Anastasia and Norvina Soare of Anastasia Beverly Hills on Running a Beauty Empire
The mother-daughter duo share makes their relationship tick and what it takes to build a multimillion-dollar beauty empire.
Anastasia Beverly Hills (ABH) is a name that’s synonymous with sculpted brows. After all, founder Anastasia Soare is the woman behind the Golden Ratio Eyebrow Shaping Method—a game-changer that’s been reshaping faces since the ‘90s. But ABH isn’t a one-woman show—it’s a family affair. Anastasia’s daughter, Norvina, brings a social media savvy that has landed them over 19 million followers on Instagram. Today, this powerhouse pair leads a US$500 million (about S$670 million) business sold across the globe.
How has it been seeing your daughter grow within the company?
Anastasia: When I first moved to the United States, I was working 18-hour days, six or seven days a week. I felt guilty because I couldn’t spend as much time as I wanted with my daughter. I thought maybe the absence was why Norvina started working with me in the first place; I have loved having her. Norvina has an inherent talent for the beauty business. Over time, she took on increasing responsibilities, working through every department at the company. She’s since launched the Norvina Collection—an elevated, refined, and professional creative make-up line—and is now our president and creative director. I am so proud of everything she has become.
Norvina: I used to go to professional make-up stores with my mum when I was little, and I always found make-up to be beautiful and fascinating. As ABH grew as a brand, and as I began to have a greater role in the products we were developing, my goal became to find a way to make the look of stage make-up more accessible for daily wear. Along the way, I worked in just about every position at ABH, starting behind the front counter at our flagship salon.
How has your relationship as mother-daughter evolved since working and leading the company together?
Anastasia: Of course, there have been times when it’s been difficult. We have disagreements like anyone, but I couldn’t imagine it any other way. Working so closely with my daughter has brought us closer together. Giving her a purpose has been one of my greatest achievements. I’m very proud of what I’ve done (with ABH), but I think that’s my ultimate happiness.
Norvina: I have worked with my mum my whole life. With so many years of working together in both the business and creative aspects, I can understand her vision of beauty and develop our brand aesthetic. Because we know each other so well and trust each other’s visions, it makes for a very special dynamic.
How do you support each other both personally and professionally?
Anastasia: We’re similar in that we are incredibly devoted to our work and process. Not everyone understands that, but Norvina and I share an understanding because this is our life and we’re passionate about what we do. I stay incredibly hands-on, and to this day, Norvina and I still test every single batch of brow products before it’s approved. If anyone is going to understand what it takes to run ABH with its interests and mission statement at heart, it’s my daughter.
Anastasia & Norvina’s Favourites
Beauty Balm Serum Boosted Skin Tint, USD 72, ANASTASIA BEVERLY HILLS.
Blurring Serum Blush in Hibiscus, USD 50, ANASTASIA BEVERLY HILLS.
Satin Lipstick in Dusty Rose, USD 37, ANASTASIA BEVERLY HILLS.
This interview has been edited and condensed for clarity.
This article was first seen on Elle Singapore.
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