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Anastasia Soare, the CEO of Anastasia Beverly Hills, is a beauty pioneer, creative visionary, and powerful entrepreneur. Despite immigrating to the US from Romania without language skills or financial resources, Soare utilized her fierce determination and background in art and architecture to fuel her entrepreneurial vision and unique approach to beauty. In 1990, she introduced the innovative "brow-shaping" service, known as the "Golden Ratio" method, which has since become a staple and enduring category in modern beauty. Soare's leadership is characterized by her capacity to drive growth through innovation and a customer-centric focus, as evidenced by the brand's expansion beyond brows into a leading prestige cosmetics line. Her artistic talents and entrepreneurial skills are matched by her ability to connect with customers through video tutorials and personal appearances worldwide, making her an influential figure in the industry.

Claudia Soare, the President of Anastasia Beverly Hills, is responsible for overseeing the brand's day-to-day operations, product development, and marketing of their best-selling prestige cosmetics line. As the daughter of Anastasia Soare, Claudia brings her own entrepreneurial spirit and hands-on experience to the company, having worked in various roles within the organization. Recognized as a radical entrepreneur, Claudia's leadership decisions have played a crucial role in establishing Anastasia Beverly Hills as one of the world's most influential cosmetics brands. By harnessing the power of social media and engaging directly with customers and influencers, Claudia ensures that the brand stays ahead of trends and delivers top-performing formulas that meet the demands of millions of devoted followers. Her customer-centric approach and commitment to innovation have solidified the brand's position in the industry.

Anastasia Beverly Hills represents the remarkable vision of Anastasia Soare as an artist and entrepreneur, with Claudia Soare playing an integral role in aligning that vision with the dynamic voice of the brand's customers. Together, they form a winning team, driving the success and impact of Anastasia Beverly Hills in the beauty industry. Anastasia and Claudia's contributions have been recognized and featured in prominent publications such as The New York Times, Vogue, Elle, and Vanity Fair, and they have made appearances on popular television shows, further cementing their status as influential figures in the world of beauty. In addition to their achievements, Anastasia and Claudia remain committed to supporting women and children through their philanthropic work with The Anastasia Brighter Horizon Foundation, which helps young adults transitioning out of the foster care system.