The 60-year-old US billionaire businesswoman’s eponymous brand Anastasia Beverly Hills began with a Beverly Hills salon in 1997, with a focus on eyebrows.
Anastasia, who was born in Romania, wanted to fill a void in the beauty market when she realised that “back in the 90s, no one was paying attention to the eyebrows”. It is hard to imagine now, but back in the pre-Instagram era, there were no products made specifically for the arches either.
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Also known as the Eyebrow Queen, Anastasia’s training in art school gave her the unconventional set of tools she used to formulate her patented hit method of brow-shaping: the golden ratio, which has become a popular point of reference.
She said: “I remember when my teacher taught me how to change the emotion of the person I was sketching by simply changing the shape of the eyebrows. I was also introduced to the concept of the golden ratio.”
Using this method, Anastasia is able to factor in the bone structure to sketch out the best shape for every face to achieve perfect symmetry.
“When you do portraits, you shade to create dimensions. That’s the (same) reason when people use make-up,” she said. For the beauty mogul, that was her “a-ha” moment – when she realised that everyone has a different face and hence would use make-up differently.
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Now, she presides over her own beauty empire – Anastasia Beverly Hills is available at all Sephora stores – and has amassed a huge social media following of 18 million on her brand’s Instagram account, which she manages with her daughter.
In her two-decade career, the chief executive has tended to the arches of celebrities like Jennifer Lopez, Oprah Winfrey, Penelope Cruz and “all of the Kardashians”.
Here are some of her insights: