Building a Billion Dollar Brand with Anastasia Soare and Oprah

Kim Kardashian is joining us now from. New York City. Hello. >> Wouldn't miss this. [music]. So, I remember 1:00 a.m. and she has. [music] this. light that she puts where she looks like. a miner, you know, >> Yes. Yes. Yes. Yes. Yes. We know that. light. >> And I've been in love [music] ever. since. >> Hi there and welcome to the Oprah. podcast where my goal is to bring you. some inspiration. Yes, and new ideas and definitely a lot.

of good vibrations, good energy. That's. what's important to me right now is. using my. gifts, my talents, my voice to spread. positive things into the world. So, I. thank you all for choosing to spend your. valuable time here with us. You know, I. believe the United States. of America is just the greatest country. the world has ever known because nowhere. else on Earth. could my story.

come to fruition and nowhere else could. my guest's story be realized either. Only in America. When Anastasia Soare came [music] to. America in 1989, she was 31 years old. She had no money and a baby girl on her. hip. So, let's talk about how this. billion-dollar. empire started. [music]. She started as a temp in a salon doing. facials and now heads a global brand.

valued at over three [music] billion. dollars. >> That is the American dream. >> Anastasia's here to tell us exactly how. she did that. What she taught Kim. Kardashian. >> I think it's really important for women. in [music] business. to support each other. >> That's true. >> And what she wants all of you dreaming. entrepreneurs to know. >> So, my question is around social media. marketing. >> So, I'm thrilled to be here with a woman.

I have admired for so many years and. um you know, I go around the country. speaking and I go around the world. sometimes amassed to speak in different. countries. And your story is the story I carry with. me wherever I go because I think yours. is the greatest. immigrant story I've I've ever. experienced. Anastasia Soare, who went. from escaping communist Romania to. building a billion-dollar brand. literally from her own mind and her own.

imagination and her own I mean hard, hard work. And so, this conversation today is to. talk about how she did it, how she was. raising brows. >> Yes. >> Uh and also to help those of you who are. dreaming of your own dream, who may have. felt lost in your dream, who may feel. like. um. that what you have hoped for and what. you wish for and what you wanted to do. cannot come true.

Uh Anastasia is a living testimony that. if she can do it, you can do it. So, I. met her many years ago when I heard. everybody was talking about this woman. in Beverly Hills who was working magic, changing the way women saw themselves by. changing the shape of their eyebrows and. I was like, "What? What is that all. about?" And that had me raising my own. eyebrows and I'm thinking who is this. woman? And I remember the first time I. went to Anastasia's Beverly Hills.

women were lined up around the corner. like there was free food or something. >> [laughter]. >> Anastasia, welcome. >> Thank you so much. Thank you. I. I I I have no words to thank you. for your support over almost three. decades. >> Yeah, it's almost 30 years. >> I know. >> So, I am so excited for our conversation. because now everyone can learn, I think, how you became this brilliant creative.

businesswoman. And because you have. finally written your book, Raising. Brows, My Story of Building a. Billion-Dollar. Beauty Empire. And this book is for. anybody you chasing a dream, you're striving to reach your highest. potential, this right here is the. toolkit. So, I just want to say that for everybody. who's saying, and you say this in the. beginning of the book, you say, "People. who say I don't know how to start a. business. >> Yes.

>> I don't have a college degree or an MBA. I don't speak English. No one. understands me when I talk. I don't have. contacts who can help me. I don't have. money. I'm an immigrant. I'm new to this. country. I'm too old. I'm scared." You. say what? >> Just start and and do something. Follow. your dream. Whatever you want to do. You have a dream, don't just wait for. the perfect plan, for the perfect. product, for the perfect.

everything. >> Anything. >> You just start. >> And I say this because. in in the book, you give all those. examples, but you didn't know how to. start a business. You didn't have a. college degree or an MBA. You didn't. speak English. You were new to this. country. And you were scared. >> Oh my god, I was so scared. I was crying. every single day, the first 6 months. being in America. >> Mhm. Well, you know, I started out by saying. this is the greatest country in the. world, even though we're all divided now, and.

there's all kinds of, you know, polarization, only in this country could your story. have been possible. Only in this country. could my story have been possible. And. you. describe in Raising Brows that first. moment of coming through which I mean it. made me tear up cuz I think about you. and every other. immigrant who's come to this country. You don't speak the language. >> Yes. >> And you're you have your literally baby.

