- Above middle of inside of the nostril,
your eyebrow should begin there.
Outside corner of the nose, corner of the eye,
it should end there.
Tip of the nose, middle of the iris,
this should be the highest arch.
That's the golden ratio.
- Cool.
I'm Jenna Rosenstein, and this is The Beauty Show,
and on today's episode, we're going inside
the global headquarters of Anastasia Beverly Hills
and a look at her billion dollar beauty empire.
So, let's go take a look!
(upbeat pop music)
- Well, hello, Jenna!
Welcome to my office.
- [Jenna] It's beautiful.
- [Anastasia] I designed it myself.
- [Jenna] That's not surprising.
Well, I can't wait to dig into your beauty stash.
- Of course!
I'm so happy that you are here and we could share,
I could share everything.
- Yes.
- Well, let's start with the history
of Anastasia Beverly Hills.
- Oh, I'm so excited.
- So, in 1999, I launched a full makeup line in the salon.
So, not only the eyebrow products
were the ones that I wanted to launch at the beginning,
because there were no products for eyebrows.
This category didn't exist in early 1990
if you can believe. - Yeah, you were the first.
- Yes. - You were the first!
- I reinvented eyebrows.
- You did!
- So, those three were, this was the loose powder,
pressed powder, and blush, and trio eyeshadow.
- [Jenna] Were those the first products?
- Everything is. - Everything came out at once?
- Yes, at once. - Okay, okay.
- The bottle was custom done, and the cap,
so extremely expensive packaging.
I had no idea, because I didn't know
anything about the beauty industry.
- And you've always been doing it yourself.
- Yes.
- Like this is what makes your brand so unique.
- Completely. - Right.
- Here we have the brow kit I call the Brow Book.
- Okay.
- And the reason why I started putting that together was,
in '99, Poppy Montgomery, I don't know
if you are familiar with, she's a beautiful actress,
she was going in Canada to do a Marilyn Monroe movie.
Had beautiful, thick eyebrows,
and as you know, Marilyn Monroe
had very beautiful, thick eyebrows.
- [Jenna] Right.
- And she said, I'm gonna go there,
and I don't know if my makeup artist
will know how to keep the shape.
So, I said, let me go to the art store
and find a sheet of plastic,
I will cut us like a form, which was a stencil,
and I start mixing some Vaseline with aloe vera
and some powder, and kind of give her
in a plastic bag this kit. - Right.
- So, five months later, she came back,
she said, oh my God, this was amazing,
it worked so great, you should do something.
And I thought, you know what?
I'm in LA, in Beverly Hills.
Not everybody has access to this.
Maybe I should create a kit, and this is the kit.
But that was the first time when I said,
well, the whole concept of eyebrow
is you apply the product,
and then you blend with the spoolie,
so why should you have two separate brushes?
We should do one double-ended,
and this is what happened, so.
- [Jenna] And so, these sets were sold in Nordstrom,
did you say?
- Yes, in my salon in Beverly Hills and in Nordstrom.
So, in 2007, we launch in Sephora, and then--
- Everything changed. (laughs)
- Everything changed.
And Instagram, for us, was absolutely the best vehicle.
- [Jenna] 'Cause you're still like
the most followed brand on Instagram, right?
- Well, we were the first brand.
We wanted to expand, and of course,
my daughter came with the idea
of slowly creating something out of it.
All this years working with me,
she came to me, and one day she said,
Mom, let's do a contouring.
Because contouring is the second most important element
if you learn how to do it right,
to create that perfect proportion.
Let me show you a few
of my stash here. - Okay.
- 2013, I wanted to create this bold and beautiful.
This is very art deco.
This was a palette and this was for eyebrows,
with a little pomade there and color.
- It's like a mini version, sort of, of your eyebrow kit.
- It's a mini version, exactly.
Right now, I think everybody's using makeup every day.
A woman that knows, learns, how to do her makeup,
I think we empower her, she feels beautiful,
she feels confident.
Right now, I think women use makeup every single day.
- And it doesn't have to be a dramatic smokey eye--
- No.
- It can just be doing your eyebrows.
- Completely. - Yeah, right.
- So we start doing collaboration
with the make up artists on Instagram.
Because we realize, was a community,
Instagram became a community of people
and we wanted to show the support.
- Right.
- Usually what we do with a palette,
it's a quad, so you have to think of the quad.
- So you're not jump, you can, if you want.
- You could do whatever you want.
- Right, but this helps you.
- But to make it easier, you see, this is a look.
This is another look, and this is another look.
And you could go the other way, back.
- [Jenna] Right.
- So all our palettes are like that.
- [Jenna] That's really cool.
- Yes. - I see Soft Glam there,
that's my favorite palette of yours.
- Really?
- Yeah!
- Okay, still one of my favorites.
The colors, I mean, when I saw her first,
like, red, are you crazy?
