms, I work out because anyway. That's what I do too. You need to move, yes. With that amp. Yes. Have you tried the eccentric and the band or you just do the fixed? No, no. You do all of them? Of course, all of them.

58:41Do you do the workouts that they give you on the amp? No, no. I do it on my own. On your own. This is hilarious. I'm so surprised to hear you say this. I got to tell them. Okay. I like to be in form. I want to be cutting edge. with everything. You are. Yes. The fact that you knew about this. No, it's because - I had it like for a year. You know, they just - I told Sofia Vergara. I told Oprah. I don't know if Oprah bought it, but - You told Sofia. Sofia got it. Oh my God. You should be a spokesperson for them. This is hilarious. No, because it's the best, it's the best, like that's like a best kept secret that nobody knows yet.

59:18I agree. I agree. And you know already. Oh my God, that's hilarious. Okay. I love that you know this. Okay. Yes. So I work out in between. I do a treadmill for like 35 minutes. In the morning? In the morning, yes. What kind of treadmill do you use? Regular treadmill. You should use a Woodway treadmill. Which one? Woodway. Best one. Yes. Because it's the one that's like with the treads. We don't have time to tell you the story. I ordered one and it was a disaster. Really? But it didn't receive the... Anyway. Well, tell me afterwards. I want to know. So I do that. I work out. And then I do my Zooms, my meetings.

1:00:01I'm Zoomed out, to be honest. Because we used to have in Century City a huge office. And during COVID, we pay so much rent. And then after COVID, nobody wanted to go to the office anymore. So everybody's remote. And we have Zooms, you know, nonstop. I'm Zoomed out. Just say no, you're the boss. Just say no more Zooms. No, it's important. I need to talk without. No, but what you can do is have just phone calls, no more Zooms. Oh, no, no, no. It's easier. It's easier. No. You'd rather have the Zoom. Don't you rather walk and talk? Just sitting at the computer and talking? No, I don't like, I need to see somebody.

1:00:39Yeah. Okay. So then at like 12, 1 o 'clock, I make my lunch. What do you eat? I cook myself. A simple salad with fish, grilled fish or grilled chicken or grilled steak once in a while. Or with rice, some vegetables. Like healthy. Healthy. Very healthy. And then Zoom again. And by 6 o 'clock, then if I have to get ready for dinner, I will go for dinner. I go to see my mom. My mom lives five minutes away. So every day I go and see her. I spend a little time with her. And then I go to dinner. and always they have to be linked to a business. You know that. Yes, of course I do. Yeah. Otherwise, if I don't have to do that, I want to stay home and do some research.

1:01:27Really? Yes. Did your daughter live close by to you too? Yes. Can your mother believe what happened with it? What does your mother say? She's so proud. She's very proud. Does she even understand the magnitude? Like how old is your mom now? She must be... 92. 92. Does she even understand the magnitude of what you built? Yeah, right now probably not, but she did. I mean. It's pretty incredible. Like when did she move here? How many years ago? She moved maybe 20 years ago. Wow. So she did see what was happening with you. She must have been like, oh my God. You know, the funny thing is that every summer she used to go back to see her sister, brother.

1:02:07We have a big family there. Yeah. And she used to go there and say like, oh, Anastasia is like huge there in America. And they used to like, come on. It's like you like to brag about, we don't believe you. Eyebrows. Like this was at the beginning. Eyebrows. This is not that serious. No, I promise you, she's so famous there. This Jennifer Lopez comes to the house and Naomi Campbell kisses me. Nobody used to believe her. And then, of course, when they start catching up with the TV and all the Western civilization. Wow. It was very funny. There must be the West. Yeah. When they're like, oh, my God.

1:02:51Yes. Who was the one celebrity that like really catapulted your career then? Oh, Oprah. No question about it. Because when I was on her show in 98, it was like my Oscar moment, how I talk about in the book. Yeah. I mean, and she's been a big advocate for you. Oh, huge. Huge. I think because you would go on the show and you would like do people's eyebrows. Yes, I did her eyebrows. And in October, we had 1 ,200 people in an auditorium and she interviewed me for the book. It was incredible. I remember. Yeah. I also saw a clip of your daughter when they called on your daughter. I love that clip, by the way.

