Transcript of Episode 529: Anastasia Soare: The Discipline That Built a Billion Dollar Brand and Why Obsession Beats Balance

Hi, guys. It's Tony Robbins. You're listening to Habits and Hustle.

Crush it. Before we dive into today's episode, I want to thank our sponsor, Momentus. When your goal is health span, living better and longer, there are very few non-negotiables. One of them, quality. And when it comes to supplements designed for high performers, nobody does it better than Momentus. Momentus goes all in on NSF certification, which means every single batch is tested for heavy metals, harmful additives, and label accuracy. That's why they're trusted by all 32 NFL teams and top collegiate sports dietitians across the country. Here's the thing. They don't sell every supplement under the sun because they believe in nailing the basics with rock solid consistency. Those basics are protein and creatine. Momentous sources CreaPure, the purest form of creatine monohydrate available. An absolute must for both men and women who want peak physical and cognitive performance. If you're serious about leveling up, go to livemomentous. Com and use code GEN for 20% off. Just act now. Start today. Gen for 20% off. Livemomentus. Com. Okay, so I know I say this a lot, but this time, I'm really excited about the guest. We have Anastasia Suare. Is that how you pronounce your- Anastasia Soire, but you could pronounce the way you want.

Anastasia Soire. Anastasia Soire. It's much more elegant.

Like the party.

Yeah, I'd love a soirée because I think the party. Yes. Who is exceptionally impressive. You meet a lot of people who are very successful, especially in LA, New York, all the major But what you've done from literally nothing, nobody has handed you a thing, is unbelievably impressive. You are the epitome of what habits and hustle is all about. It's true. I'm telling you.

You should put my picture there.

I was going to say, you know what?

Or maybe you should put pictures of all your people that you interview, and they were hustlers.

You know what? That is an amazing idea. Of course. I wish I would have thought of that idea. It's okay. This whole wall should have been full of all the people- People that inspire you and they are hustlers. You would be in the middle of that wall.

I don't know where, but- You know what?

After we finish this podcast, I'm going to take a picture of us. You're going to be my first picture.

You should do it around it. This is how you have. Yeah, you should put it everywhere.

Yes, because you have that eye for esthetic. I should hire you for lots of things in my life, like fashion, beauty. You know what's ironic, too, is that I'm so bad in the beauty department, the fashion department.

That's okay. We all have different skills and different qualities.

It doesn't matter. Well, no, I was going to say, you're somebody I would love. I know all about you because when I first moved to LA, was it in 2001, 2002, you were already majorly... You were really popular. Yes. And all A lot of people in my life and my friends would always tell me about you. At the time, I was like, you were charging a lot for eyebrows, more than I was. I was paying $10 at a local place. It was such a thing for me to go see you. It was so hard to get an appointment with you. Impossible. And then I had three different appointments, and each time I had to reschedule them, and you had to give them to someone else, you don't know this, because I had to leave town for work. I never, ever I've never ended up ever getting my eyebrows done by you. So it's one of those things in life that I'm very upset about. That's okay. But anyway, it's wonderful to have you. And your story is, like I said, her book is called Raising Brows and Like I said, your story is so inspiring.

So if you're somebody who is an entrepreneur or just starting or want to be an entrepreneur or have an idea, this is the podcast you should be listening to. So how do we begin this journey? So you were a girl in Romania who, cut to 30 years later, has a multi-billion dollar empire that started with just doing eyebrows. That's basically how it started.

Yes, started with eyebrows.

Can you just talk about just at the beginning of your evolution, your journey, you were this girl living in Romania. How did you get to LA? Why did you come? How did you get here? It's super difficult.

I lived in a communist regime, and by the late '80s, the life was very difficult in Romania. My dream was to come to United States, and specifically, Hollywood, Los Angeles. Always. Always. Always. Why?

Were you just very enamored?

A few reasons. The government used to shut our electricity off, and we didn't have heat in the winter. So it was so cold in the house, and I never wanted to move anywhere else other than Los Angeles because I knew the weather is beautiful. Then I had a VCR in a few bootleg VCR tapes with few movies. It was Beverly Hills Cap, a pretty woman. I was dreaming of all those shops on Hollywood, on Rodeo Drive, Color Purple, and Chinatown. My dream was to come to Los Angeles. My husband was ship captain. I convinced him to defect the ship in Italy and go to American embassy and ask for a political asylum. He came here, and after two years and a half, I was able to come.

So it took you two and a half years to get the proper paperwork and- The passports from Romania.

Yes.

Was it true that you then got your esthetician license in Romania?

Yes. While I was waiting, my husband suggested to go to beauty school because I didn't speak the language, and he knew that it would be difficult for me to find a job. And esthetician was a job that didn't require perfect English. And I went to beauty school in Romania. I came here and I started working as an esthetician doing facial and body waxing. And I I couldn't believe that nobody paid attention to eyebrows. In Romania, of course, my aesthetician used to tweeze my eyebrows because that was the fashion pencil, thin, round shape because it was not a guide. I bought a camera and I start taking pictures of me and my family, and I realized that I look surprised in pictures. I remember my art teacher talking about the importance of eyebrows when you draw a portrait. You want to change an emotion, you change eyebrows. We had several study, especially Leonardo da Vinci, that used golden ratio on creating a proportion of the face when he draw all his art. And not only the face, but all his paintings, he used golden ratio. It's a a formula that human eye is encoded to recognize that perfect balance in proportion when somebody uses golden ratio.

What is it exactly?

Well, it's a mathematical formula that exists in nature, in architecture, and obviously on us, on the human body, human face as well. When you create, and I realized that, eyebrow is one of the most important feature of our face, that if it's shaped correctly, could bring a perfect harmony with the rest of the face. I start developing a technique on eyebrows. And later on, using the same technique, I realized why we use makeup. I mean, every brand was out there with products, but nobody explain why to all of us why we use makeup. It's exactly what I learned in art school. You start drawing a portrait using the pencil on a white paper, and you put more pressure or less pressure, and you create shading on creating eyes, cheekbones, lips. So makeup basically is like an art class. You use makeup, the dark color, to minimize certain part of the face, which is contouring, very important, and light color to enhance certain parts of the face. So basically we use makeup to create a perfect balance in proportion of our face or our feature, and you create an illusion of perfect balance in proportion.

So it's incredible.

I incorporate science with beauty, and I give answer to my own questions because for me, it was very important to understand why we use makeup, why eyebrow made me look different, made me look surprised. You know what I mean? Yeah.

I think you were the first person. I think before that, that's when I came to LA, I'm Canadian. We all got our little eyebrows wax, whatever. But I never, ever... Eyebrows was never a thing, ever. And then I feel like when you became popular, you created an entire industry.

A category in the beauty industry, for sure.

But there was nobody else. I feel like you had a lot of copy cats after you.

Yeah, but you know, an imitation is the perfect-100 %. Flattering, yes.

Because I remember going back, when this is now 25 years ago, people would be like, Oh, their big claim to Fame was they worked at your place, they learned your technique, or she's similar to Anastasia. There was a guy named Damone, I remember.

You know what? I went, I visit France and was a small little village. I went there for an event. Walking on the street there was a store, Sourcil, which is only for eyebrows. And I just stopped for a second and I thought, I can't believe how many jobs were created because this crazy idea that I had.

It's unbelievable.

Do you know what I mean? Around the planet.

Around the planet. No, I know because it's To this day, by the way, everything is about the eyebrows. You revolutionize the way people even think an eyebrow is beautiful, the dark, thick eyebrows. And so many people, me included, because we pluck them wax them so much, you don't have them anymore. But in a way, you actually change what beauty is. Look at all the people who are considered to be the most beautiful women in the world. They all have these full eyebrows that really started 30 years ago. Yes. Isn't that crazy?

