Morning Routine: How Beauty Mogul Anastasia Soare Starts Her Day

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anastasia soare interview
Photo: Courtesy of @anastasiasoare

Successful people around the world have their morning routines down to a fine art. So just how does brow queen and founder of Anastasia Beverly Hills, Anastasia Soare, start her day? Savoir Flair gets a peek into her morning rituals, from how she looks after her body and mind to her trusted beauty routine and love of all things tea.


I wake up every morning between 7 and 7:30am. The moment I go to bed — at around midnight — I fall asleep. Before my head hits the pillow, I’m asleep, and I sleep like a mummy [laughs] – totally straight and I don’t move! So, when I wake up, I’m plugged in and start my day immediately. I’ve been like that all my life.

The first thing I do is grab my phone, turn off the alarm, and check Instagram. I check my posts because when I post in LA it’s late in Europe, read my DMs, and look at the people I follow. Back in 2012, we were one of the first beauty companies to have an Instagram account, and over the years I’ve watched all these young people who aren’t professional makeup artists become incredible artists. I’m so inspired by them, and I love to see how creative they can be.

When we had a presence on Instagram, it allowed us to talk and interact with our customers, to really listen to them.

I come from a salon background where we were super interactive with our customers. Every day you talk with your clients and find out what they like and don’t like. I used to make products, give them samples, and ask for feedback. Because remember, when I launched eyebrow products, they didn’t exist. It’s not like today where every brand has one. I had to create a product that solved a solution – like over-tweezing, coarse eyebrow hair, or too bushy brows. So, every product I created meant I interacted with my consumer. When we had a presence on Instagram, it allowed us to talk and interact with our customers, to really listen to them.

So, it’s very important for me and my daughter to communicate with our followers and find out what they like and don’t like. But at the same time, we create products they might not even think they need, but that they’ll love. We always listen to our customers.

anastasia soare
Photo: Courtesy of @anastasiasoare

After Instagram, I check my emails, and while reading them, I make my coffee. I have a whole Nespresso section, and I drink two black coffees every morning. I also drink water with magnesium and zinc. I don’t have breakfast; I do intermittent fasting. I’ll first eat at lunchtime, and that’s normally a salad with grilled chicken or fish. I take a B complex, folic acid, zinc, magnesium, and vitamin C. I am a very healthy eater, and I’ve been the same weight since I was 19. Although like everybody, I gained a few pounds during the pandemic! I try to live my life in a very balanced way – I don’t do too much of everything.

I think makeup and tea have something in common. They bring cultures together. They bring people together.

I love tea. I’m such a lover of tea you cannot even imagine [laughs]. I have a cupboard full of different teas, and I love Kusmi. I used to travel a lot and I’d always stock up on Kusmi’s ‘St Petersburg’ and ‘Anastasia’ when I was in France. Right before the pandemic, I wanted to do ‘Tea with Anastasia’, where we’d talk about different types of teas – how you make it, the whole process. I think makeup and tea have something in common. They bring cultures together. They bring people together. I love having friends for tea with little sweets. The linen has to be perfect, and I have the perfect handpainted cups from Hungary. I have the caddy… I have everything! I mean, I’m obsessed with tea.

I grew up greeting guests with Turkish coffee and sweets. It was the most important thing. When I wanted to do ‘Tea with Anastasia’, I was so interested in the history of it. If you think about it, most cultures have a ceremony for tea – the Chinese, Japanese, Indian, British, Russians… They’re all different, but beautiful at the same time. Living in America, I think it’s nice to give young people the knowledge of what those traditions are all about.

anastasia soare
Photo: Courtesy of @anastasiasoare

Before the pandemic – when I had to go to the office – I’d have a shower and start my beauty routine. I’m a crazy flosser, and I’m obsessed with the Marvis toothpaste and mouthwash. In the shower I always use the Molton Brown peppercorn shower gel – it’s the best one on the planet. I have stashes of it because you can’t find it all the time.

I wash my hair two to three times a week. I used to wash it every day, but it got too dry because it’s bleached. The best dry shampoo is from Klorane. I’ve tried every dry shampoo out there, and it’s by far the best one, because it doesn’t weigh my hair down. It gives volume but it’s very airy, and thanks to it I don’t need to wash my hair every day! When I do wash it, I use shampoo from Jen Atkin or Christophe Robin – he has the best hair masks. I use the Ken Paves blow drier as I have a lot of hair, so I need a strong, powerful dryer. I also use a Hot Tools or GHD curling iron.

During the pandemic, I had to color my own roots, so I learned how to do it and became a pro! I use L’Oreal and it’s doing well!

When it comes to my skin, I mainly use Dr. Barbara Sturm products. I have the ‘Face Cream Rich’, and I love the ‘Glow Drops’ and night serum. She has a great sunblock and eye cream. I have very dry skin, so I need a lot of moisturization. I also love her mask, and sometimes I use a thin layer of that at night and sleep in it. I also use the SkinCeuticals vitamin C and my oil.