1:03:31Yeah, you do? Yeah, I thought that was really nice. I like the dynamic between the two of you. And I do like your daughter seems like a really like real person. I did notice that. Yes. Like no bullshit. Oh, no, no, no. No, she's like a... She's like cutthroat. Like a real person. Yeah. I like... See, personally, that's what I like. That she didn't seem like this foofy... Oh, no, no, no, not at all. No. She's spoiled. She's all business. She's not like... She doesn't screw around either. I did not spoil my daughter. I was very tough on my daughter. Yeah, you said that. Really tough. Sometimes I think I was a little bit too tough.

1:04:05Yeah. I mean, because I always wanted people to understand that she earned every position in the company, number one. Number two, I really wanted her to find the purpose and to love what she does. And I think you do that when you really start loving what you do. Yeah. You become confident and it's easier to, because when you live in Beverly Hills and in Los Angeles, it's not that easy as a young person. No, it's not. And when your mother is Anastasia, that's another thing that. Did she realize at the time? Well, she's 30, but so yeah. So you were already a big deal. I was a big deal. And I know, and I knew how to avoid that because my mother in the city that we live, she was like a big celebrity.

1:05:01And I was always Victoria's daughter. Anastasia didn't exist, was Victoria's daughter. So in a way, I came here just to find out who I was, what I'm capable of. I wanted to find myself. And I think that's why I let Claudia to have her project and take the credit for, because I wanted her to be confident that she worked for it and she earned everything she did. Yeah. Well, it seems like she really did. She did. Yeah. And so in Romania, it wasn't like you were living in the projects, really. Like people think about Romania or there, and then it was like you were dirt poor. Oh, no, no, no. You were not.

1:05:48Oh, we are not. You had a nice life. Yes. It was just very, very hard to live there because people lived in a lot of poverty. I mean, they didn't have electricity. We didn't have ourselves to food. You did not have electricity? No. They would stop the electricity from 6 to 10 o 'clock at night. Oh, so you only had it up to 6 o 'clock. Yes. Really? Yes. Okay, so tell me other thing. How else were you living? So you were, like, that is not. Then it's not okay. Yeah. It doesn't matter what huge property you have. If you don't have electricity, it's like, what do you do? Then people didn't have food.

1:06:24Of course we did because my mother was smart enough to have clients that they were influential in Communist Party and they used to deliver food for us. But it didn't matter. I didn't want to see other people that they couldn't afford or they didn't have food for their kids. Life, it's not about you, you know. You cannot live around people that they live in so much poverty. Not poverty that they didn't have. You could have money. You couldn't buy anything. You couldn't buy anything. You know what I mean? Yeah. It's really unbelievable. Bread, bread, milk for the kids. Why? He was such a, the president was such a crazy, crazy man.

1:07:09And he wanted to pay all the debt Romania had. He wanted to have zero debt. and he destroyed the economy and everything that people, and you couldn't say anything because they would put you in jail. Yeah, put you in jail. So when you went back now for work, what was it like going back there? Well, I go back, not every year, but I go there regularly if I'm in Europe. And it's different, obviously. They don't have those problems anymore. No. But - It's not America. It's not America. What would you have done if this didn't work out? Did you have a plan B? Yeah, I could go back to Romania. Well, yeah.

1:07:54But if you did, okay, so would you have gone back to Romania if this didn't work? You know, it's funny that you remember in 94, maybe you didn't live here, but in 94 was an earthquake here, like major, where I used to live in Sherman Oaks and the townhouse that I lived was destroyed. And I got so scared. I wanted to go back to Romania. So in the summer, I remodeled my house there. I had a gorgeous house on the Black Sea. And I went there with the idea to buy the furniture. And after I would buy the furniture, the house would be ready. I would move back. And after a week, I realized I could never live there.