Yes, crazy. I have moments when I think about it, and I'm proud for this incredible idea and what I started But it's incredible how nobody thought of the eyebrows.

Nobody. The only thing ever with eyebrows was Brook Shields in 1970.

Yes, she had very thick eyebrows. Right. Beautiful.

Yes. But by the way, back then, nobody thought they were beautiful. So something happened between when she was popular and when you came on the scene, you made that look people psychologically believe that's the beautiful look. I agree. Isn't that crazy? I think about the fact that nobody ever thought like that. And then makeup became... People started to structure makeup and how to do makeup around eyebrows.

Around eyebrows and around the golden ratio, around the idea. I think everybody... And Instagram really helped because it was easier for us as a brand to talk about and to educate our consumer. And it was important. And everybody start looking and thinking, Okay, why do I use this? Oh, let me see how I use the contouring and how I blend. That's very important. Exactly. And if you think about it, it was a perfect progression of everything. From 2012, I started going around the country creating products and offering the clients products to create that perfect eyebrow shape. Now, in 2012, Instagram, we were the first brand on Instagram to talk about our products was the first beauty brand with the presence on Instagram.

I don't even get there yet. Wait, we're in 1998. No, I know. What you've done since then has been just like 100 extra business.

It was a natural progression. I think we're prepared to a certain moment in evolution of everything that was happening. And we came and was easy for us to, Oh, yes, we have Instagram right now. Okay, let's talk about, let's educate our customer.

But you already, before 2012, you already had the most elite- Clientel. Clientel. Clientel. Clientel. Yes, for sure. But by a landslide. For sure. Can you just tell people how you even built that? Here we are. You're now from... Well, fast forward, you come here from after waiting two and a half to three years for your passport. You got a little space, and then you worked for a bunch of Romanian estheticians, correct?

No, I worked for two ladies, Giovanna and Yuta, for a year and a half. A year and a half, okay. And then I wanted really to do eyebrows, and they didn't allow me because at the beginning, it used to take me 30 minutes to do eyebrows. Thirty minutes? Yes. And it financially didn't make sense for them. I understood that, but I really believed in it. I decided to rent a little room, a Juan Juan salon here on Wiltshire Boulevard. I started doing facial body waxing and eyebrows as well. And by '96, I realized that because I was mixing some aloe vera with eye shadow and Vaseline to create the perfect shape because most of women overtweets their eyebrows. And everybody will come back and ask for the products because after they will go home, take a shower, their eyebrow didn't look like when they left the salon.

A hundred %, yeah.

And I realized that I need to create products. So everything was very authentic, though. I created a solution for the problem because I think that's very important.

That's a great point.

When you create a business, you need to have a solution to a problem. So the client over tweeze, I I needed to offer not only the service, but I needed to create a product line that my client will be able to use that.

Okay, but even before then, so here you are in Juan Juan, and then you open up on Bedford, which is, by the way, still there. Yes. How many people work at that place now?

Like 15.

15 people. Yes. And there's a whole training system there, right?

For sure. The girls there are maybe working there for 25 years. Really? Yeah, 25 years, 20 years, 17 years. Once they start, they never leave. Unless they move out of town.

What was so special, though, about no matter how many people you train and everything else, everybody wanted you because you were the OG, you were the original. How did you even start to gain momentum? Here you are, now you're in this place. How did you get your first celebrity? How did that happen? And then what What was the the ripple effect? Yes.

I start having the supermodels because in the '90s, if you remember, supermodels were the ones on cover of all the magazines, not the actresses. I used to work with one of my client was an agent, and she starts sending me the supermodels. Cindy Crawford, Naomi Campbell, Stephanie Seymour, those gorgeous, beautiful, I mean, the most beautiful women that I have ever seen in my life. And after I started doing that, Michelle Pfeiffer used to be my client, Faye Dunaway. Everybody. I'm talking about 1990. And then in '92, I started working with Jennifer Lopez when she started Selena movies. And then Madonna, Sharon Stone. I mean, everyone. I mean, it was really really something that... Because you know what? There were not that many boutique salons in Beverly Hills or in US. No. I started in a way that need or the skill that... In the '89s, when I came here, in 1919 even, the only aesthetician were Romanian, Russians, or Hungarian. All the East Easter block. I don't remember, or Italians, but mostly from the Easter block. And there were not that many American aesthetician because it wasn't a skill that they thought is glamorous enough.

They will make money. You know what I mean?

Totally.

Then it became such a glamorous- Yes. That everybody wanted to- Because of you?

Yes. Because you were the first one to break out of the mix.

Yes.

To a huge level. I mean, this is why I remember you, because I'm not a beauty person. I'm embarrassed right now sitting here because my eyebrows and my makeup, I don't know how to put on anything. But I followed and tracked your story because that's what was impressive. Because that can be... You could be selling a widget, it doesn't matter. It's the relentlessness and the work ethic and how you did it and very strategic. And even now, here you are, you're probably knocking down millions of podcasts because that's your personality. You want to get your book out. You want to promote something. It's like that's who you are.

I'm constantly reinventing. You know what? What people need to understand is not... You need to enjoy the journey every day. That I wake up, I have I'm extremely strategic. I'm extremely competitive. I want to be the first. I want to do better. I compete with myself more than with anybody else. Because to me is important. I want to create the best product to give the best service, I always want to win in one way or another.

Well, you have. One, basically.

And reinventing constantly because every year is difficult. I mean, we went to a a completely different and difficult time of business during COVID. Then we went through the COVID, and now I'm restructuring the company. And this is another chapter that I'm so excited because it's so much more to bring to the table.

Well, then here you are, right? You have all these celebrities. So all the supermodels then brought you notoriety and fame. Yes. They write They validated my work. They validated your work. They weren't getting you the... Because at the time, there was no social... No one knew about that. Exactly. You had like Star magazine. Was the best kept secret in Hollywood.

They validated my work, but my everyday clients, this is what is important for me to share with your listener. Of course, the celebrity were amazing. But to me, everyday clients, I treat them like they were my celebrities. To For me, every client that wasn't in my chair was important. I wanted to create the best eyebrows. I wanted to give 100% of my work and my skills. I think this is one of the secrets why I build such an incredible business because my passion and constantly wanted to bring something more, something better than I did last year.

Do you know what I mean? I do know what you mean. But you also had momentum because the celebrity piece gave you the momentum. Absolutely. Because we didn't have Instagram and all these things, so you get JLo, and then what happened? Did she say something about you in Vogue?

In magazines. I used to go Every morning, not every morning, at least once a week, I used to do TV shows. I mean, news. Yeah, like news segments. News segments. Do eyebrow before and after because eyebrow is something that is so quick. I used to shape one eyebrows, and it's like an instant gratification.

Yes, exactly.

So it was so easy for me. I used to go there seven o'clock in the morning, eight, and then I will go to the salon and start working. That was one. Then all the beauty editors used to come because they wanted to have their eyebrows. So they needed to know what is new in beauty industry. So, of course, so many magazines will write articles about Anastasia and my clientele, of course.

Did it happen pretty fast? Because you came here, you went to- I started in '90 as an aesthetician in a salon.

In '92, I rented a room. From '92 to '97, I worked in that room where I build- Oh, for five years, you were at Juan Juan? Five years at Juan Juan. I worked seven days a week. You did? Literally seven days a week.

What time did you start?

I would start at 9: 00, 8: 30, and I would stay until like 9: 00, 10: 00 back at night.

Wow. You must have done a lot of eyebrows in a day. Yes.