(Jenna laughs)
Who is gonna wear that red?
So we have the Brow Wiz, as you know.
- I mean, everyone on the planet uses this.
- Yes.
- You know that, right?
Like, everyone.
- The brush is custom, it's designed to blend perfectly
the texture of the pencil.
But every batch, I still approve it.
- Oh, just to make sure the quality is still there?
- Absolutely, every time when we order another batch,
I have to approve it first.
They will use the same formula,
but remember, the raw materials
are bought by companies, there are a few companies,
who all over the world.
But let's say, yellow, you'll buy one time
from Brazil, and next time maybe you'll buy from Spain,
I give you an example.
Yellow is from the soil.
- Right.
- Maybe in Brazil, the soil has little green in it--
- So minor differences.
- It's so tiny.
So when they start mixing, the color is not the same.
- Wow.
- It's like a tiny little thing, so--
- So every batch that you order, you test it.
- Every batch, I check all the batches
for eyebrow products and my daughter for makeup.
Every single one.
Now we get into the--
- The glow! - The glow!
(both laughing)
So we were, of course, at the beginning
the first one to create the kits.
The Dream is really cool
'cause you could use as a shadow.
- Yeah, it's like holographic.
- And it's holographic.
- Oh, it's so beautiful! - Look how beautiful, yeah.
Innovation, for us, we're like,
this is what we want to do.
We don't want to do what everybody else does.
We want to create trends
and we created, of course, trend with eyebrows,
then with contouring, then with highlighting.
We like to think outside of the box.
And if we are not 100% happy
or as in love with, we'll never launch.
- Well, I can't wait for that day to launch the mascara,
I'm so excited. (laughs)
- [Anastasia] This is everything about eyebrows.
Every eyebrow product that I made.
- [Jenna] It's heaven.
- But this was in 2017, 20 years of--
- Wow.
I would drop 5000 dollars on something like this. (laughs)
- And then-- - What is this?
- This is the contour book,
this was a PR package as well.
You have every color that you could use to contour.
- [Jenna] So fun. I'm sure makeup artists loved this.
- Oh my god! - Yeah.
- No, Kim Kardashian called me like,
do you think I could have one
and for my mom, too?
I'm like, of course!
- [Jenna] Sure, Kim, anything!
- Yes, yes.
And we have Alyssa Edwards.
We love her.
- [Jenna] These are some colors, whoa!
- [Anastasia] And some colors.
- Oh my gosh. - Yes.
- Look at that yellow!
Brick road, I mean, yellow brick road.
- Do you know Alyssa Edwards?
- Yeah. - From the Drag Race.
You know, we sponsored Drag Race from the beginning
and we love her on the show.
I think she has so much personality
and she is, she knows how to put a show.
- Yeah, definitely.
And knows how to make a palette.
- Yes.
She chose the colors.
- I love that you're so open to collaborating
with new talent, new faces.
- Absolutely.
We are, I think we were the first brand
that ever supported men.
To me, it's an art.
I mean, when we start posting on our Instagram
guys doing their makeup, I said,
hold on a second, you are a woman
and you could do your makeup at 12 o'clock at night
and you could post.
But if you're a guy, you can't get a model
at 11 o'clock at night to pay.
It's like, why you cannot put makeup on yourself?
- [Jenna] Right!
- It's just the technique that you need to admire
and to learn from.
And I'm happy because it's just an art form.
Makeup, it's art form.
- And when you're talking about
like the technical elements of golden ratio--
- Completely.
- And drag queens have been doing that for years.
- Forever!
I think they know contouring better than anybody.
So why we should not celebrate that?
- Definitely.
(upbeat music)
- Both my parents have very, very sparse brows.
- Really?
- So I don't really do much to them, yeah.
- Actually, you have really beautiful face, oval
and almost, according your bone structure,
from the hairline to the eyebrow, base of the nose
and chin, those three zones should be equal.
And yours are quite equal.
- Thank you.
- This is a high arch stencil.
You connect number one here, mark,
you keep this part a little to the ground,
and you start filling in
exactly where your eyebrow should end.
You brush to blend the excess.
You see this part here? - Mm-hm.
Oh, wow, it's instant.
- If the product is not dry,
it's gonna smear on your face.
I think you are missing a little hair there.
- I'm sure you see both, I'm sure you see people
who have overgrown eyebrows--
- Yes.
- And I'm sure you see people who have none.
I'm like--
- It's amazing, yeah? - I'm speechless.
- Wow.
I mean, I have a different face.
(upbeat music)
All right, well, we're gonna finish up the other eyebrow now
so I don't have just one gorgeous eyebrow but two.
But thank you so much for having us over today!
- Of course!
Thank you so much for coming
and being in Anastasia Beverly Hills land here.
- I loved it.
We learned so much.
- Thank you.
- All right, let's do this.
Second guy. (laughs)
- Yes.
(soft upbeat music)