Photo: Courtesy of Anastasia Beverly Hills
Known for sculpted eyebrows, Anastasia Beverly Hills (ABH) has changed the beauty landscape. Founder Anastasia Soare developed the Golden Ratio Eyebrow Shaping Method, a revolutionary technique that has been defining beauty since the 1990s. However, ABH isn’t solely Anastasia’s endeavor—it’s a family business. Her daughter, Norvina, leverages her social media expertise, helping the brand amass over 19 million Instagram followers. Today, this dynamic duo oversees a US$500 million (approximately S$670 million) global enterprise.
What’s it like to see your daughter thrive in the business?
Anastasia: When I relocated to the United States, I worked up to 18 hours daily, six to seven days a week. I felt guilty for not spending more time with my daughter. I believe the absence contributed to Norvina joining me; I cherish her support. Norvina possesses an innate talent for beauty. Over the years, she assumed more responsibilities, gaining experience in every area of the company. She created the Norvina Collection, a sophisticated creative make-up line, and now serves as our president and creative director. I take immense pride in her accomplishments.
Norvina: As a child, I would accompany my mother to professional make-up stores, finding the artistry behind make-up enchanting. As ABH flourished, I aimed to translate theatrical make-up looks into everyday wear. I have held nearly every position at ABH, starting at our flagship salon’s front counter.
How has your mother-daughter relationship changed while working together?
Anastasia: Naturally, we’ve faced challenges. Disagreements happen, but I can’t envision it any differently. Collaborating intimately with my daughter has strengthened our bond. Providing her with a clear direction has been among my proudest achievements. I am pleased with what I’ve accomplished (with ABH), but ensuring her happiness is my true fulfillment.
Norvina: I’ve been working alongside my mum for as long as I can remember. With years spent on both creative and business fronts, I have grasped her beauty vision and helped shape our brand identity. Our deep understanding and trust in each other’s ideas create a uniquely special synergy.
How do you both support each other personally and professionally?
Anastasia: We are both highly dedicated to our work and the processes involved. Not everyone comprehends that, but Norvina and I have a shared understanding because this is our life’s passion. I remain deeply involved, and even now, we test every batch of brow products prior to approval. If anyone understands how to operate ABH while keeping its interests aligned with our mission, it’s my daughter.
Favorites of Anastasia & Norvina
Beauty Balm Serum Boosted Skin Tint, USD 72, ANASTASIA BEVERLY HILLS.
Click here to buy.
Blurring Serum Blush in Hibiscus, USD 50, ANASTASIA BEVERLY HILLS.
Click here to buy.
Satin Lipstick in Dusty Rose, USD 37, ANASTASIA BEVERLY HILLS.
Click here to buy.
This interview has been edited and condensed for clarity.
This article originally appeared in Elle Singapore.
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