But not only at that time, I used to do facial and body wax.

Oh, all the things? Yes. Was anyone at this point coming to you for anything else besides eyebrows? I feel like they were actually Yes.

Facial, body waxing, and everything else. Yes.

So when did you only start doing just eyebrows?

In '97, I opened a salon and I start hiring an aesthetician just to take over the leg waxing and facials. And by probably '99, 2000, I started doing only eyebrows.

Only eyebrows. Yes. And so you were now... So now you're just From 12, 15 hours a day just doing eyebrows, and then these TV segments. When did you have your first product then done?

In '99.

So you already had that. Where were you selling it then, back then?

First, I sold in a salon, the products. Then Nordstrom, because there was so much buzz about the celebrity clients, approach me and they want me to sell in Nordstrom. So in 2000, we start selling in Nordstrom.

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I was selling at Nordstrom's, Sephora in 2007, Ulta in 2007 or '08. So we already, by 2012, we had the products in- What did you have at that point?

You had the eyebrow stuff? Yes. You didn't have makeup yet, though, right?

When I opened, this is something as well to share with your listener. When I opened, I had a full makeup line. When I started selling at Nordstrom's, we sold all the makeup, but I realized I didn't know I have to pay for the makeup artist, and I couldn't afford to pay for the makeup artist. So I convinced Nordstrom to have a brow studio with an aesthetician. The aesthetician will shape, wax the eyebrows, and they will get paid for the service. So I kept only eyebrow products, and I pulled out the makeup because I couldn't pay. I didn't have the money to pay for the makeup artist.

You didn't have the money back then?

No, because nobody wanted to invest in eyebrows. Nobody believed eyebrows is a business.

So when you went from 2000 and 2012, were you Are you funding the eyebrows yourself, the makeup? Yes. But then where did it go? Because we'll get to the 2012 when you start with social media. How many employees did you have between 2000 and 2012?

Maybe 20.

20 employees?

I mean, besides on the product line in the salon, I had 15, maybe.

So was it really in 2012 then when you went from like- In 2012, we started having presence on Instagram.

By 2014, my daughter decided to make the contour kit and a kit with contour color, highlighter and contour. I have that. Yes.

That was your daughter who did that?

That was my daughter. And we sold that in two hours. And then Sephora wanted. We sold Sephora as well, online as well. And she decided to do the makeup.

So Wait, because your daughter, I saw something that you fired her because she was late at work.

Yes, the salon.

The salon. So your daughter now is the President, right?

Yes, she's the President of the company.

Of the company. So was it your daughter who catapulted it?

With Instagram, of course. With Instagram, and it became- And the makeup products. She started developing the makeup products.

So were you personally still doing eyebrows full-time?

I did eyebrows until probably Probably 2017, '16, '17 in the salon.

Really? Yes. Full-time?

Full-time.

So if I were to make an appointment, I can get an appointment with you? Yes. Okay. How much were you charging for eyebrows your last year working when you were there?

I can't even remember. I think 200, which for my status, I could charge $1,000.

I was going to say people would come for $1,000.

Yes, but it didn't matter. I wanted just to have a number of Just because I wanted to stay connected to my client. They were very important to me. Every day clients. I have clients that they are my clients for 30 years. Oh, I know. They are still coming to the salon.

I know. You have Oprah still coming to you. Yes. But everyone talks about Jennifer Lopez, price that comes to you. I saw that Kim Kardashian. I mean, literally, everybody- But to me, it's very important.

I develop a relationship with my client. I care for them. I I'm not a superficial person.

What happened then? Why in 2017, did you finally say, Forget, I'm not doing it anymore?

Well, in 2018, we got a partner.

You sold a piece of it.

I sold a piece, and we started expanding internationally. I start traveling so much. I couldn't be in the salon. I hate canceling clients. I cannot make a commitment, and I don't even know what I'm going to do next month. When I have to travel all over the world, it's very difficult to make appointments in the salon. So I realized I had to give up in the salon.

Would you say the pivotal moment in the business or your career was Instagram in 2012?

For sure. But if you think about it, again, I think opportunities are always, but you need to be prepared when the opportunities are there. I started with Dibros. I I invented eyebrows. Okay, I work really hard to bring attention for 10 years. I used to travel around the country, Nordstrom, to shape eyebrows. Then Monday night at 2: 00, I will be here in LA, and at nine o'clock, I had to be at work. So I work very hard. Luckily, in 2012, we were prepared. We had everything, the products, the technique, everything laid out. And then we were able immediately with Instagram to educate the consumer.

So if it wasn't for your daughter, who came up with the idea to do the contour kit? Your daughter, you said?

Yes, my daughter.

So if it wasn't for that, where do you think your business would have been? Because at 2012, you weren't thinking of Instagram. You were still doing the eyebrows. You sold the eyebrow kits.

Eyebrow, eyebrow products, everything. Anything.

And those were selling really well, by the way. Very well, yes. How well were those selling before 2012? This is a business podcast, so we want to know- Well, I think we have only eyebrow products.

We used to sell at like 100 million, maybe.

So just the eyebrow alone, you were pulling in a hundred million in revenue a year. Yes. Up until what year?

2012. 2013, maybe even. 2014 changed. And 2014- Because we start launching the makeup slowly.

So once that contour- The contour, and then in 2015, we had more products for an almost a complete line.

And that was... 2016 was- Next level.

Next level. If you don't mind me asking, you can not answer it. So you went from 2012 to a hundred million. And what was it like in 2016?

Tripled.

Tripled that? Yes. And What gave your daughter the idea of doing the contour kit? Was she watching all the- Well, because I always...

We used to have our education team, and she was definitely in the marketing. Everybody had five hats to do everything because it was a very lean team. So I used to tell them and educate them. This is very important. People need to understand the customer, how we send them the message of Yes, why eyebrow is important. But makeup is as important as eyebrows, and contouring is one of the second most important after eyebrows.

So you knew this already?

Oh, yeah. That was in our education. Yeah. So you knew about this whole thing. She said, Mom, Everybody... I mean, it wasn't that we invented contouring, but she said, Let's put... Because the consumer doesn't know how to use it. It's very difficult. Let's put the... The makeup artist in Hollywood, they were experts in contouring, okay? But the everyday consumer didn't know. So let's put the contour colors, the three of them, and highlighting colors in the same kit. I said, Okay, let's see how that works. Of course, with education, how to do it. It was incredible.

It was. I will say, because I don't buy makeup, I bought that because it was for a dummy. If you're not somebody who knows how to wear makeup, my friend was like, You need to buy this kit because What was very interesting when we had the contouring and powder.

First was powder. That's what I had. Then me and my daughter, we used to be obsessed with the TV show. Wow.

Runway?

No, no, no, Runway. The drug race, okay.

Rupaul?

Rupaul drug race. We were obsessed with that because for us as artists to see somebody that takes features, master masculine feature, and transform into feminine in very soft feature, that's a lot of talent. We created the cream contour because cream contour is a little more deep than the powder contour, and they knew how to do it. So we start creating makeup for them, and we became sponsor. Like really early on, not too many people knew about drug race. Yeah, now it's huge. And this is how it's huge, and we continue to be a support for them. But they were the first one to... They understood contouring because to transform a masculine, a strong feature into very soft feature, you need to know how to use contouring. It's the most important thing.

It's the most important thing. Yes. But are you a makeup artist? You're not a makeup artist, though, right?

Well, I did make up, but- But are you now?

Because you have an eye for obviously the symmetry. The proportion. Yeah, proportion. Technically, you would say you're- Yes, I did make up.

I don't do it anymore.