1:08:32Yeah, I know. By the weather in itself. It's not only the weather, but I couldn't be connected to the people, to everything. You've changed probably so much since that day. Yes, yes. Would you ever live anywhere but here? Do you spend time anywhere besides Los Angeles? Not for travel. I spend time in Paris. I like because our headquarter in Europe is in Paris. And here in LA. Yes, and here in LA. But I love the weather here. I know. That's why most people are still here. Unfortunately. Trust me, I know. If it wasn't for the weather, I think a lot of people, including me, would not be here. It's the weather that keeps everybody here.

1:09:16Miami doesn't, like if people go to Miami. I tried Miami during COVID. I couldn't, no. The weather, it's like the humidity is terrible. Not only humidity, but the tornadoes. Yeah, I can't deal with that. And people are forgetting all these things. And then they go there. And they're like, oh, yeah. Yeah, they're like, we're leaving. We're coming back. But the problem is, of all the evils, LA is the best. because of the weather. For sure. You know, even though the taxes, but that's a whole other problem altogether. And it's not that safe anymore. Not almost. That's a whole problem. Yes. It's a real problem.

1:09:49A real problem. Yeah, LA is not what, since COVID, LA really went downhill. Yes. 2019, it was very different than it is in 2025 or 26. That's true. It's really.

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1:11:33Is there anything we want to talk about that we haven't covered in your notes? What else do you have in your notes? No, I think we talked almost everything. Is there something that we forgot? I think that your habits and hustle. I mean, I'm the epitome of hustling and there's no way. And you know what? I think the most important part of my success is that I really believe my mother always told me that I'm smart and I could learn everything I need to and I could do whatever I want. And that stays with me even to these days. It's not one project that I will sit and think and I will find a solution to solve the problem.

1:12:20The way I will describe business, because I many times I'm like, do you get stressed? They're like, no, because it's business. The way I look at business is every day you need to solve problems. This is the business. Yeah. I don't think everybody's cut out to be an entrepreneur. And they shouldn't. Right. That's the misconception. I think what's happened in time is that that's become glamorized. It's like being an entrepreneur. It's like sexy and hot. Yeah, it's not. It's not. And not everyone has the personality and the stomach for it. Yes. It's hard. It's very hard. Yeah. And you need to get really good at kind of failing a lot and being struggling.

1:13:06Absolutely. Get up and start again. Start again. Yes. It's the resilience. It's the resilience. You fail, you start again, and you try another road. Yeah. And again and again and again until you win. Yeah, that's what it is. But people don't have the stomach for it, but they don't want to. Nobody wants to work for anybody anymore. Everybody wants to be their own. To be an entrepreneur. An entrepreneur and their own boss. But what it takes is you eat what you kill. So it's a very difficult mindset if you don't have that stomach, basically. No, for sure. For sure. That's what I've noticed a lot.

1:13:40But you said something I think is really important is that your mom believed in you. Yes. I think that also makes a big difference. Very big difference. Because my mom also believed in me. I feel like it gives a child a real sense of confidence and assurance that they can do it. Absolutely. Right? Like belief in themselves. I remember my daughter was young, and I like to cook. And I'm really good at cooking. Really? Yeah, very good. I'll come over for dinner. One day, anytime you could come. I have a lot of dinners, and I like to cook as well. Good. I'll hold you to it. So one day she wanted to do pasta or I don't know, she wanted to cook.

1:14:23I walk in her kitchen and there were 20 cups and she had measured salt. And she was like, what are you doing? It's like, well, I'm trying to cook. I want to do this recipe. And it was a disaster. And she said, mom, do you think it's bad that I'm not good at this? It's like, absolutely not. You don't need to be good at everything. You need to stay focused and be good only what you feel like you are the best. It's like, don't stress about. I'm such a believer in that. You're a perfect example of that because you leaned in to what you're exceptional at, which is why it's successful. Too many people try to be too many things.

1:15:11Yes. And then they're nothing to nothing. Yes. And that's where the problems begin. And if you just really hold in. Stay focused on one thing. One thing. And do it the best. Master your craft. That's the best advice, I think, because that's exactly where people get really lost. Yes. And then they're like, and then it just all dissipates. That's a really good point. Give me one more. Give me one more, you know, Anastasia-ism. So another wisdom, I'm sharing what I went through. Yeah. When I started, everybody was asking me like, oh, what was the best tip you got or how much money? I'm like, look, of course I wanted to make money.