>> Yes. >> on your side. You don't even know what the guy at the. passport uh. >> was talking about. >> was talking You don't even know what. he's saying. >> Yes. >> There's this moment where you describe. you see him speaking, you don't know. what he's saying, but you look to the. left and you look to the right, you see. what everybody else is doing, and. they're handing him these papers, and. you do that. >> I did that, and then uh still he asked. me something. I still couldn't. understand. The only. way I felt like I'm relief when he put.

the seal. >> That thud. >> Yes. And I thought, "Oh my god, this is. the best sound sound of freedom.". >> Yeah. That thud of the passport being. stamped. >> Stamped. >> Yeah. >> Yes. >> Tell us about where you were coming from. in that moment uh in Romania and your. choice to choose freedom cuz you were. coming from communist Romania. >> Yes. >> Your husband had already come to this. country. >> Yes. >> And.

the communist regime, the police. officers were looking for him because. they felt like he had what? Defected to. this country. >> He left the the ship in Italy. He was. captain of the ship. He defected the. ship, went to. American Embassy, and asked for. political asylum. And I had to go to the. police station to answer questions. Where is your husband? You know, what. why he he asked for political asylum. Did you know that?

Of course, I had to be interrogated. almost every other week. Um and uh it was a very dark time in. Romania. The communist regime was. oppressing everyone. >> Mhm. >> We didn't have electricity. We didn't. have food. Even you couldn't buy milk. for your kid. >> Mhm. >> Bread. It was terrible. >> Yeah. And you had in your earlier years. lived with your grandfather in a. beautiful farmhouse it sounded like. And.

the communist regime came in, they took. away the land, they took away the. property. >> Everything. >> And everybody had to move into these. like, you know, government sanctioned. apartments. >> Correct. >> Yes. >> Yes. After two homes were confiscated, he moved into a small apartment given by. the government. Fourth floor, we no. elevator. And he was in his 80s. And this is what. it happened. It was really bad.

>> And then you talk about And and the. reason I'm asking all these questions is. because I want everybody to know. that everything that you go through, everything that you've been through is. building strength. for what is to come. >> For sure. >> That nothing is lost. And so what really. reminded me of this story is your father. dies. >> Yes. >> And your mother is a mother of, you. know, this is 1957, 58, 59 in the early 60s. >> Yes.

>> In Romania, there's not a lot of. opportunities for women. >> For women, there are zero opportunities. >> Zero? >> Zero. Not a lot. Not a lot. >> Zero. >> And your mom is out of the home. running a tailoring seamstress business. >> Yes. >> And your mother and father had been. doing that, right? >> Both of them, yes. And she came to me, I was 12. She asked. me to help her to do keep the business. >> Yeah, but this moment you paint in the. book, this beautiful scene where you. come home and you're crying, your father.

has died and your mother says, "There's. no time to cry.". >> Yes. >> Yeah. There's no time to cry. You are going to. have to step in. >> Yes, and help me. >> Yeah, and help me. And what do you think. as a 12-year-old in that moment? >> In that moment I thought, "Mom, I I'm. 12. What do I know about business? I. don't know anything.". >> Mhm. >> And of course she said, "Well, you are. smart. I'm going to teach you. everything. >> Mhm. >> You don't worry about it.". >> Mhm. Mhm. >> And she Of course I was scared, but if. she said that I'm going to be okay and.

she's going to teach me, I follow her. lead. >> And so again I say, nothing that has. ever happened to you is lost because. watching your mother. >> Oh, yes. >> every day. getting the Vogue patterns. Remember you. all when there used to be patterns and. people made dresses from the patterns? The women would come and choose from a. Vogue pattern. >> Mhm. >> in communist Romania. >> Correct. >> Wasn't even allowed. >> No. >> And so you had to be doing this your. mother's doing this out of fear that at. any time they can come in and say, "What.

are you doing this for?" But the women. would come. to get dresses made. >> For sure, because you you couldn't go. and buy dresses at department store. Everything was made to measure. And she used to make that and to be in. business cuz you are not allowed at that. time to have your own business. >> Mhm. >> She figured out that. every every wife of of. influential person in the communist. regi- party. wanted to have beautiful dresses.

>> well. >> Yes. >> Yeah. >> So happy wives, happy lives. So this is. how she was able in business. And she I think she she was a master of. marketing and I think I learned so much. from her without even thinking. >> Yes, and not only learn something from. her, but you learn something from. watching how the women transformed. >> Correct. >> when they came into your mother's living. room and would try on the clothes and.

then they would feel beautiful for a. moment. >> Correct. >> And then many years later you do the. same thing when you're transforming. women with their brows. >> Yes. >> Yes. >> Because I think the joy you you get I I. saw I watched my mom. watching her. the way she deal with the clients and. the way the her clients were had so much. joy and they felt so beautiful. >> Yeah. >> Uh I felt the same when I start doing. eyebrows. It was a it's a very magical moment when.

a woman. kind of feels beautiful and and you feel. empower. Once you feel beautiful I think. >> Yeah, you feel more powerful. >> So let's talk about how this billion. dollar empire started. I mean, that's. what's so remarkable about it. You. started plucking people's eyebrows. >> Yeah. >> and ended up making a billion more than. a billion dollars. Um.