Your skin looks great, though. What do you do for your skincare, too?

No, I don't, but I use skin care. What are you using?

When I walked out, you look like you're like 35 years old.

Thank you. I use many brands. I use Barbara Stern. I use SkinCeuticals.

What's your regimen? I want to know what your beauty regimen is.

Oh, my God. So I, obviously, I use cleanser, toner.

What kind does it matter or you don't care?

Yes, of course, it matter.

I thought I just wanted to see if you're going to say it because some people say it doesn't matter for cleanser.

No, I mean, I am picky about my skincare routine.

I'm sure.

Then after I use a lot of serums from skin ceuticals, Phyto and vitamin C or ADH. Then after that, I use the cream, so I have night time. During the day, sometimes I use La Mer. I like to change because I feel like my skin gets used to a certain type of skincare routine, and I always like to change. I like Barbara Stern. She has beautiful line. So I use a lot of products. It's very important for me, my skincare.

Well, your skin looks great.

Thank you very much.

You're welcome. Are you going to get into skincare? Because if you have beautiful- We used to have, believe it or not, we used to have skincare.

I don't even remember how many years ago, maybe 15 years ago, we sold at Nordstrom. But again, we had to pull out because I realized to sell skincare, you need to have marketing money and you have to have people, salespeople. Not with makeup?

I thought with makeup, too, you need to have- Yes, makeup and- It's a whole new team of people. Exactly.

And we realized that we pull out and we sold only in the salon for a little bit, but maybe in the future, of course.

So when you in 2018, when you sold a minority portion, correct? You kept on as you guys, you're basically running as the same business, right? So they're just helping you with money and with international, correct? Yes. So when did your daughter become such an instrumental part of the business? Was it in 2012?

Yeah, even before. But I think Instagram gave her the chance to start the makeup line. And then the marketing, the product development, slowly she became involved in every single aspect of the business.

Was she as much... Because you're obviously someone who's very... Like your work ethic. You come from some place where you had to work hard to be successful. Successful. You didn't have a choice. You had to be resourceful and you had to be a hustler, so to speak. How about your daughter? Because did she grow up... How old is your daughter? I don't even know how old she is.

She is over 30. But my daughter, let me make it easy for you to understand in your viewers, she earned that position. I'm not the type of person that I will- That's what's going to happen. You don't seem it. No. I fired my daughter because she was I'm not going to do any. I think I was harder on my daughter than all the other employees. Really? Yes. Because I didn't want people to think that she gets in that position just because she's my daughter. And every position, she worked in every department because I wanted her to understand every department, how it works. And my daughter, when she started, I used to call her in the morning when she will be late. And I would beg her, Get out. Come here right now because you are late. Now, I call her 10: 00 at night, and I like, You have to go home, okay? Really? Yes. You have to take a vacation. I mean, she never took a vacation until maybe last year. Yeah, last year.

So she basically inherited- She's a workaholic. Like you. Yes.

So you both are the same. I think she works even more than me. Really? Yes. You know why? Because, for For instance, when we start working together, I had to promise her I will be the face. I will do all the events. My daughter doesn't like to go out. I used to beg her to go with me for Oscar or events or like, no.

She doesn't want to do any of that.

She didn't want it, no. She said, You will be the face. I will be behind the scene. I don't want. I don't like to be in the woods.

Yeah, in the spotlight.

In the spotlight, I will be... She's shy, probably. I mean, not probably. She was. I don't think she is anymore. But she started working really hard. I think making the makeup, giving her that project that became her baby, gave her the confidence and the pride of when you do something and you put so much heart and love into, I think that becomes a passion that nothing could stop you from continuing to invent and do so many amazing things.

She's done a great job. I mean, the makeup line is taken off. It's beautiful. It's beautiful. It's taken off extremely well. Does she have a family, too?

She has a boyfriend for seven years.

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No, we don't have a problem.

Don't tell me how you balance life with the work.

Trust me, I hate when people... But I have to ask that because people always say, How do you balance it? I don't think there's such a thing as balanced. I think if you want to be incredibly successful at something, there's no such thing. But with that being said, I think you need to be obsessed, not balanced.

Correct.

Were Were you just so obsessed with... Was that just what you lived, bred, ate, drank all the time?

Absolutely.

What would you tell somebody besides the fact that there's no such thing as balanced? What What would you tell somebody who's trying to have a business that they're trying to get off the ground? But this is the caveat, who doesn't have a celebrity clientele, they can get momentum, they're not living in LA, in New York, wherever. What would you say the number one skill is that they need to harness to be successful?

I think they need to figure out what can they do for the consumer for every day. It doesn't matter who they are, how they will market that, how I will let you know what my skills are, what I'm offering. And now with the social media, for sure, they have so many more real estate to present their whatever products. Of course, they are so much more competition. No question. But you need to think, what's your point of difference? What is different about you? How you deliver the product? Why your product? This is what you need to tell me. Why your product is different? Why do I need to buy your product?

When someone asks you that, what would you say about your product?

I have the best quality products. I have a technique on how to shape eyebrows that nobody has it. I invented the eyebrows, and I constantly reinvent my products. I want to create a better delivery because technology is very important to align with the labs that they could use technology, and I could relaunch a product that probably 10 years ago didn't have the technology. And now I will relaunch it because I want you as my customer to have the best delivery, the easy, best product and easy to use.

What would be like someone like... What's the hero product now? Someone like me who needs to get the- The Browiz.

The Browiz, our hero product. What's it called? Browiz. The Browiz. It's a thin product that- Because I'm going to tell you the truth.

I went to Sephora to buy that or buy something from the Ibra. There's so many different kinds. I got so confused. I didn't know what to buy, and I left the store because there's like, Oh, there's like 50 different kinds. What is the one for someone who doesn't know anything about makeup- Brow is. It's called brow is.

It's easy.

Yes. How does it work? You just put it on?

Yeah, just put it on. You could go on our Instagram, Anastasia Beverly Hills, and we have so many tutorials, so many videos. You will step by step, you will see how you could use it.

But what if people can't grow them in and they have to shape them with the brow is?

But you have good eyebrows. You need to fill in underneath a little bit more to be a little bit thicker, a little bit, not too much. And then you could create hairs like strokes. Again, we have videos you could watch. So many. So easy to use.

I'm thinking about this as you're talking, and I don't even know. Honestly, Who's even in this? Do you even have competition in the brow?

I don't even know what one other person. Yeah, I mean, every, but now every brand has eyebrow products.

Right, but nobody has- But it's different. No one's a personality in eyebrows. No. There's nobody. I still can't think if there's a lot of makeup artists. Yes, it's true. A million makeup artists that come in and out, whatever. Of course. And I really can't think of anybody who's an eyebrow person. You have facialists who are very popular in the moment, and they turn over. Yes, for sure. But till this day, I don't think there is one other person that came close in popularity. That's crazy.

I know.

Do you ever think about that?

No, I didn't even think now that you're talking about But why is that? Is it because the eyebrow is the most difficult thing to crack?

It is. But why? What makes it so much? In 30 years- You need to understand.

I'm talking about technical design. I'm talking about skills that and my eye is totally encoded, totally different. I think it's trained. I do this for 35 years. Yeah.

But even so, I'm thinking about even in the makeup world, right? Now, That Mario guy is very popular. Mario.

Makeup by Mario.

Makeup by Mario. Yes. But you also have... Scott Barnes was really popular. Kevin Kwan was very... I know. But now he's the big guy. You would think and In 30 years, one other person would have come out with some technique that worked. I can't think of anybody. It's really unbelievable when you think about it. It's true. It's remarkable. Then iterating, what would you say another... If I were to ask people that work for you, what would you say that they would say was the one quality about you that made you you?