1:15:54I wanted to pay my bills. Right. Of course. But that wasn't my goal. My goal, I wanted to be the best on what I was doing. I wanted to do the best eyebrows. I would work until my nose was bleeding just to be the best on what I was doing. And always, always try to be even better than you were a year ago. Really? How did you perfect it, though? Just experience and practice? Practice. Practice, practice, practice. Always. I mean, it is incredible. I mean, you did have a lot of practice. I mean, how long does it take you to do a set of eyebrows now? Well, now five minutes. Five minutes. But it took hours and hours and years of studying.

1:16:43And I wanted to really understand what is behind, like every hair, how important. You know what I mean? Totally. It's like you need to go really deep. Don't be superficial. Because it's not going to give you a strong foundation to build upon whatever you want to build. You know? Yeah. It's very important to, oh, you're like, I want to do this, but tomorrow I do this. Right. It doesn't work like that. But we're living in a time and a culture now where with social media, nobody has the attention span anymore. So they're jumping. No one's crafting it. You know what? But they will learn that they have to do it if they want to be successful.

1:17:26I know. When you hire, I know you said what you look for when you hire people. But have you noticed in the hiring now, it's more difficult to find the people that have that work ethic that you came with from Romania, that very few people, unfortunately, I've noticed for myself, they don't have that same kind of grit. Yeah, but I think at the end, they will figure out. No, but have you noticed when you're hiring people or looking? People are different. You will find some people and young people as well. You'll find people that they constantly, they want more and they think every year they will go to another company because they will be better.

1:18:08But at the same time, they are so amazing young people that really want to learn. In my opinion, if you're young, you should learn as much as you can and do more than your job description. Yes. Do not stick like, oh, this is not. No. I agree with that too. Do much more. When I started and I was working for that salon owners, I used to clean their station because I wanted to be close to them to learn how they talk to the client, how it wasn't my job description, but it didn't matter. I wanted to learn everything I could from my clients. I will ask questions. And you know, another advice that I will give everyone, do not be afraid to say, I don't know.

1:18:54Can you help me? I want to, I don't know this. Can you help me with this? I mean, to ask for what you want. Ask for what you want. People are, people are. What can you get? No, I'm sorry. I cannot help you. But hey, you will find one day somebody that will help you. I wrote a whole book on this. That's why I think it's funny. Like you never know unless you ask. Absolutely. The answer is always no if you don't ask the question. Absolutely. Who has helped you, you think, the most in kind of helping you catapult your career? In terms of advertising, Oprah, for sure. Oprah for the media, yes. And then what?

1:19:28Then my daughter, of course, we build this together. So Oprah helped you with the media. Yes. Your daughter helped you with the product. And not only Oprah, but Oprah is on top of the list. Well, at the time, nobody was bigger than Oprah. No, I mean, she was everything. A juggernaut. Like, you couldn't even come close. if she mentioned your name. Do you remember Sarah Blakely in Spanx? Of course. It was kind of that same time. Of course. If Oprah mentioned you, you were then, that was it. Do you remember Sprinkles? She said the word Sprinkles. Hold on. Do you know how Sprinkle came on board? No.

1:20:01So my salon was in Bedford and Sprinkle was there. I was at Le Pen Quotidien and next to my table was this couple like kind of drawing some, like what are you guys doing? Like, well, we are renting the space. We'll do cupcakes here. And at that time I said, oh, nobody eats cupcakes in Beverly Hills because it's the sweets. Everybody's skinny. Everybody wants to be skinny. It's like, no, we have a good recipe. Okay. So she sent me a red velvet cupcake. Oh, I became obsessed with red velvet. Oprah came in to get her eyebrows done and she used to go to a yogurt place next door to my space. that kind of went out to business.