and you believe that eyebrows are our. most powerfully defining feature. Explain why. >> So um this is I didn't invent this. Uh. it's a well known uh idea that uh. Leonardo da Vinci for instance used the. golden ratio in all his work. >> You learned this when you went to art. school. >> art school. >> in communist Romania. >> Correct. >> As an art [music] student in Romania, Anastasia studied Leonardo da Vinci. He. used the golden ratio to create. proportion [music] and balance in his.

paintings. A balance that is especially. pleasing to the human eye. This [music]. is the genius idea behind the way. Anastasia shapes brows. [music]. >> My teacher always said if you want to. draw a portrait and you want to change. an emotion, you just change the eyebrow. shape. >> Wow. >> working as an aesthetician, when I came. to United States, um I of course we we. did facial, body waxing, but never. eyebrow in in Los Angeles. Nobody.

was into eyebrows. And I realized that when I bought a. camera, disposable camera, I realized. that my eyebrows was penciled in and. round because in the '80s that was the. fashion. >> were drawing their eyebrows. >> Correct. And I looked surprised. So, was. the aha moment where I thought, "Wow, I. look surprised because my eyebrows.". >> Yeah. >> So, I went to the library. >> Everybody looked surprised. >> Yes. Correct. >> Yes. >> I went to the library and I I revisit.

the the books. I I rented all the books. with Leonardo da Vinci and I was able to. create the perfect arch for me, the. perfect shape. And then I start sharing. with my clients because my clients will. come to the shop and they will think, "Wow, you you you look different. You. look rested. >> Yeah. >> Did you change your hair?" They didn't. know it was the eyebrows. >> Yeah. The first time I got my eyebrows. done by you, I felt like I look like I. had like my face lifted. >> see what it did? Yes. It opened up here. Yeah.

>> It completely brings so much harmony, so. much balance and proportion because. eyebrow is the most important feature on. our face. >> Who knew that? >> Well, You looking at me. >> You didn't You didn't invent it, but you. were the person who discovered that that. is what makes you you. >> invent it. >> You didn't know you were starting a brow. revolution. >> Of course not. Of course not. >> No. >> And then there were no products for. eyebrows. I was mixing aloe vera with. eye shadow and Vaseline to create this. pomade to fill in the perfect shape.

>> Wow. >> And the clients will come back after the. visit and they will tell me that their. eyebrow look perfect when they leave the. salon, but when they will take a shower, they they need that products. >> Yeah. >> So, that was the moment when I thought, "I'm going to go to Italy to Cosmoprof. and and start a product line.". >> Wow. is. >> it all started. >> I know, but before it all started, how. many times did you run into people who. didn't believe in your theory? I mean.

constantly. Constantly. >> Yeah, even my husband. >> Yes. >> It's like are you crazy? Cuz I I told. him like I'm going to quit my job. He. didn't work at that time. I'm going to. quit my job and I'm going to rent a. space a room. >> I just I just want to say he didn't work. at that time because your husband was a. really brilliant man. >> Yes. >> And had you know coming here as an. immigrant the only job he could get was. as a cab driver. >> Correct. >> And working as a cab driver 14 hours a. day just wore him out. >> Yes. And he got in a fight with a.

customer because the customer found a. book in the backseat a Nietzsche book. and he kind of ridiculed my husband or. like oh there's no way you are reading. this book. I think a previous uh. >> Yeah, the the customer had said oh. somebody left this book. Your husband. said oh that's my book. And he said. there's no way you're a cab driver and. you're reading this book. And your. husband got into it and. >> In a fight and he got fired. >> Yeah. >> So. >> So now you're the breadwinner. >> Now I'm the breadwinner and I told him.

like I I I really believe in eyebrows. I. think they are so important. The owners. of the shop didn't believe in it. And. I'm going to rent a room in a Beverly. Hills. >> this by saying you had gone to work. substituting for another esthetician. >> That was pregnant for 3 months and then. after. the time she came back I they liked me. and I stayed there for a year and a half. almost 2 years. >> What's important to me about that story. and I was just saying this to somebody. who recently a member of my family who.

was like. you know, they're having trouble they. haven't fulfilled their dreams and they. think they should have fulfilled their. dreams already. I said the reason you. haven't fulfilled your dreams is cuz you. weren't really willing to take the jobs. and do what was necessary to get to the. dream. Everybody just wants the dream. And so what is important about your. story is that your husband. you're new to this country, you don't. really speak English well, and.

you take a job as an aesthetician. >> Yes. >> Because that's the job that was. available to you. >> Correct. >> At the time. And as that aesthetician, you then. decide. well, you know what? I can make women. look and feel even better. Even better. >> Yes. >> And then you dare to do it even though. the people who you're working for is. saying now that's not important. >> Correct. I think the key to follow your. dream is just start. Start somewhere. And nobody is going to put you to run. the company. Nobody is going to ask you.

to be the CEO of the company. >> I know. I know. >> But start as an intern or whatever. Just. learn the business and you'll figure. out, do I like this or maybe I don't. >> Well, I I credit you with starting the. brow revolution. And the list of. celebrity brows that you've done. Victoria Beckham and Jennifer Lopez and. Naomi Campbell and Michelle Pfeiffer and. Heidi Klum and going on and on and on. and Kim Kardashian. >> Yes. >> Kim Kardashian is joining us now via. Zoom from New York City. Hello.