Quality? I think my discipline, my work ethic my resilience. I think probably living in for 31 years in Romania in such a difficult time, you You develop this skills of surviving and trying to find resources to do better, to create a better environment for you. I think those are Very important things. And as well, I think another important thing about me is that I always see the half full glass, not half empty glass. Oh, you do? Always. And I always believe that is a solution to every single problem, and I will find it. Even if every door that I will encounter is close, I will find a way to find another one that will open for me.

What was one big failure that you had when you were building this empire?

There were so many failures.

But what was one big one that you thought the business was never going to make it?

I don't think that way. I never thought that way. It never was even on the- No, I will find a way. Every single, doesn't matter how difficult it is, how disastrous it sounds or look like, I always believe that I will make it.

When you hire people, would What do you look for?

Discipline. I like people that are not superficial. It's one trait that it drives me crazy.

It's interesting that you say that. Why? Why? Because your whole world is is revolved around beauty and Hollywood. And you're saying the one thing that you don't like is superficiality. We're both living in the bubble of the world.

But I don't think people in Hollywood are superficial. I think they want to portray themselves, and they have a lot of pressure to look the best, to be the best. It's a lot of pressure. That's not being superficial. Superficial.

That's true. Stop being superficial. But when people think of LA and Beverly Hills and celebrity, they think it goes with superficiality or vanity.

Yes, but it's not. Vanity, yes. But I don't find anything wrong with being.

No, no, no. By the way, nor do I. And I also think the people that rise to the top are the ones who are not that way. But the outside world doesn't see it that way.

Of course. How you explain then that every Everybody from every city on the planet Earth that has a skill wants to come to Hollywood. Please explain to me that.

Because it's the panacea of we're dreamed. Do you understand? Yeah, of course. I know. But it's funny because we're talking about to be the most beautiful beauty and glamor. And so when you say that, it just sounds funny, but it's true. I think that everybody wants to be beautiful, and I think that people don't admit that that's important.

Of course. That's what it is. It's a completely different story.

That's what I'm saying. Everyone doesn't want to admit that. My point is everybody is superficial, but they pretend that they don't care about these things.

Yes. But on the other hand, people have different priorities. Yes. And it's okay.

That's true.

If having this outlook of, Oh, I need to have the best hair, the best makeup, the the best eyebrow, the best clothes. If this is not for you, not your priority, it's okay.

Yes, exactly.

I'm not judging anyone.

But by the way, it's good. Even if you like those things, and you can also be a kind person, a nice person who's smart and able to do all those things. Absolutely. Yes, I agree.

Absolutely. It has nothing to do.

Nothing to do with it. I know. I just find it funny. Okay, so anyway, we're like, I totally agree with you. So you would say that... I forgot the question now. When we're talking about superficial, you were saying, oh, when you hire people, you don't want people to be superficial. Yes.

And I want people that are really serious about their work. They have a work ethic. It's very important because being in my business, if you have schedule the next month every day and you call me at eight o'clock in the morning that you cannot, I don't know, you got in a fight with your boyfriend, you cannot show up for nine o'clock first appointment and the whole day is ruined. I mean, of course, could happen to anyone, but- No, no, no.

You know what I mean. No, no, no. But I think that... Of course, I know what you mean. So you look for people who have a strong work ethic. Correct.

And talented, because this is a talent. You need to really have skills.

How do you train somebody for this?

Oh, just trained. In the salon, every single person that was hired, I will interview. They needed to have skills already. They needed to know how to wax eyebrows, and then we'll take it to a different level to the Anastasia way because they will come like, Oh, I do eyebrows for 10, 15 years. Yeah, no. You need six months to learn our way.

You say the golden ratio. What is your thing? What do you see when you look at somebody?

Well, when you want to shape eyebrows, the eyebrow, to simplify this whole theory, the eyebrow for almost everyone should start above middle of inside of the nostril, outside corner of the nose, corner of the eyes, that should be the end, and tip of the nose, middle of the eyes, that should be the highest part. And of course, the inner part should be lower and higher towards the end. I designed stemples, and just using the pencil and fill them in with powder, you could see the map of what will be ideal for you based on your bone structure. So it's a whole procedure and a whole technique that the girls are trained. When they have the first-time client, they go through this whole process walking the client to understand how they're keeping the mirror, how exactly they have to measure the eyebrows and then how to follow up the next day.

Yeah. I mean, but still people still can't get it right like you. Have you got your eyebrows done by her before?

No. No?

Really? Oh, wow. Okay. Let me ask you this. It skyrocketed in 2012 with your daughter. Does any other family members work with you?

A niece, one of my niece, the only family member that wanted to come here. Oh, really?

Nobody came here?

Nobody wanted to come. Yes. Really? And she worked with me in finance department.

So it's you and your daughter, you're the only two that are doing this business together, and then everybody else. How many employees now do you guys have?

I think we have like 250-ish, maybe 300. Because we have in Europe a lot. A lot in Europe?

And all over the globe. All over the world. Walk me through a day in the life now. Now? Yeah.

I wake up at 7: 00, 7: 30. That's my sweet spot. Okay.

Are you married? No. Dogs? No.

I'm available, though, if you know. Available?

Okay. You are. How are you available? You're such a prized. I don't I know why, because you're never available. You're available because you're never available. We're going to fix that.

I wake up at 7: 00, 7: 30. The first thing, of course, I grab my phone, check my emails, text, Instagram, WhatsApp, because most of the people in Europe are on WhatsApp. Then I make myself an espresso, no sugar, no cream, just black. Then if I don't have a Zoom very early in the morning, because sometimes Asia or Europe will have 8: 00 or 7: 30 because it's late there, I could work out. I would work out for Half an hour at the beginning. And then during the day between Zooms, I have, I don't know if you have that in my office, I have that amp. Amp? Is a- Amp?

Weight machine. Are you saying that as a joke right now? No. Did Did you hear that? Yes. Do you have it? Yes. I'm obsessed with it. I know. I love it. It's the best thing in the world. The best thing, yes. And nobody knows about it yet. Really? First of all, it's the most beautiful, esthetically beautiful.

I was showing the opera. It's like, you need to get one of this.

You got to tell Oprah to buy one of these things.

Oh, I did. I show her. It looks so beautiful.

Beautiful. And by the way, it's so smooth.

So smooth and it's perfect.

It's perfect. Nobody knows about it yet.

Between Zooms, Zooms, I work out because anyway.

That's what I do, too. With that amp. Yes. Have you tried the Eccentric and the band, or you just do the fixed? No. You do all of them? All of them. Do you do the workouts that they give you on the app?

No, I do it on my own.

On your own. This is hilarious. I'm so surprised to hear you say this. I got to tell them.

Girl, I like to be in form. I want to be cutting edge with everything.

You are. The fact that you knew about this. Of course.

No, it's been for a year. You know, they just- I told Sophia Vergara. I told Oprah. I don't know if Oprah bought it, but- You told Sophia? Sophia got it.

Oh, my God. You should be a spokesperson for them. This is hilarious. No, because it's the best... That's a best kept secret that nobody knows yet. I agree. And you know already. Oh, my God, that's hilarious. Okay, I love that. You know this. Okay.

So I work out in between. I do a treadmill for like 35 Five minutes. In the morning? In the morning, yes.

What treadmill do you use?

Regular treadmill.

You should use a Woodway treadmill. Which one? Woodway. Best one. Yes. Because it's the one that's like with the treads.

We don't have time to tell you the story. I ordered one and it was a disaster. Really? But it didn't receive the... Anyway.