1:20:45And she was like, oh my God, I can't believe they don't have the yogurt anymore. I was like, Oprah, forget about the yogurt. Go and go get some cupcakes, red velvet, the best you have ever had. She went there, she became obsessed. She had the cupcakes on her shelves. That's it. And that was history. Yes, yes. This is how the story came. I love that story. Yes. Yes. So you basically single-handedly made Sprinkles like a massive business. Word of mouth. I'm sure my business became so big just because other people believed in me and they start talking about it. Well, you, it's cumulative. It was like 90, it was like everybody.

1:21:25Everybody, yes. If it wasn't Oprah, it was J-Lo. If it wasn't J-Lo, it was this one, it was that one. By the way, in the 90s, not for nothing, I know it wasn't like Instagram, but those models like Cindy Crawford, Naomi. Those were the people that everyone was like. Oh, everybody wanted to be like. Everybody. Everybody. Heidi Klum used to walk in with Seal, if you remember. Yeah, I remember, of course. And Seal would sing and I would do eyebrows. I mean, my salon in the 90s was the best thing to be in. Oh my God. I wish I lived here in the 90s. Oh my God. People were lined up waiting for hours to get them in line for their appointment because I had a line of appointments and one with waiting lists.

1:22:08So if somebody will not show up for the appointment, I will squeeze in a walking. And you will be there and Naomi Campbell will walk in or Oprah Winfrey or, I mean, every celebrity possible. Everybody. It was so much fun, but it was nice, you know? It was nice. Yes. I liked, I missed that time. But then the paparazzi start showing up in front of the salon and that ruined the whole thing. Yeah. That did ruin the whole thing because that was a whole other era that then started. Yes, yes, yes. Did you do Britney Spears too and all those girls? No, I never did. Never did those ones because that was also around the same time.

1:22:49Yes. But I remember when J-Lo, when she did her I'm Real, do you know that whole, when she just came out with that after Selena? Yes. And she was so massive. I think that was also when you were like. Yes, I was with Orbe. He was doing her hair. Oh, yeah. And Scott Barn her makeup. Scott Barn does her makeup. And I was doing her eyebrows. Yeah, we used to do those shows together. Do you have any other story like the Sprinkle story? I love that. People are going to love those stories. Yes. Well, I don't know. Any other business that you can think of that you single-handedly launched without even knowing it?

1:23:28You know what else was the book, Do You Remember the Secret? Of course. Of course. So one day I'm doing eyebrows and this woman, beautiful blonde comes in. And I don't know, she had the bindi here. And I said, because she was so blonde, didn't look like she was from India. And I said, where are you from? She's like, well, I'm from Australia. And I said, wow, beautiful. What are you doing here? It's like, well, I have a secret. I have a book. I have the secret. I said, what's the secret all about? Well, you know the secret. It's kind of your secret, what you were able to achieve. She knew all the story with all practice.

1:24:12I, you know, this, I'm talking about 2005 or six. And she started telling me about her book, that she was in LA. She was looking to launch her book in US. And I thought like, wow, this is a great story. It was beautiful, the book. So Oprah, oh, in 2006. So this was in 2005. In 2006, she takes 200 of her friends in South Africa, and she opens her school in South Africa. And we spent New Year's Eve there as well. And I'm with her producer one night and we start talking about and they were looking for subjects or things that are so interesting for their show. And talking with Lisa, one of the producers, like this woman, I think you should get the book.

1:25:09You should read the book. It's so amazing. And of course, she invited her on Oprah show and Secret became like the biggest thing. Do you remember? Do I remember? You know, it's still a phenomenon. Yes. And then after a secret, she wrote another book, the same lady. I forgot the name of the book and I am on her book as well. And that book, my name is there. What's the book called? The other one. I forgot the name. I will give it to you. So wait a second again. So you're telling me that you're the one who told Oprah about the secret. Not Oprah, to the producer. Right, but the producer is the one who bought it on the show.

