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About Anastasia Beverly Hills


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.

Soare has achieved iconic status in her twenty-five year journey to self-made entrepreneur and American success story. She has been featured in The New York Times, The Guardian, People, Vanity Fair, Vogue, Elle, and Allure, among numerous other publications, and has appeared on such television shows as The Doctor Oz Show, The Oprah Winfrey Show, and America’s Next Top Model. Soare's belief in beauty’s power to transform extends to her lifelong work for women and children and the establishment of The Anastasia Brighter Horizon Foundation, which supports and advances the lives of young adults exiting the foster care system.


Anastasia Beverly Hills President Claudia Soare leads the company’s day-to-day operations, product development, and marketing for the brand’s best-selling prestige cosmetics line. As the daughter of ABH Founder Anastasia Soare, there may be no better-suited executive, given her own voracious entrepreneurial spirit and hands-on experience through the years, working in every layer of the organization from receptionist to salesperson to product tester. A radical entrepreneur in her own right, Soare has been credited with leadership decisions that have catapulted ABH to its standing among the world’s most influential cosmetics brands. As an early adopter of social media platforms, Soare has made an art out of knowing her customer—a bold, self-regulating approach to customer retention where products are tested and reported on in real-time by millions of captivated followers who demand top-performing formulas and visionary trends. In industry-unique positioning, Soare puts herself forward as the brand’s first line of engagement, working directly with ABH followers and influencers to introduce state-of-the-art, industry-defining products direct to consumer.

“Anastasia Beverly Hills is the crowning achievement of my mother’s extraordinary vision as an artist and entrepreneur. My task is to align that vision with the dynamic voice of our customer—we’re a winning team.”