>> Hi. >> Your brows look fabulous. >> Couldn't miss this, you know. >> Thank you. Thank you. >> do get how important Anastasia's. business is and how she has shaped so. many faces and how brows can really give. you so much confidence and shape your. face when you just you you might not. even realize that's what's doing it. So. I just have to had to give her some love. today and let her know that you've. shaped my face. You know how important.

you are to me and I'm so proud of you. for being here talking to your friend. Thank you. >> Thank you for taking the time to be with. us. Tell us the story how you first met. Anastasia. >> All I remember is looking up. at it could be at a baby shower of mine. in the dark. It could be at at a wedding. in the middle of the night. I remember. at 1:00 a.m. and she has this. light that she puts where she looks like. a miner. You know. >> Yes, yes, yes, yeah. We know that light.

>> glaring in your face. So, I don't. remember exactly when we met. I think I. came into the store. >> Yes, you came in the store. >> Yeah, I think I was getting my nails. done across the street on Bedford and I. walked across and I couldn't believe you. were in the store and. I just had to get my brows done and I've. been in love ever since, but I will. always have this burned memory in my. brain, a core memory of just your light. in my face.

getting it done. No matter where, no. matter what, any important moment that. I've had in my life, you've been there. So. >> Yeah. Well, I mean, I don't know a harder. working businesswoman, maybe yourself. Yes. What do you think is the secret to. Anastasia's success? >> I think she found. something like a niche. idea and products that people didn't. know they needed and she let the world.

know they needed it. And it was her thing and she coined it. and. and we all need it. And we all feel better because of it and. it can just be a simple brow product, a. simple brow pencil. We all have that. Anastasia brow pencil. You can find one. in any one of my purses. She found that. product that everyone needs. >> Now my now is the brow freeze gel. I go. nowhere without the brow freeze gel. Yeah, the brow freeze gel. And what what. have you learned from Kim?

>> Um Kim is one of the hardest worker. She is constant, but not only her, all. all the sisters and the mother. >> No, Kris, yes. >> Kris is amazing, but but Kim is an. incredible mother, an incredible sister, an incredible daughter, and and the. hardest working. Like she is right now. promoting her brand, Skims Sweet Nike, and she still took the time to to be.

join us and and supported me. Thank you. >> You know why? Because. um well, because I love you and because. this is Oprah, but also because you are. not a gatekeeper. And I think it's. really important for women in business. to support each other and to share what. we've learned and the hard, the good, the bad, and the one person that my mom. and I talk about all the time that. shares every detail of what you've been. through on and tips of how for us to be.

successful, you want everyone around you. to be successful, and if you see. something, you pull us aside and you. say, "Hey, this isn't going to work and. this is what you need to do and here's. the number.". And you need to call this person, and. that is so rare. She will share from. factories to business people to things. that people in this business do not. share. And she is so open that I would. do anything for her and she knows that. >> Aw, okay. >> Well, congratulations, Kim, on the new.

launch and I know much success is coming. from that. Thank you for zooming in. So. great to see you. So great to see you. >> It's an honor. Thank you. Thank you. Thank you. >> All right. >> Thanks. >> That's Kim Kardashian, y'all. >> Yes. >> And on The Oprah Podcast Instagram page, um we heard from thousands of you who, just like Anastasia, you feel a business. calling in your life. And two of those. women, Diana and Jackie, join us now via.

Zoom from San Diego. Hi ladies, what's. your question? Hi. >> Hi. Diana and Jackie. >> Hi Anna and Jackie. >> Thank you so much for having us. We are. thrilled to be here today. We started. our business Color Addict about a year. and a half ago and we are passionate. about color. We believe that color. inspires and we've been selling our. textiles, our pillows, our table. runners, our napkins and blankets at the.

