When you think of eyebrows, chances are Anastasia Beverly Hills comes to mind. Founded and run by Anastasia Soare, the brand is a global success thanks to its ability to make celeb-worthy brows a possibility at home. Anastasia was in Dubai recently for the launch of her new Soft Glam eyeshadow palette and we stole a few moments of her time to chat about the new launch, how she got her start and how eyebrows have evolved from the '90s until now...

Tell me a little more about the Golden Ratio and how that came to inspire your work...

In school, I learned about divine proportion and how perfect harmony and balance could be achieved based on the principles of the Golden Ratio. I had a passion for beauty and figured that the same approach could work for brow shaping and makeup application.

Who was your first client?

In 1990, the top supermodels were clients and actresses Michelle Pfeiffer and Faye Dunaway.

Anastasia Beverly Hills

What was it like doing eyebrows back in the '90s when they were so thin?! Did you have a hard time trying to convince clients that bigger was better when it came to their brows?

It took some convincing, but when clients would see the difference with my shaping method, they could see the transformation. At that time people didn't realise that their eyebrows should be thicker and that they needed product to see the difference and create the appearance of a fuller brow.

Why are eyebrows so important?

Eyebrows are important because they have the power to shift emotions on the face. With the perfect shape, they add balance and harmony to the face.

What's the biggest mistake people make when it comes to their eyebrows?

Over-tweezing. But, it's not the end of the world — like any other beauty mistake you can overcome it with the right products.

I believe that women in the Middle East look amazing with naturally full eyebrows — opting for a high arch complements their beauty as well.

Do eyebrows matter for men as much as they do for women?  

I do believe eyebrows should matter to men.

Following the huge success of your eyebrow products, you then expanded your beauty range — was this always the plan or was the success of your initial products a surprise?

I didn't think about it that way, my mind wasn't fixated on success. It was a passion, something I discovered and wanted to share. I believed in it and it took me 20 years of not giving up. When you plant the seeds with your passion and determination, your wildest dreams appear. With the introduction of Instagram, it became easier to reach beyond and I'm grateful for that.  

The world of eyebrow maintenance might seem daunting to some — what advice would you give to a woman who wants to dabble in products but isn't sure where to start?

Watch our tutorials and read about the method. I've thought through it so that anyone could explore the tools and understand colour and shape. Start with stencils and brow powder, or freehand with the brow definer.

Anastasia Beverly Hills

What are your thoughts on the beauty aesthetic (and in particular, the brows) in the Middle East?

I think they are born with exceptional eyebrows, beautiful hair, gorgeous eyes, and amazing cheekbones. I believe that women in the Middle East look amazing with naturally full eyebrows — opting for a high arch complements their beauty as well.   

What new products are you launching that you can tell us about?

Soft Glam is our latest eye shadow palette. It has every shade I love to use and the colours blend beautifully. We also introduced Powder Bronzers and I love every shade. They look gorgeous on the skin.

The Anastasia Beverly Hills Soft Glam eyeshadow palette is now available to purchase at Sephora. 

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