Tell me afterwards. I want to know. Okay.

So I do that. I work out, and then I do my Zooms, my meetings, I'm zoomed out, to be honest, because we used to have in Century City a huge office. And during COVID, we pay so much rent. And then after COVID, nobody wanted to go to the office anymore. So everybody's remote. And we have Zooms nonstop. I'm zoomed out.

Just say, no, you're the boss. Just say, no more Zooms.

No, it's important. I need to talk without.

No, but what you can do is have just phone calls, no more Zoom, so people can move around.

Oh, no, it's easier.

No, I need to have. You'd rather have the Zoom? Yes. Don't you rather walk and talk? Just sitting at the computer and talking.

No, I don't like it. I need to see somebody. Yeah. Okay. So then at 12: 00, 1: 00, I make my lunch. What do you eat? I cook myself. A simple salad with fish, grilled fish or grilled chicken or grilled steak once in a while, or with rice, some vegetables. Like healthy. Healthy. Very healthy. Then Then Zoom again. And by 6: 00, then if I have to get ready for dinner, I will go for dinner. I go to see my mom. My mom lives five minutes away. So every day I go and see her, spend a little time with her, and then I go to dinner. And always they have to be linked to a business. You know that?

Yes, of course I do. Yeah.

Otherwise, if I don't have to do that, I want to stay home and do some research.

Really? Yes. Did your daughter live close by to you, Yes. Can your mother believe what happened with the... What does your mother say? She's so proud.

She's very proud.

Does she even understand the magnitude? How old is your mom now? She must be... 92. 92. Does she even understand the magnitude of what you built?

Yeah, right now, probably not, but she did.

It's pretty incredible. When did she move here? How many years ago?

She moved maybe 20 years ago.

Wow. So she did see what was happening with you. She must have been like, Oh, my God.

You know, the funny thing is that every summer she used to go back to see her sister, brother. We have a big family there. And she used to go there and say, Oh, Anastasia is huge there in America. They used to like, Come on. It's like you like to brag about, We don't believe you. Eyebrows. This was at the beginning. Eyebrows, this is not that serious. No, I promise you. She's so famous there. This Jennifer Lopez comes to the house and Naomi Campbell kisses me. Nobody used to believe her. Then, of course, when they start catching up with the TV and all the Western Civilization.

Wow.

They're probably like- That's very funny.

They must be the... When they're like, Oh, my God. Who is the one celebrity that really catapulted your career then?

Oh, Oprah. No question about it. When I I was on her show in '98. It was like my Oscar moment, how I talk about in the book. Yeah.

She's been a big advocate for you. Oh, huge. I think because you would go on the show and you would do people's eyebrows.

I did her eyebrows. In October, we had 1,200 people in an auditorium, and she interviewed me for the book. It was incredible.

I remember. I also saw a clip of your daughter when they called on your daughter. I love that clip, by the way. Yeah, you do? Yeah, I thought that was really nice. I like the dynamic between the two of you. And I do like your daughter seems like a really real person. I did notice that. Like no bullshit. Oh, no. She's like a... She's like, cut through. Like a real person. Yeah. Personally, I like that. She didn't seem like this foofy- Oh, no, not at all. She's spoiled.

She's all business.

She doesn't screw around either.

I did not spoil my daughter. I was very tough on my daughter. Yeah.

Yeah, you said that.

Really tough. Sometimes I think I was a little bit too tough. Really? Yeah. Because I always wanted people to understand that she earned every position in the company, number one. Number two, I really wanted her to find the purpose and to love what she does. And I think you do that when you really start loving what you do. You become confident and it's easier to... Because when you live in Beverly Hills in Los Angeles, it's not that easy as a young person. No, it's not. And when your mother is Anastasia, that's another thing that Did she realize at the time?

Because she said, Well, she's 30. But so, yeah, so you were already a big deal.

I was a big deal. I knew how to avoid that because my mother in the city that we live, she was like a big celebrity. I was always Victoria's daughter. Anastasia didn't exist, was Victoria's daughter. In a way, I came here just to find out who I was, what I'm capable of. I wanted to find myself. I think that's why I let Claudia to have her project and take the credit for because I wanted her to be confident that she worked for it and she earned everything she did.

Yeah. Well, it seems like she really did. She did. Yeah. In Romania, then it wasn't like you were living in the projects, really. People think about Romania or there, and then it was like you were dirt poor. No, no, no. You were not. Oh, we are not. You had a nice life. Yes.

Was just very hard to live there because people lived in a lot of poverty. I mean, they didn't have electricity. We We didn't have ourselves to.

You did not have electricity?

No. They will stop the electricity from 6: 00 to 10: 00 at night.

Oh, so you only had it up to 6: 00? Yes. Really? Yes. Okay, so tell me other thing. How else were you living? You were like, that is not But then it's not okay.

It doesn't matter what huge property you have. If you don't have electricity, what do you do? Then people didn't have food. Of course we did because my mother was smart enough to have clients that they were influential in Communist Party, and they used to deliver food for us. But it didn't matter. I didn't want to see other people that they couldn't afford or they didn't have food for their kids. Life, it's not about you. You cannot leave around people that they live in so much poverty, not poverty that they didn't have. You could have money. You couldn't buy anything.

You couldn't buy anything.

You know what I mean?

Yeah, it's really unbelievable.

Bread milk for the kids.

Why? It's just a mess.

The President was such a crazy, crazy man, and he wanted to pay all the debt Romania had. He wanted to have zero debt And he destroyed the economy and everything that people... And you couldn't say anything because they would put you in jail.

Yeah, put you in jail. So when you went back now for work, what was it like going back there?

Well, I go back, not every year, but I go there regularly if I'm in Europe. And it's different, obviously. They don't have those problems anymore. No.

It's not America.

It's not America.

What would you have done if this didn't work out? Did you have a plan B?

Yeah, I could go back to Romania.

Well, yeah. But if you did... Okay, so would you have gone back to Romania if this didn't work?

It's funny that you remember 94, maybe you didn't live here, but in 94 was an earthquake here, like major, where I used to live in Sherman Oaks, and the townhouse that I lived was destroyed. I got so scared. I wanted to go back to Romania. So in the summer, I remodeled my house there. I had a gorgeous house on the Black Sea, and I went there with idea to buy the furniture. And after I will buy the furniture, the house will be ready. I will move back. And after a week, I realized I could never live there. Yeah, I know.

By the weather in itself.

It's not only the weather, but I couldn't be connected to the people, to everything.

You've changed probably so much since that day.

Yes.

Would you ever live anywhere but here? Do you spend time anywhere besides Los Angeles?

Not for travel. I spend time in Paris. Because our headquarters in Europe is in Paris.

Here in LA, it's- Here is here.

Here in LA. But I love the weather here.

I know. That's why most people are still here.

Unfortunately.

Trust me. I know. If it wasn't for the weather, I think a lot of people, including me, would not be here. Correct. It's the weather that keeps It keeps everybody here. If people go to Miami- I tried Miami during COVID, I couldn't know. I think the humidity is terrible. Not only humidity, but- I know. The tornado.

The tornado. Yeah, I can deal with that.

People are forgetting all these things, and then they go there. And they're like, Oh, yeah. They're like, we're leaving. We're coming back. But the problem is, of all the evils, LA is the best because of the weather. For sure. Even though the tax is, but that's a whole other problem altogether.

And it's not that safe anymore.

That's a whole problem. It's a real problem.

A real problem.