La Jolla Maker Markets in San Diego, but. we're at a pivotal point and we'd like. to know how we can scale up our. business. >> Well, what I would suggest, I love all. the colors. Though they are so vibrant. and beautiful and and I have to tell you. that I love as you know, I love to throw. dinner parties and and love. I will want to see a set up over dining. table with all your napkins and how you.

pair because when you post on social. media, you have 3 seconds to get my. attention and everybody else. So what I. would suggest, figure out who is your. customer and tag when you post on. Instagram, tag that store that you want. you want Walmart, you want who do you. want to to sell your products and tag. and and find out where is their. headquarter and try to to get an. appointment. Don't give up. Like go and.

knock at every single door and don't. give up. I this is what I I love. >> I like I like this idea of obviously you. all are on social media on Instagram. I. like this idea. of setting a beautiful setting a. beautiful table or setting a beautiful. bed or setting a beautiful sofa blah. blah blah blah. Creating that and even. if it means you have to go to somebody. else that also would appreciate that. creation. Creating that so that when we. see it there is the visual. >> very visual.

>> There's the visual stimulation for it. because as we're going to talk about in. a few moments, Anastasia was big, was. doing brows, people were lined up around. the corner, but the business didn't take. off until her daughter Claudia came in. and said, "I think we need to create an. Instagram story.". >> Yes. >> Leanne Morgan who was just here, who now. has a special with Netflix, who's now. touring the country, who's one of the. funniest women I know, nothing happened. until she went on social media. They did.

an Instagram story. She hired these two. guys who she didn't really know that. well to build a story about her. So, the. world responds to storytelling. >> Mhm. >> So, the question becomes, Diane and. Jackie, what is your story? What is the. story you want to offer. >> Yes. >> to the public? Because what you're doing. with your business. is is the same thing that that that. that Anastasia did, that I do. For every. show I was doing, it was an offering to. the audience. It's an offering. So, what.

is the story you want to tell about the. offerings? And get busy telling that. story. >> Yeah. >> Thank you both. >> Thank you so much and good luck. >> Thank you. Thank you. >> Well, this is what, you know, I was I. was so moved and have been I mean, I've. known for years I'd heard the story that. you learned to speak English watching. the Oprah show. >> I know. >> Yes. And then I teared up when I was reading. that because one of the things that you. said in the book was that. I and the show became your anchor. That.

you are watching as a person who doesn't. speak English and you actually said to. your husband one day he when he was. saying, "You should turn that off. Why. are you watching that? You don't even. know what they're saying." And you said, "I'm going to watch because. >> Because I want to be on her show and I I. want to learn how she ask questions. because I need to learn how to answer to. her questions. >> I know. >> And and was it Joe I never in my wildest. dream in 1990 I was ever thinking that I. would be on your show, but I would watch.

that because was my hope. And you know. what else Oprah? When I start writing. the book, I realized why there were so. many daytime shows at that time. >> Yeah. >> Why I was watching you and I couldn't. understand was your voice because in. Romania I had four um VCRs tapes and one. of them was. >> The Color Purple. >> The Color Purple and I would watch but. you look so different. >> In The Color Purple, yeah.

>> Purple. And when I watch your your show. was the voice that was very familiar cuz. I watched that probably a hundred times. with my family. And I felt like I was. home watching you. >> and you watched Pretty Woman. >> Yes, Pretty Woman and Beverly Hills Cop. >> Beverly Hills Cop and now you live. >> across the street from Eddie Murphy. >> I know. That is the American dream. >> dream. Correct. Yeah. >> Wow. >> Yes, but it it was. I it was magical.

>> Well Well, here's the thing with the. show. Every time I ever discovered. anything was a pair of Uggs, a pair of. pajamas. That's how favorite things. started. I wanted I discovered I I. wanted to share. I wanted everybody to. know. So, when I discovered you and what. you were able to do for my brows, that. first day you handed me the mirror and I. went Wow. >> It looks like I had a face-lift. Um I. wanted the audience to experience or. know about you in in the in the same. way. So y'all, this is what I did.

Uh you could never do this in today's. world, but I had Anastasia on The Oprah. Show where like. live broadcast television. >> [laughter]. >> Doing eyebrows. >> For 5 minutes. >> Yes. >> [music]. >> All right, this is Anastasia clean. brows. >> There was just me lying on the thing. getting my eyebrows done and the. audience watching me getting my eyebrows. done. >> Go on ahead back, all the way back. Look. up. Hello. Hello.

That is the craziest thing. >> You supported me from the beginning and. I'm forever grateful for you. >> Well, I did it because I believed in. you, but I also was just wanted. everybody else to to to know about it. >> is what was so different about you. because you shared everything with. everyone. >> Yeah, I shared too much. >> No, you didn't. We all I mean, I was. like watching that show non-stop. >> Yes, but you had this thing too that you. say in the book my grandfather's ability.

to keep going taught me that no matter. what is happening around you, only you. have the power over your mindset. Only. you can decide what will give you. meaning and once you make that decision, every action you take whether personally. or in business needs to move you toward. making that happen. This is what I. appreciate about you. You would not give. up with the whole brow thing. >> Yes. Yes. >> Everybody is saying, "Lady, you're. crazy.". >> crazy. >> Yeah, you can't do a business on just. brows.

