The Women

Anastasia & Claudia Soare

Founder & President of Anastasia Beverly HillsLOS ANGELES, CAPhotography by Lauri LevenfeldStory by Lauri Levenfeld

Anastasia Soare built her beauty empire from the ground (or brows!) up. She created everything that her company is today from hard work, persistence, passion and perfection. Anastasia Beverly Hills is the leader in every creation and product, and its success comes from products that are produced at the highest quality and effect. When it was time for her daughter to join the ranks, Claudia quickly fell into line. Not only has Claudia been instrumental in expanding the companies’ interests and vision, she has contributed to the growth via social media and ABH currently has 2.4 million eyes on Instagram.


Anastasia…First and foremost, I am a woman. I am also a mother, a daughter, and a business owner. Along with my daughter Claudia,  I have built the global cosmetics brand Anastasia Beverly Hills.

It definitely started with “work life”. Before coming to the US, I went to cosmetology school because I figured I wouldn’t need to be proficient in English in order to work here as an esthetician. Sure enough, I was lucky to get a job at a beauty salon shortly after my arrival from Romania.

I was working all the time- learning the language and perfecting my craft (at the same time) because I had to support my family. All I wanted was to be the best at whatever I was doing. I wasn’t thinking at that time that my work life would eventually become my life’s work. I consider myself a pioneer in the cosmetics industry because I made eyebrows the key to improving one’s appearance. However that was never the target in mind, it became such through me constantly improving my craft, studying and working long hours.


I am inspired by… 


People. I am an outgoing person and I enjoy the company of people from all walks of life. Every person has something interesting to share and I’m always open to learning new things. I also think that social media is such an incredible tool to use, not just to share my work but to also see what other people are doing and find out what inspires them. I’m a bit obsessed with instagram. It’s fun, and we can help other artists launch their careers. We currently have over 2 mil followers and counting.


Nature. It is such a cliché, I know, but I’m such a hyperactive person and I can’t stand still for long. I enjoy walking and hiking, and I draw inspiration from the colors and the smells that surround me. This translates directly into my work and my hobbies.

Art. I’ve always loved art whether it’s fashion, photography, painting, architecture, or interior design, etc. It moves me in a visceral way. To me,  art is the unspoken universal language. I studied technical drawing when I was in college.  And all throughout my upbringing, my mother being an incredible tailor, I learned from her about proportion and fashion. She used to have me design dresses for her clients, so I always had pen and paper with me. My newest obsession is wallpaper. I remodeled my entire house so I can have wallpaper on the walls. I use it as a form of expression, through its dimension and dynamism. And being a fan of Feng Shui I incorporate those elements in the choices I make.


The best advice I would give… 

“Life is like a bank account.
Whatever you put in, that’s how much you will get out.”

It’s a lot of pressure to try to fit in your mother’s shoes. I learned this from my daughter, as well as, from my own experience growing up. My hardest moments being a mom were the teenage years. My daughter is and always has been very independent. At 18 she wanted to live by herself and was going out a lot with her friends. Those years were tough for me because I was working 12 hours a day and I was constantly worried about my daughter. But I’m glad that she did do all that when she was young. Now I can barely get her to go home from the office at 9pm.

My icons are Coco Chanel, Oprah, Brancusi and Picasso. And all four for the same reasons. Each has created a trend, a brand that was original and ahead of its time. People try to imitate it, to get inspiration from it, but no one can surpass the mastery these icons have achieved.

Claudia’s Q&A…


1. Who are you and what is your profession?
Claudia Soare- President of Anastasia Beverly Hills


2. What is it like working with your mom?
It’s great, it is an extension of our family dynamic. Everything is Persia, fast paced and we get to spend a lot of time together.


3. When did you first begin your journey into becoming an entrepreneur?
Right out of high school, I began working at the Anastasia salon in Beverly Hills.


4. Was the beauty industry an industry that has always interested you?
Actually no. Growing up I was very active in theater and I always imagined myself pursuing acting.




5. As a women, have you faced any challenges?
Yes especially when faced with large international retailers. As a young woman it’s challenging to be taken seriously, but that has changed considerably in the last 3 years.


6. What has been your biggest accomplishment to date?
Not making a mistake that could have severe financial and public relations impact on the brand. It sounds far fetched, but its easier to create these complications  than you’d expect.


7. What’s you one piece of advice you would give to women entrepreneurs?
Don’t get comfortable knowing what you know today. Strive to learn new things about your industry and consumer daily, and never lose touch with the young generation as they are the pulse of most any business.

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One thought on “Anastasia & Claudia Soare

  1. Hello Anastasia and Claudia Soare!!! Nargis here from India. First and Foremost a THANK YOU and LOADS OF LOVE….Mmmuuuaaahhh…. I want to say I see every single blog and Vlog of ABH. U are giving all women a sense of beauty and satisfaction to all the women all around the world.. HatsOff to both of u.. Last but not the least, Plzzzzz launch ur brand in India. I will be obliged to you!!!

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