Yeah. La is not... Since COVID, LA really went downhill. Yes. 2019, it was very different than it is in 2025 or '26. That's true. It's You know I'm all about finding an edge, the small daily habits that give you more energy, focus, and resilience. But that's why I am hooked on Manna vitality. Most people are mineral deficient, and that means low energy, brain fog, slow recovery, and dull skin. But Manna flips the switch by giving your body a complete spectrum of minerals It actually knows how to use. We're talking Shilajit from the Himalayas, Ormus from the Dead Sea, and marine plasma from the ocean, plus amino acids and 88 other trace minerals. The benefits are real. We're talking steady all day energy, sharper focus, faster recovery, a stronger immunity, plus glowing skin. But the biggest win, it fuels your cells for real longevity. Think of it as a cellular switch formula, not as a stimulant, but the raw power your body needs to create energy and repair itself. Try it now, and I bet you'll be hooked, too. Go to monavitality. Com and use code Jennifer Jennifer 20 for a discount. That's mannavitality. Com, M-A-N-N-A, vitality.

Com, and use code, Jennifer 20. Is there anything we want to talk about that we haven't covered in your notes? What else you have in your notes?

No, I think we got almost everything.

Is there something that we forgot?

I think your habits and hustle. I mean, I'm the epitome of hustling and there's no way. And you know what? I think the most important part of my success is that I really believe my mother always told me that I'm smart and I could learn everything I need to and I could do whatever I want. And that stays with me even to this day. It's not one project that I will sit and think and I will find a solution to solve the problem. The way I will describe business, because many times I'm like, Do you get stressed? I'm like, No, because it's business. The way I look at business is every day you need to solve problems. This is the business.

I don't think everybody's cut out to be an entrepreneur.

And they shouldn't.

That's the misconception. I think what's happened in time is that that's become glamourized. It's like being an entrepreneur. It's sexy and hot.

Yeah, it's sexy and hot. It's not. It's not.

And not everyone has the personality and the stomach for it. It's hard.

It's very hard.

Yeah. And you need to get really good at failing a lot and being- Absolutely.

Struggling. Get up and start again.

Start again. It's the resilience.

It's the resilience. You fail, you start again, and you try another road. Yeah. And again and again and again until you win.

Yeah, that's what it is. But people don't have the stomach for it, but they don't want to... Nobody wants to work for anybody anymore. Everybody wants to be their own- To be an entrepreneur. An entrepreneur and their own boss. But What it takes is you eat what you kill. So it's a very difficult mindset if you don't have that stomach, basically.

No, for sure. For sure.

That's what I've noticed a lot. But you said something I think is really important is that your mom believed in you. I think that also makes a big difference.

Very big difference.

Because my mom also believed in me. I feel like it gives a child a real sense of confidence and assurance that they can do it. Absolutely. Belief in themselves.

I remember my daughter was young and I like to cook, and I'm really good at it. Really? Yeah, very good.

I'll come over for dinner.

One day, anytime you could come. I have a lot of dinners, and I like to cook as well. Good. I'll hold you to it. So one day she wanted to do pasta, or I don't know, she wanted to cook. I walk in her kitchen and there were 20 cups and she had measure salt. And she went like, What are you doing? It's like, Well, I'm trying to cook. I want to do this recipe. And it was a disaster. And she said, Mom, do you think it's bad that I'm not good at this? I was like, Absolutely not. You don't need to be good at everything.

That's so true.

You need to stay focused and be good only what you feel like you are the best. It's like, don't stress about.

I'm such a believer in that. When You did with your... You're a perfect example of that because you leaned in to what you're exceptional at, which is why it's successful. Of course. Too many people try to be too many things. Everything. Yes. And then they're nothing to nothing. And that's where the problems begin. If you just really hold in- Stay focused on one thing. One thing.

And do it the best. Master your craft.

That's the best advice, I think, because that's exactly where people get really lost. Then And it just all dissipates. That's a really good point. Give me one more. Give me one more- Well, I think-anastasia-ism.

Another wisdom, I'm sharing what I went through. When I started Everybody was asking me like, Oh, what was the best tip you got? Or how much money? Look, of course, I wanted to make money. I wanted to pay my bills. I said, Of course. But that wasn't my goal. My goal, I wanted to be the best on what I was doing. I wanted to do the best eyebrows. I would work until my nose was beating just to be the best on what I was doing. And always, always try to be even better than you were a year ago.

Really? How did you perfect it, though? Just experience and practice?

Practice, practice, practice. Always.

I mean, it is incredible. I mean, you did have a lot of practice. I mean, how long does it take you to do a set of eyebrows now?

Well, now five minutes. Five minutes. But it took hours and hours and years of studying. And I wanted to really understand what is behind, like every hair, how important. You know what I mean? Totally. It's like you need to go really deep. Don't be superficial because it's not going to give you a strong foundation to build upon whatever you want to build. It's very important to, I want to do this, but tomorrow I do this. It doesn't work like that.

But we're living in a time in a culture now where with social media, nobody has the attention span anymore. So they're jumping. No one's crafting it.

You know what? But they will learn that they have to do it if they want to be successful.

I know. When you hire, I know you what you look for when you hire people. But have you noticed in the hiring now, it's more difficult to find the people that have that work ethic that you came with from Romania. Very few people, unfortunately, I've noticed for myself, they don't have that same grit.

Yeah, but I think at the end, they will figure out.

No, but have you noticed when you're hiring people or looking- Yeah, people are different.

You will find some people, and young people as well. You find people that they constantly they want more and they think every year they will go to another company because they will be better. Or it will be better. But at the same time, they are so amazing young people that really want to learn. In my opinion, if you're young, you should learn as much as you can and do more than your job description.

Yes.

Do not stick like, Oh, this is not... No.

I agree with that, too.

Do much more. When I started and I was working for that salon owners, I used to clean their station because I wanted to be close to them to learn how they talk to the client. It wasn't my job description, but it didn't matter. I wanted to learn everything I could from my clients. I will ask questions. And another advice that I will give everyone, do not be afraid to say, I don't know, can you help me? I don't know this. Can you help me with this?

I mean, to ask for what you want. Ask for what you want. People are- What can you get?

No. I'm sorry, I cannot help you. But hey, you will find one day somebody that will help you.

I wrote a whole book on this. That's why I think it's funny. You never know unless you ask. The answer is always no if you don't ask the question. Absolutely. Who has helped you, you think, the most in helping you catapult your career?

In terms of advertising? Oprah, for sure.

Oprah for the media? Yes. And then what?

Then my daughter, Of course, we build this together.

So Oprah helped you with the media? Yes. Your daughter helped you with the product.

And not only Oprah, but Oprah is on top of the list.

At the time, nobody was bigger than Oprah. No, I mean, she was everything. A juggernaut. You couldn't even come close. If she mentioned your name, do you remember Sarah Blakely in Spanx? Of course. It was that same time. If Oprah mentioned you, you were then, that was it. Do you remember Sprinkles? She said the word Sprinkles. Hold on.

Do you know how Sprinkles Sprinkle came on board? No. My salon was in Bedford, then Sprinkle was there. I was at Le Penca Tudienne, and next to my table was this couple drawing some. I'm like, What are you guys doing? They're like, Well, we are renting the space, we'll do cupcakes here. At that time, I said, Oh, nobody eats cupcakes in Beverly Hills because it's the sweets. Everybody's skinny. Everybody wants to be skinny. It's like, No, we have a good recipe. Okay. She sent me a red velvet cupcake. I became obsessed with the red velvet. Oprah came in to get her eyebrows done, and she used to go to a yogurt place next door to my space. That went out of business. She was like, Oh, my God, I can't believe they don't have the yogurt anymore. I was like, Oprah, forget about the yogurt. Go and go get some cupcakes, red velvet, the best you have ever had. She went there, she became obsessed. She had the cupcakes on her shoulders. That's it.

