Meet The Woman Who Built A $3B Beauty Brand from $0 | Anastasia Soare

In this powerful Business Mastery conversation, Tony Robbins sits down with Anastasia Soare — founder of Anastasia Beverly Hills — to break down what it really takes to build a billion-dollar brand from nothing. Anastasia escaped Communist Romania in 1989 with no money, no English, and a three-year-old daughter. She arrived in Los Angeles at 31, started her business at 40, and went on to build Anastasia Beverly Hills into a $3 billion global company while creating an entirely new category in the beauty industry.

In Part 2 of this conversation, Tony and Anastasia go deeper into the mindset behind that success — the 12 years she spent traveling to Nordstrom stores every weekend to prove her concept, the Golden Ratio technique that revolutionized eyebrow shaping, and the relentless commitment to quality that allowed her brand to stand out in a crowded market.

They also discuss how to survive market shifts, adapt during crises like COVID, compete when others copy your success, and why the problems you face as an entrepreneur are often proof that you’re growing. The episode concludes with a powerful live Q&A where Tony is joined by both Anastasia and Spartan founder Joe De Sena. Together they answer raw questions about grit, leadership, raising resilient children, and staying hungry even after you’ve achieved success.

This isn’t just a beauty story. It’s an immigrant story. It’s a story about starting late — and refusing to quit. As Anastasia says: “If you believe in your product, don’t you ever give up.” If you’ve ever thought, it’s too late to build something extraordinary — this conversation will change your mind.

Want to experience transformational growth for your own business? Join Business Mastery, happening virtually or in person, to learn directly from Tony Robbins and world-class faculty.