Money Rehab with Nicole Lapin
Turning Brows Into a Billion-Dollar Business: Anastasia Soare on Building Anastasia Beverly Hills
21 Oct 2025
Today, Nicole sits down with the woman Oprah crowned “the Queen of Brows,” Anastasia Soare—founder of Anastasia Beverly Hills. Anastasia’s story is the definition of the American Dream: she grew up in communist Romania, came to the U.S. with $0, and built one of the most successful beauty brands in the world—now valued at a reported $3 billion. She shares how she negotiated her first business deals, what financial moves she made before betting on herself, and how she cultivated a celebrity client list that includes Kris Jenner, Jennifer Lopez, and Hailey Bieber. Plus, Nicole and Anastasia play a special round of Bullish or Bearish on today’s hottest beauty trends. Buy her book, Raising Brows, out now!
Full Episode
I'm Nicole Lappin, the only financial expert you don't need a dictionary to understand. It's time for some money rehab. Today I sit down with the woman that Oprah called the queen of brows, Anastasia Soiree, the founder of Anastasia Beverly Hills. And if you're wondering to yourself, can brows really be big business? Well, Anastasia scaled her company to a reported $3 billion valuation.
And today she tells me how she did it. From growing up in communist Romania to building one of the most successful beauty brands in the world, Anastasia shares the negotiation tactics that she used early on to get partners to take a chance on her and what financial moves she made before taking a bet on herself.
We also talk about the time she fired her own daughter, whether romantic relationships are a distraction in business, and how the heck she cultivated such an amazing celebrity client list that features names like Kris Jenner, Jennifer Lopez, Hailey Bieber, and more. Plus, we do a very special edition of Bullish or Bearish, where I ask Anastasia to rate beauty trends today.
So whether you're interested in the beauty industry or just profitable businesses, this conversation has something for everyone. All this after a word from our sponsors. I am so excited you head up to Big Sur with my husband this fall. We are celebrating our anniversary. And while I will miss the little mush so much, we are also really excited to have a little parents time. We deserve that.
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