And that was history. Yes.

This is how the story came. I love that story.

Yes. So you basically single-handedly made sprinkles, like a massive business.

She's a word of mouth. I'm sure my business became so big just because other people believed in me and they start talking about it.

It's a cumulative. It was like everybody. If it wasn't Oprah, it was JLo. If it wasn't JLo, it was this It was that one. By the way, in the '90s, not for nothing, I know it wasn't Instagram, but those models, Cindy Crawford, die of him, those were the people that everyone was like- Everybody wanted to be like- Everybody.

Heidi Klum used to walk in with Sil, if you remember. Yeah, I remember, of course. And Sil will sing and I will do. I mean, my salon in the '90s was the best thing to be.

Oh, my God. I wish I lived here in the '90s.

Oh, my God. People were lined up waiting for hours to get them in line for their appointment because I had a line of appointments and one with waiting lists. If somebody will not show up for their appointment, I will squeeze in a walking. You will be there and Naomi Campbell will walk in, or Oprah Winfrey, or I mean, every celebrity possible. Everybody. It was so much fun, but it was nice. It was nice.

Yes.

I missed that time. But then the paparazzi start showing up in front of the salon, and that ruined the whole thing.

The whole thing?

Yeah.

That did ruin the whole thing because that was a whole other era that then started.

Yes.

Did you do Britney Spears, too, and all those? No, I never did. Never did those ones? No. Because that was also around the same time. Yes. But I remember when JLo, when she did her I'm Real, when she just came out with that after Selena. Yes. And she was so massive. I think that was also when you were like- Yes, I was with Orbe.

He was doing her hair. Oh, yeah. And Scott Barn, her makeup. Scott Barn was her makeup? I was doing her eyebrows. Yeah, we used to do those shows together.

Do you have any other story like the sprinkle story. I love that. People are going to love those stories. Yes.

Well, I don't know.

Any other business that you can think of that you single-handedly launched without even knowing it?

You know what else was Because the book, Do You Remember The Secret?

Of course.

So one day I'm doing eyebrows and this woman, beautiful blonde, comes in and I don't know, she had the bindi here. And I said, Where are you? Because she was so blonde. She didn't look like she was from India. And I said, Where are you from? She's like, Well, I'm from Australia. And I said, Wow, beautiful. What are you doing here? She's like, Well, I have a I have a book. I have a book. I have the secret. I said, What's the secret all about? Well, you know the secret. It's your secret, what you were able to achieve. She knew all the story with Oprah because I'm talking about 2005 or 2006. She started telling me about her book, that she was in LA, she was looking to launch her book in US. I thought like, Wow, this is a great story. It was beautiful, the book. So, in 2006. So this was in 2005. In 2006, she takes 200 of her friends in South Africa, and she opens her school in South Africa. And we spent New Year's Eve there as well. And I'm with her producer one night, and we start talking about.

And they were looking for subjects or things that are so interesting for their show. And talking with Lisa, one of the producers, like this woman, I think you should get the book. You should read the book. It's so amazing. And of course, she invited her on an opera show, and Secret became the biggest thing. Do you remember?

Do I remember? Do you know it's still a phenomenon?

Yes. And then after Secret, she wrote another book, the same lady. I forgot the name of the I am on her book as well. In that book, my name is there.

What's the book called, the other one?

I forgot the name. I will give it to you.

Wait a second, again. You're telling me that you're the one who told Oprah about the secret?

Not Oprah, to the producer that worked for it.

But the producer is the one who got it on the show.

Yes.

And what I'm telling you is the secret to this day is still a massive phenomenon. If it wasn't for Oprah, because that was the whole thing, that book would never have been known.

Absolutely. Absolutely.

These are huge. These are major things that you're- But it's worth of bound.

One of the things that I like to do is just to help people because I think it's important. I like to connect. I mean, remember, I had so many clients from every industry possible.

Yes.

And talking with them, I always like to connect women. Yeah, amazing. I like to call it like, Oh, I want to do I don't know what business. Okay, let me see. Let me think about it. Who is the person that could help you on that? And I love to connect people.

You're a connector.

Yeah, I love it. I love to see people doing business and win. I love it.

I do, too. I love that. You love it. That's a really beautiful quality.

I love to help, and I want to see people successful. Even on my street, when I used to be there, I used to send business to every single store there. Because to me, if everybody business is thriving, everybody is doing well.

Yeah, that's a great attitude. You know what's on your street that's beside you that I go all the time? Go Greek. I love that. Do you ever go there?

Yeah, not that much.

It's very lot of sugar, I know. Yes, it's too much. It's a lot of sugar, I know. But it's the best frozen- It's the best. It's the best frozen yogurt. But whenever I walk by, I see you, you're at Anastasia, and I see that place. Anything else you want to share?

I think we shared everything.

Oh, my gosh. Well, you are amazing.

Thank you. Thank you so much for having me.

No, I really loved meeting you. I love this podcast. You were such an inspiration, not just to everyone, not just to women, actually, because guys who listen to this podcast who have ideas. But really, it's just the fact that never count yourself out. You never know. You got to at least... It's just belief in yourself.

You have to believe in yourself, and you constantly need At least I like to grow. I like to learn. I still like to learn. I'm starting a new project next year. I want it. I want to- Where are you starting? I restructure the company. I want to do more. I want to be- What's the next thing? I'm in 50 countries. I want to be even more than that.

How much more?

Everywhere. I want every woman on planet Earth to have one of my products, at least.

They I'm sure they do.

Obviously not yet.

Maybe not yet.

I think to me, it's very important to have to constantly be a hustler. I love it. I love the game.

I do, too. I have one last question. Do you think that it's something that's in your DNA?

For sure.

Right. Or can you teach someone to be a hustler? Can you teach somebody grit and just tenacity?

Can you teach that? You could teach. I have a lot of people around me that work for me for many years. I have one girl, Andrea. Of course, my daughter is the epithemi right now of the greed, and she's like me, even more than me sometimes.

But she has you as a mom. Kids learn by watching more than listening, by the way. 70% more. For sure. She had you to look at as a role model.

Pretty good. Then I have Luca, my niece that work with me, Andrea, that works in Europe for me for like 15 years. So I have a lot of young women around me and men as well. Chris, I have another guy. I like younger people to- Mold. Mold them because I see potential in them and they have to be willing to work hard.

Yeah. So if you see they have a work ethic, then you'll take them on. Yes. Wow. Anastasia Suare.

Thank you so much.

I love this. I want to see you again. Thank you. I really think you're great. Thank you so much. I appreciate you. No, you're welcome. Guys, the book is called Raising Brows, or you Well, not or. You should grab the book. It's great life lessons, business lessons, but also on Instagram. But I don't have to tell you because you have 20 million people on Anastasia.

No, I have my personal. It's called Anastasia Suare. Okay. I didn't even know your person. I I have less people because the other one is run by a team of wonderful people that I work with. But you could follow Anastasia Beverly Hills or Anastasia Suare. I'm going to follow you. Tiktok as well. It's wonderful. Thank you so much for- Thank you. The reason why I wrote this book, I'm not a writer. I like to make money.

Finally, you said it.

Okay, I love it. But I wrote this book just because I want to inspire people to follow their dream and to understand, because I put everything there that is not easy and what it takes to get from nothing to where I was able to reach the height in 2018. I think it's a gift that I want to share with everyone.

And it's a good gift. Yeah, it's a good gift. It's a good gift because you are the real thing. You're not a manufacturer.

I don't fluff.

You're not a flupper and you're not a manufacturer. No. Yes. Thank you so much. Thank you.