Barbara Sturm also has a beautiful body cream, and I also use the Mustela one. It’s a baby line but they have the best body cream!

So, onto my makeup. I use my own foundation because it’s the best for my dry skin. Then I use our loose powder – vanilla is my favorite – and the ‘Peachy Love’ or ‘Pool Party’ blush. Of course, I use the ‘Brow Wiz’. If I use the new wax, I combine it with the powder to create a base, and then I use a brow pen to create hairlike strokes. My eyebrows were over-tweezed so are now half the size, so I need to make them a little bit thicker to bring more balance and proportion to my face.

When I was younger, I used to go to my aesthetician in Romania and the fashion at the time was pencil-thin round brows. Thank God I am Macedonian-Greek, and I am very hairy, so some of my hairs came back! But I still have way thinner eyebrows than I’d like. You need to make sure that your eyebrows start in line with the side of the nostril, and from the outside corner of the nose up to the outer corner of the eyes is where they should end. The tip of the nose up to the iris should be the highest part. So, I connect those three parts to create a nice, beautiful arch that opens the eyes and makes them look bigger. I use my brow gel to set the hairs.

I use our mascara and the ‘Pro Pencil’ in number 2 under my brows to create a more defined look. Then I use the lip stain in ‘Dusty Rose’. We formulated our liquid lipsticks because I’d use lipstick, and half an hour later, it was gone! So, I said to my daughter, we have to come up with something that will stay. After I use the lip stain, I use the liquid lipstick ‘Ashton’. To create a 3D effect, sometimes I use something lighter in the middle to create an ombré look. Then I use our new lip gloss, which is very moisturizing and not sticky, and set everything with ‘Dewy Set’.

When it comes to fragrance, I love Frédéric Malle’s Portrait of a Lady. I also wear Amouage ‘Interlude’ and ‘Memoir’. But my baby is ‘Portrait of a Lady’. If you want to know what I smell like – it’s that!

Sometimes, my daughter sends me new products to try.  I have bags in my bathroom that cannot be touched by anyone. If they get mixed with something else, it’s quite upsetting because I can’t give my report.

My fashion style is very broad. I go from a Yohji Yamamoto and Comme des Garçons look, to Chanel or YSL. It all depends on the schedule of my day. If I have a business meeting, then I go with the Chanel outfit or a YSL or Tom Ford suit. If I have a meeting with an influencer or someone artistic, I go with something funkier, like Yohji Yamamoto. If I have lunch with friends, I could go for an Alaïa. So, it depends on the day.

Three times a week, I have a trainer that comes at 8am and I work out for an hour. I do weights with him and the rest of the time I do the treadmill myself. Working out is very important to me, and I do intense workouts with my trainer. He really pushes me. He’s an Olympian and he says, “You don’t understand, I train women who are 30 and they cannot do what you do!”. He challenges me and I love it.

After living in Romania under a communist regime, it’s a lot easier to be grateful for the life that I have now.

I have to listen to music every day. I cannot live without music. My day could start with Vivaldi, like today, for example, as it’s so dark and terrible and it’s probably going to rain. If it’s nicer, I’ll listen to Miles Davis, or if it’s the weekend and I want to be up I’ll listen to Rihanna or hip hop. What I listen to depends on my mood. It’s like a meditation – just sitting and listening to the music and counting my blessings. After living in Romania under a communist regime, it’s a lot easier to be grateful for the life that I have now.

Sometimes I listen to podcasts, but not every day. If it’s an interesting subject, I’ll listen to it – like Joe Rogan. I love him, and he often has interesting guests. Or I have the MasterClass app and I like to listen to those. I don’t like to waste my time listening to something if it’s not informative or educational and if I don’t get something out of it.

anastasia beverly hills morning routine mom
Photo: Courtesy of @anastasiasoare

My assistant keeps me organized, and I have a great team who help me do what I do. I never thought that I could do business remotely via Zoom, but I’ve realized that it’s easy and it keeps me more focused because when I’m in the office, I go from one office to another one and I’m driving all the time.

My mother lives right next door to me. She’s 88, and she comes and has lunch or coffee with me, especially over the last year. I’m so thankful that during the pandemic I’ve had the chance to be with her and to cook for her. It’s the best, and I’m so lucky.

The pandemic changed everything. We weren’t used to working like this, but as humans, we adapt, some faster than others. I can adapt very quickly. Hey, I came to America without speaking the language! I think Zoom and the pandemic were important to bring our team closer. In the beginning, I’d have meetings with my executive team, and we’d make a plan, and then the next week we’d have to totally change it and start another one because everything kept changing. We thought that by summer, the pandemic would be over, and we planned in-store events, but summer came and of course, it wasn’t. So, then we thought, oh Christmas! And then Christmas came, and it still wasn’t over! But it forced us to be adaptable and resilient, and it really brought us together as a team.

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