1:25:47Yes, yes. And what I'm telling you is the secret to this day is still a massive phenomenon. By the way, if it wasn't for Oprah, because that was the whole thing, that book would never have been known. Absolutely. Absolutely. Yeah. These are big, these are huge. These are like major things that you're like uncovering. But it's worth of mouth. Like, you know, one of the things that I like to do is just to help people because I think it's important. I like to connect. I mean, remember I had. so many clients from every industry possible. Yes. And talking with them, I always like to connect women. Yeah.

1:26:26I like to call it like, oh, I want to do, I don't know what business. Okay. Let me see. Let me think about it. Who is the person that could help you on that? And I love to connect people. You're a connector. Yeah. I love it. I love to see people doing business and win. I love it. I do too. I love that you love it. That's a really beautiful quality. I love to help and I want to see people successful. Even on my street, when I used to be there, I used to send business to every single store there. Because to me, if everybody business, it's thriving, everybody is doing well. Yeah. That's a great attitude.

1:27:07You know, what's on your street that's beside you that I go all the time. Go Greek. I love that. Do you ever go there? Yeah, not that much. It's very low sugar, I know. It's a lot of sugar, I know. But it's the best frozen yogurt. But whenever I walk by, I see you, your Anastasia, and I see that place. Anything else you want to share? I think we shared everything. Oh my gosh. Well, you are amazing. Thank you. Thank you so much for having me. No, I really loved meeting you. I love this podcast. You were such an inspiration, not just like to everyone, not just to women, actually, because guys who listen to this podcast, like who have ideas, but really it's just the fact that like anything, like never count yourself out.

1:27:51You never know. You've got to at least, it's just belief in yourself. You have to believe in yourself and you constantly need, at least I like to grow. I like to learn. I still like to learn. I want to do, I'm starting a new project next year. I want it. I want to. Where are you starting? I restructure the company. I want to do more. I want to be. What's the next thing? I'm in 50 countries. I want to be even more than that. Well, how much more? Everywhere. I want every woman on planet Earth to have one of my products at least. I'm sure they do. Obviously not yet. Maybe not yet. So I think to me, it's very important to constantly be a hustler.

1:28:42I love it. I love the game. I do too. And I have one last question. Do you think that it's something that's in your DNA? For sure. Right. Or can you teach someone to be a hustler? Can you teach somebody grit and just tenacity? Can you teach that? You could teach. I mean, I have a lot of people around me that work for me for many years. I have one girl, Andrea, and of course, my daughter is like the epitheme right now of the greed. And she's like me, like even more than me sometimes. But she has you as a mom. It's not that she, like people, kids learn by watching more than listening, by the way.

1:29:25For sure. 70 % more. For sure. So she had you to look at as a role model. Pretty good. And I have Luca, my niece that work with me, Andrea that works in Europe for me for like 15 years. So I have a lot of young women around me and men as well. Chris, I have another guy. I like younger people to kind of mold them because I see potential in them and they have to be willing to work hard. Yeah, yeah, yeah. So if you see they have a work ethic, then you'll take them on. Yes. Wow. Anastasia Suare. Thank you so much. I love this. I want to see you again. Thank you. I really think you're great. Thank you so much.

1:30:09I appreciate you. No, you're welcome. Guys, a book is called Raising Brows. Well, not or. You should grab the book. It's great life lessons, business lessons, but also on Instagram. But I don't have to tell you because you have like 20 million people. No, I have my personal. It's called Anastasia Suare. Oh, okay. I didn't even know your personal. I have less people because the other one is run by a team of wonderful people that I work with. But you could follow Anastasia Beverly Hills or Anastasia Suare and TikTok as well. And it's wonderful. Thank you so much for... Thank you. And the reason why I wrote this book, I'm not a writer.

1:30:54I don't... This is... I like to make money. Yeah. Finally, you said it. Okay. Yes. I love it. But I wrote this book just because I want to kind of inspire people to follow their dream and to understand, because I put there everything there that is not easy and what it takes to get from nothing to where I was able to reach the height in 2018. I think it's a gift that I want to share with everyone. And it's a good gift. Yeah, it's a good gift. Because you are the real thing. You're not, you know, I don't. Yeah, you're not a fluffer. And you're not a manufacturer. So yes. Thank you so much. Thank you.