Anastasia Beverly Hills

A Romanian immigrant opened a brow salon on a leased room inside a Beverly Hills boutique in 1997. 20 years later, the brand she built around that one treatment was valued at more than $3 billion. Anastasia Saware began as a skin esthetician at a small day spa and noticed that American women spent significant money on makeup, but almost none on the shape of their brows. She developed a method she called the golden ratio, a set of proportions for measuring where a brow should begin, arch an end, based on the customer's facial structure, and offered the shaping service for around $50. The service built a waiting list of Hollywood clients, including Oprah Winfrey, Naomi Campbell, and Cindy Crawford. The brow product line grew from that clientele, leveraging celebrity endorsements the traditional Ouai through actual use rather than paid contracts.