Beauty’s obsession with perfect brows can be single-handedly traced back to Anastasia Soare. The aesthetician-turned-brow-artist is the original eyebrow influencer, who’s Golden Ratio brow shaping equation has quite literally changed the facial structure of millions.

Her deft technique and revolutionary approach was translated into Anastasia Beverly Hills, a beauty brand that started with brows, but has come to dominate every single makeup category. Now in its 25th year (!), it’s seen iconic products like Dip Brow, Brow Wiz and Brow Freeze fly off shelves, and has changed the at-home brow game for the better.

To celebrate the milestone, GRAZIA had the opportunity to chat with Soare about all she’s achieved, changing brow trends (and there’s been plenty) as well as the industry at large. Open, honest and refreshingly down to Earth, you’ll find Soare’s musings below.

read more: INSIDE MY ZOOM BROW APPOINTMENT WITH ANASTASIA BEVERLY HILLS

MILAN, ITALY – MARCH 08: CEO and founder of Anastasia Beverly Hills, Anastasia Soare poses for portraits session At Sephora Milano Duomo on March 08, 2019 in Milan, Italy. (Photo by Rosdiana Ciaravolo/Getty Images)

GRAZIA: The ABH brand is turning 25 this year! A huge congratulations. How are you celebrating?

ANASTASIA: 25 years! It’s been an absolute dream. Whenever I log onto Instagram, I’m blown away by our community. We have millions of individuals around the world sharing their creativity and unique sense of self. It’s an everyday inspiration, and I plan to celebrate 25 years of ABH by uplifting the artists and beauty lovers who support our mission.

GRAZIA: So much has changed in that timeframe, in beauty and in brows… but your golden ratio still stands. Why do you think this is?

ANASTASIA: Our ethos is that beauty is about balance and proportion – not perfection. This started with the development of the Golden Ratio Technique: three steps that tailor brows to your unique face and bone structure. Personalised brows are instantly more flattering, but in a way where no one can pinpoint exactly what’s different. Properly shaped and filled arches make you look alert, rested, and even take years off the face. Even now, every product we launch is inspired by makeup’s unique ability to create the illusion of facial balance, symmetry, and proportion. Ultimately, beauty is just about finding what works for you, not conforming to a homogenised ideal.

GRAZIA: On that note, the last 25 years have been huge for brows — we’ve gone from skinny supermodel brows to full and feathered. What’s been your observations on the evolution? 

ANASTASIA: Beauty has seen such tremendous growth for the individual. For a long time, there had been such a one-size-fits-all mentality for what was considered fashionable, and everyone subscribed to that — even if it meant that it didn’t suit them personally. I think today the definition of beauty carries with it a breath of fresh air, a fluidity, and most importantly, an individuality. Anastasia Beverly Hills was built on the foundation that brows are personalised to each person’s bone structure, and that this individuality is what creates harmony and proportion. People are now making beauty their own — what’s best for their features, their skin tone, their particular aesthetic. Trends will continue to rise and fall, but I’m seeing a surge for letting individualised beauty shine through.

GRAZIA: Where do you think most brow trends originate? Is it with celebrities, makeup artists, social media, or brow artists? Maybe a mix?

ANASTASIA: All of the above. Beauty trends bubble up from the current vernacular, and they sway in and out of fashion like all other trends. My recommendation is to play with styling and product application but anchor your brow shape on the Golden Ratio for brows sure to suit your face. And even if razor thin brows come back into style – don’t over-tweeze! As those of us who lived through the 90s can tell you, the hair doesn’t always come back.

GRAZIA: Can you share a few insights around some of your best-selling products over the years?

ANASTASIA: Our best performing products became community favourites because they were filling a niche within the market. When I started, no one was creating products for brows and a kit for contouring hadn’t been assembled. I look at what the community may need, and work to give them something new and innovative. Recently, this has manifested into the creation of Brow Freeze for activator-free laminated brows and an ultra-inclusive 50 shade range of Luminous Foundation.

GRAZIA: What launch have you been most proud of?  

ANASTASIA: I am proud of every single launch. I truly believe that makeup has the transformative power to truly affect someone’s life. Customers are essentially inviting us into their homes, their routines, the way they choose to present themselves to the world. It’s a very intimate experience, and I’m so proud that ABH gets to be a part of that for so many people.

GRAZIA: What’s the single biggest professional takeaway you can share with us?

ANASTASIA: Stay committed to quality, and never launch anything you’re not in love with yourself. People remember how you treat them, the quality of what you’ve recommended and created. Put your consumer first and make sure they know that you have their best interests in mind. Give them something they need and love from the beginning, because you never get the opportunity for a second first impression. I still personally test every new batch of brow products to ensure that the formula remains consistent with what our community has come to expect.

GRAZIA: I’d love to finish with your thoughts on the beauty industry at large — what are some of the major shifts you’ve witnessed in the last 25 years?

ANASTASIA: I’ve heard that the current market can sometimes feel saturated in product, but I see this as an opportunity for a positive. There are options for everyone. If you feel overwhelmed by choice, seek out reviews from people you trust. Once you know what you love, focus on those products and formulas.

GRAZIA: What’s in the pipeline at ABH?

ANASTASIA:We’re always looking to grow and innovate. As a brand, we listen closely to our community – what they need, what they would love to see. Follow along on our Instagram for first peeks into what’s next!

SHOP OUR ABH FAVOURITES

ANASTASIA BEVERLY HILLS DIPBROW POMADE, $33. SHOP NOW

ANASTASIA BEVERLY HILLS Brow Freeze, $38. SHOP NOW

ANASTASIA BEVERLY HILLS BROW WIZ, $43. SHOP NOW