>> the rent doing eyebrows, the landlord. will say. >> Yes. >> And I would the broker that I went there. to have the meeting with the landlord is. like after a first no, he said, "Okay, let's go. He doesn't want to rent you. the space." And I know I'm not leaving. this. No, we have to Let me show you how many. celebrity I'm shaping eyebrows for. I'm. very successful. I like I start selling. myself. >> Yeah. >> And it's like, "No, lady, this is. Beverly Hills. You doing eyebrows, you.

will not be able to pay rent." It's like. by John, I asked like how I will do it. >> This is the guy who was going to sell. you let you have the place the space the. space. >> on Bedford. And at the end, I pull my. last card. It's like, "Look, I'm sure. your parents, your grandparents, great-grandparents were immigrants in. this country. Somebody give them a. chance. Give me a chance for 6 months. Let me Let me have the space, and if I. don't make it, I will leave.". So, he looked at me, and he said, "Okay,

I will give you 6 months.". >> Wow, that is great. Well, let's talk. about Claudia. >> Yeah. >> So, Claudia is Anastasia's daughter. >> Yes. >> And on social media, she goes by. Norvina, y'all, and she's the president. and creative director of Anastasia. Beverly Hills. Hi, Claudia. >> Oh, she's here. >> Yes. Hi, babe. >> Hi, Mom. >> Hi, Claudia. >> Hi. >> So, you weren't always president of the. company. I was reading at one point your.

mom even fired you. What happened? >> You know, in. in the beginning, you know, I was I was. young, and I didn't really I didn't. really have a deep appreciation for time. and being punctual. I was late to work. Um and my mom would warn me, you know, she said, "We start here at 9:00. That. means you have to be here 10 minutes. early, 15 minutes to prep the space. You. can't waltz in at 9:05. That's not how. this works." And, you know, in my.

teenage years, I'm like, "Oh, yeah, sure, Mom." And she goes, "If you're. late three times, I will fire you." And. I didn't believe her. >> [laughter]. >> On that third time, she literally fired. me. from the front desk. Yes. >> You couldn't believe it, right? >> Yeah, she was like, "Go.". >> Go. And I was like, "What are you. talking about?" She's like, "You're. done. You don't respect my time. You. don't respect the girls time, you know, the the girls that were doing brows.". She's like, "You've got to go." So, I. was done. >> And what was your takeaway after being.

fired? You went to work for an insurance. company, right? >> so bad. Oh my god, I've never been so. depressed. It was 1 month in like a dark. room with no windows filing. I'm not. very good at that. Um, the takeaway was. that you really have to be punctual. You. have to respect time. And I think the. biggest takeaway I would say was that's. when we kind of level set our. relationship and I understood that while. she's my mom, this is work. >> Yeah. So, where did you get this idea? I. mean, the business was doing fine. You.

all were making more money than you ever. imagined and selling a lot of product. and the everybody in Hollywood was. coming and the brow revolution had. started. So, where did you get the idea. of the. of social media? This was 2012. >> It was well, for a long time, you know, our biggest concern was that. being a brow brand, you know, there's no. way to continue to. expand and innovate quarterly as most.

retailers expect you. You have to launch. something four times a year. That's. literally impossible with eyebrows. So, our biggest fear was like, okay, well, where do we go from here? We have. to have makeup. We have to have. something else to really get get the. products like become a bigger brand. And. retailers didn't really understand. They. didn't really want to support it. They. said, "No, you're the brow people. There's people that do makeup. We don't. think customers will understand the. messaging." And thankfully, I started. using early on from the very beginning.

Instagram and I I really love the sense. of community on there and the ability to. communicate directly with people versus. traditional print and everything that. was the standard. >> Yes. So, as we were just sharing with Diane. and Jackie who's starting their own. business selling all these items with. color that it's about the story that you. tell. about the product. That's what changed. for you, right? >> Yes. >> You know, in traditional advertising, you can't tell a story. No one's reading.

your biography and brand DNA in a in a. one-page advertisement. But on Instagram. you have the ability to post as many. times as you want. There were no videos. at the time. There was only photos. You. can post as many times as you want. You. can be as descriptive. You could be. funny. You could tell your story. You. could explain about your products. You. could explain about Anastasia. And it it. literally built a community for us. And. it became this. huge thing and we were able to launch. makeup because of social media. >> Well, your mom says on page 174, "When I.

think about it now, if it all ended for. me tomorrow, I would say my greatest. achievement in life, even beyond the. business I built, is that my daughter. has found her purpose and that she does. it extraordinarily well." That makes you. feel what when you hear that? >> Oh, that's so nice. Like it's it's. amazing. Like I think my mom is the. best. I look up to my mom so much. So to. have her validate what I do is really. really great. >> And you have found your passion in the. creating of the products and the makeup. and the I mean, that's where you have. now found your home.

