The beauty landscape has changed dramatically over the last decade–it’s more inclusive and dynamic than ever and has something to offer to everyone who steps in. For this special issue, Beauty Unplugged we spoke to global experts and trend creators about how they’ve helped shape the industry, what it means to be in the business in current times and how the landscape has changed.
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Growing up in Romania, Anastasia Soare always wanted to be ahead of the curve. “When I was a teenager, a painter friend of my mother’s would bring me back materials from Italy and smuggle them into the country. I used to make eyeshadow from a green pigment,” she says. The global artist and entrepreneur also remembers playing with a mascara that had a head like a toothbrush. She credits these early experiments for building her interest in beauty.
ELLE: When and how did your interest in makeup begin?
Anastasia Soare (AS): I immigrated from Romania in 1989 and was working as an esthetician in Beverly Hills. During this time, I realised no one was paying attention to their eyebrows. It was as an afterthought, and they weren’t offered as an entirely separate service. I began to offer to shape clients’ brows, and as demand for the service increased, I went from renting a room in a salon to launching my flagship salon in 1997.
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ELLE: As a founder of a sought-after beauty brand, what is your beauty routine like?
AS: My go-to day-to-day beauty routine consists of products that make me look natural, balanced, and refreshed. I love our Luminous foundation and Magic Touch concealer for a brightening, smoothing, and correcting effect with a second- skin finish. Brow Freeze gives my brows a classic and polished laminated look with a few swipes, and it pairs beautifully with the Brow Powder Duo to disguise areas of sparseness. I also like to use Brow Wiz to add realistic hair-like detail. Last, I reach for Satin lipstick for a lush pop of colour and our new Lash Sculpt Lengthening & Volumizing mascara for extension-effect lashes.
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ELLE: What are some of the trends that you want people to leave behind and move on?
AS: I would love for people to move on from any trend that isn’t working for them personally. Beauty has made strides in embracing individuality, and it’s time to make beauty your own – what’s best for your features, skin tone, and aesthetics.
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ELLE: What do you start and end your day with?
AS: I am deliberate about my mornings. I listen to jazz over coffee, answer calls and emails at home, and take my time to get ready. At night, I never skip taking off my make-up, and I wind down screen usage to avoid mentally jumping into the next day’s projects.
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ELLE: What upcoming trends will gain significant traction in the coming months?
AS: This fall, we will see a trend of turning up the volume with bold, playful beauty, especially with the eyes.
ELLE: What’s a brow 101 many people don’t know about?
AS: Many people don’t realise they have the incorrect brow shape for their face and bone structure. Brows should begin directly above the middle of your nostrils and end where the nostril’s corner connects with the eye’s outer corner. The arch’s highest point should connect the tip of the tip of the nose with the centre of the iris.
Find ELLE’s latest issue on stands or download your digital copy here.