>> Thank god we're not in plumbing. >> [laughter]. >> Yes, she kind of laid the groundwork for. like the most amazing, you know, industry that you could imagine. It's. beauty. Who doesn't love beauty? And I I. figured out that. >> I listen, I love plumbing when I need a. plumber. >> [laughter]. >> It's true, but I would be terrible at. it, you know. >> Yes, yeah. And you name all the products. and all the lipsticks and all the thing. you do that. >> All of that, the marketing and kind of. the storytelling. It's not just about.

launching it. It's about then how do you. do a launch event? How do you talk about. it? How do you promote it? It's carrying. the whole thread, telling the story. >> Claudia, thank you so much. Thank you so. much. >> Claudia. >> us. Thanks for joining us. We have one more podcast listener with a. question. Shanice. is a professional closet organizer. Hello. >> Hi. Hi, Oprah and Anastasia. >> Hi. >> Feisty she is. >> You know I love an organized closet, girl. It. >> Yes. >> Yes. Let me just tell you, everyone.

should have the privilege, the joy, the. sheer delight of being in Anastasia's. closet. One night I went to her house. for a dinner party and I She said, "Oh, come upstairs. I'm going to show you. something." And I go upstairs. It is. better than Bergdorf's up there, baby. >> Bergdorf's? >> It's better than Bergdorf's in. Anastasia's closet. She's got things. organized by designers and years and. vintage and shoes and.

It was like you want to live in that. that closet. So, that's a That's. >> Yes. >> So, the fact that you But so, that's. what you do for people is you create. closets that look like Bergdorf's. >> Yes, pretty much. So, as a a. professional closet organizer and also a. scientist, I really focus on the closet. cuz I have this like hypothesis around. the closet. I think it's like the most. overlooked space in our homes, yet it. holds the most weight. It's where we. hold our insecurities, our fears, our. tears, and we shove all the stuff we.

don't want people to see, but yet it has. the power to like be the most. transformational space. So, I've been. doing this for over a decade for people. from A-list celebrities to everyday. people and just helping them transform. their closet. And I really do have a. question for you. >> but I love this. I love that there's a. science to the closet and everything. >> There is, believe it or not. >> is called Closet Therapy, right? >> Yes, Closet Therapy. >> Okay. >> Oh, well, that's that's who you call. You call the closet therapist if you. need your closet straightened out. And I.

will say this, that having your closet organized. changes everything about the way you. live. Does it not? It elevates. everything. >> It literally in your mental health as. well. So, like a lot of times people. don't realize that you frequent this. space everyday, morning and night. And. every Every there's like clutter or. something, you're visually sending. something to your brain saying chaos and. you don't want to do that. You want the. space to be organized and orderly. >> Okay. Okay, now I'm going to give you.

your time for your question for. Anastasia. >> So my question is around social media. marketing because it's so easy to. confuse popularity with profitability. And although like the followers, the. likes, the views and press opportunities. are great, how do you translate the. visibility into profitability? >> Mhm. >> So, you are selling a service. And I will tell you how I vision my my. service cuz I was shaping eyebrows. And. I thought I have two hands.

>> Mhm. >> How much I I will used to work nonstop, but I couldn't do more than 100 eyebrows. a day. How I will make more money? How I. will I will probably how I will do. something more than that that service. It's very difficult to. sell a service. You have a cap. Do you remember before the velvet. hangers, they were only the wood or the. plastic? >> Yeah. >> Who is that person that invented that? >> Mhm. Mhm. >> Start even cuz you are a scientist. Come.

with some ideas to sell products. Like. what is the best steamer? And partner. with with a retailer that sells. steamers. Hooks to to hold the hands when you. steam. I mean, I have to search a lot to. find the best one. So, I think or or. boxes to put my dust bag for my shoes. cuz I wanted to have a pretty box. It. was challenging.

I had to do custom. So, maybe you. partner with with a manufacturer that. could do something for you and you could. sell that. >> Mhm. >> Don't you think? >> I think so and I think, you know, what. what what what what Anastasia is. stimulating for me in in in terms of. thinking about this a different way of. thinking about this is. you sit down and you look at everything. that you do for the closet. and how you could take whatever that is. >> Yes. >> every every single thing that you do for. the closet, everything anybody needs for.

their closet. >> Yes. >> and how you can turn the need for. whatever that one specific thing is or. multiple things are into a service or. into a product that people could use. >> Yes. >> That's good. Okay. That's good. >> Products always make you more money than. service. >> Products are going to make you more. money than service. >> Yes. >> my takeaway. Thank you so much. I'm so. grateful. Thank you. >> Okay. All right. Thank you. Thank you, Shinice. It's so interesting. You were talking.

about how you love to have dinner. parties and I was at a wonderful dinner. party at your house. That's how I ended. up in the closet, y'all. And I had no idea that you had a dinner. party for 25 years of business. >> I know. >> And at the table was. all the women who you've serviced over. the years and. you want to read what you. >> Yes. >> were thinking. I had no idea you were. thinking this. I was just coming in. like, "Hi! Hi, everybody." And you say.

>> The doorbell rang. The guests were. arriving. I could hear Oprah's deep. laugh as I turned away from the dining. room to greet them in the hallway just. beyond the doors. My mind flashed back to another time. I was digging in the dirt behind my. house in Romania to hide the family. silver which was my grandmother's. proudest possession so it wouldn't be. confiscated by the government police. knocking at the door. My fingernails were breaking. I was.

sweating with fears even though the. temperature was frigidly cold. In an. instant, I was back to greet my guests. I was here now a living testament that. through hard work, drive, and grit, you. could survive. You could thrive. America. truly is the land of opportunity, like. no other country in the world. A place. where an immigrant can start with. nothing and go on to build a better.

life, like I did. That very same family silver was now on. the table at my party. >> And that great. >> Yes. >> Yeah, that is great that you ended up. bringing your mother from Romania. >> I know. She lives right down the street. from me. She's my daughter. >> Yeah. >> Yes. >> And you brought the silver that you'd. buried. >> Yes. >> And. have created this incredible life. >> Mhm. Yes. >> Just beyond anything you could have.

imagined. >> Beyond. >> No, so I I I wanted to end with this. You say in the very beginning of the. book, "People often ask me what the secret to. achievement is. Of course, it has a lot. to do with working hard, building. authentic connections, striving for. excellence in every pursuit, being. determined, and always doing more than. the job at hand." Principles by which I. live. I know you live by those. principles cuz I've seen you do it. But. it's also about something less tangible. and more magical that begins when you.

cultivate a particular attitude that. drives you forward. And you say, "For. me, it is an unshakable belief. that whispers in my ear from the minute. I get up to when I go to sleep that. says, 'You can do anything.' I've always. believed this, and it has been the. foundation and heartbeat of all I have. accomplished." And I wanted to end with. that because I wanted to say, "Lots of. people want things.

Lots of people desire. They have wishes, but you actually become what you believe. is possible. >> Correct. >> Yeah. >> I really believed that I could do. anything I put my mind into. I think my mother instilled that in me. >> Mhm. Mhm. >> I I I I think my grand. father did. >> That's right. >> really really believed in. in myself. And And I had no fears. I.

think that's another part of my being. that I I never have a fear. I I think. fear kind of stops you from doing what. you want to do. >> Well, and I know a lot of people don't. do things because they are afraid. And I. want to just say that the reason why you. had no fear is because you literally had. been interrogated and been the most. afraid you'd ever been. So, when the. communist regime is shining the light in. your face saying, "Where is your. husband?" When you waited 3 years to get.

a passport to come to America, and every. day they're they they they are fighting. you and threatening you. >> Yes. >> After you have been in that kind of. fear, you say, "Okay, what what. >> like what what do I have to lose? What. what What do you have to. >> to be afraid of somebody not liking me? >> Exactly. No, that's. >> I'm going to I'm going to be afraid of. somebody telling me I can't have this, you know, ripped from the store? >> Yes. >> Yes. >> That's what it is. The magic is right.

there. >> Yes. And that's why I say nothing is. ever lost. You would never think that. when you're in the middle of a crisis. and. you know, God forbid you're in a. communist regime and people are treating. you horribly, and you don't even know if. you're going to survive, >> Yeah. >> that. those. strength-building tactics that you used. to survive are going to be the thing. that gets you through every negotiation. with somebody who wants to buy your. company. I mean, that that is what makes.

you fearless. >> Correct. >> Is having stood up to it. >> Yes. And and in the book I I said. as well, when you come from darkness. >> Yeah. >> you recognize the light. And light is here. >> That's right. And when you have when you've only had. the light, you don't even recognize the. light. >> You don't recognize. Yes. >> Yes. Yeah. >> Cuz you you live in a great life. >> Yeah. >> Yeah. >> Anastasia's extraordinary line of beauty. products are available now. Her. phenomenal new book is available on.

walmart.com. Thank you, Kim Kardashian, for joining the conversation. Diana and. Jackie. and Shanice, take that advice, y'all. And best of luck. As always, a heartfelt. thanks to all of you, our listeners, and. see you next week. Go well. Raising. brows. Go out there and raise some. brows, y'all. >> Thank you, Oprah, again and again for. your support. Thank you. >> You can subscribe to the Oprah podcast. on YouTube and follow us on Spotify, Apple podcast, or wherever you listen.

I'll see you next week. Thanks, everybody.