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Speaker 1: Yeah, I was at a restaurant that is like an

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Speaker 1: amazing restaurant and super respected, and everyone was talking about

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Speaker 1: it and it's the greatest restaurant and the best restaurant.

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Speaker 1: It's impossible to get a reservation. And two years from Thursday,

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Speaker 1: we made a reservation pre pandemic to go now, hoping

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Speaker 1: there'd be no pandemic, you know, post Ppe scandal that

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Speaker 1: I went through, you know, just like we planned four

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Speaker 1: years ago for this reservation. So we sat down and Um,

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Speaker 1: we ordered different types of food, and I came. I

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Speaker 1: grew up in the time, back in my day, we

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Speaker 1: got the food together. Like sushi doesn't count necessarily because

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Speaker 1: you get roles at a time. But back in my day,

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Speaker 1: my generation, if two people wanted an appetizer that came

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Speaker 1: at the same time, if you ordered an entree that

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Speaker 1: that came at the same time, unless it's families style

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Speaker 1: and it's coming for everybody, and then they've asked you

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Speaker 1: if you've dined with them before, and gave you the

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Speaker 1: whole thing. So, um, I got like three different things

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Speaker 1: before Paul got his cheeseburger. I literally got a pasta,

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Speaker 1: I got a starter, I got shohido peppers, like a

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Speaker 1: whole bunch of things. And I felt sort of selfish,

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Speaker 1: like I felt like I was pleasuring myself in bed

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Speaker 1: before I've been thinking about Paul. So he got his later.

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Speaker 1: His was really taking a long time. I guess it's

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Speaker 1: a different person doing it. It's a different process. So

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Speaker 1: I said, hey, do you know do you know where

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Speaker 1: his his burgers? And I said, um, things come out

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Speaker 1: when they're ready here, like so I don't Okay, you

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Speaker 1: could get your crambolay dessert when I get my appetizer

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Speaker 1: shrimp cocktail. That's just another thing that we're doing now.

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Speaker 1: So that's, you know, part of passagg dining in Yeah, No,

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Speaker 1: we do things differently here. We do it differently here.

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Speaker 1: We food comes out as we decide or as we're ready,

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Speaker 1: and we don't straw. We sip cup ladies and gentlemen.

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Speaker 1: I mean usually I throw to the audience, and I

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Speaker 1: will do that today. But you may come here with

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Speaker 1: a straight jacket and take me away for this ridiculous rant.

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Speaker 1: So it's whatever you want to talk about, whatever you

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Speaker 1: want to say, whatever you think, if you understand what

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Speaker 1: I'm talking about. But I just want to know a

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Speaker 1: or straws canceled altogether and be is getting food at

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Speaker 1: the same time as the other person you're dining with

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Speaker 1: also canceled. Is that over to My guest today is

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Speaker 1: my friend Anastasia, founder and CEO of Anastasia Beverly Hills.

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Speaker 1: She runs a true beauty empire. Her story is incredible.

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Speaker 1: She immigrated from Romania and started her business in a small,

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Speaker 1: one room salon. It was above the salon. Actually, people

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Speaker 1: would line up and wait three hours just in hopes

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Speaker 1: of a cancelation so they could have their eyebrows done

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Speaker 1: by her. Anastasia's commitment to her craft and her business

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Speaker 1: is a true lesson in learning to do one thing

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Speaker 1: better than anyone and growing from there. And she created

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Speaker 1: a category. She basically created the eyebrow category. Anastasia talks

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Speaker 1: to us about being the first major beauty brand to

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Speaker 1: join Instagram and creating an organic relationship with her customers,

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Speaker 1: as well as the moment she told her husband that

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Speaker 1: she didn't leave her family in Romania to settle and

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Speaker 1: she was committed to her dream. Her passion is amazing.

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Speaker 1: I was a customer of hers and became a friend

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Speaker 1: and now I can't wait for you to hear about

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Speaker 1: my amazing friends journey. Nobody listening knows that we've known

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Speaker 1: each other since we know therefore a thousand years for

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Speaker 1: But literally when we were both broke, oh completely, were

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Speaker 1: you broke? Like I was really broke. You broke broke.

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Speaker 1: I'm not that broke, but I was building the song.

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Speaker 1: I remember when I opened the salon in on the

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Speaker 1: Bedford Drive in seven and Um, you came to me.

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Speaker 1: I wanted to have a little party. You came to

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Speaker 1: me like, you have to let me do your party

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Speaker 1: because I'm so broke. I need money and I need

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Speaker 1: to well have some cookies and some appetizer and drinks,

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Speaker 1: but you need to give me this party. You were

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Speaker 1: not party planner, and there were so many other of

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Speaker 1: my clients. They were in the business like, no, we

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Speaker 1: we need to give bethany Um the right of first

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Speaker 1: refusal because you you needed to build your business. I mean,

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Speaker 1: you were such a hustler Stoph my god, but I

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Speaker 1: knew you from the salon that was above you on

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Speaker 1: Juan Salon. When was that, Yes, that was in two

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Speaker 1: That's when I moved to l A. I literally was

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Speaker 1: there from the beginning of your career. And vice first

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Speaker 1: it was crazy. Yes, you were the first one and

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Speaker 1: among other people that helped me and supported me, and um,

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Speaker 1: that's why I love you forever. I love you forever.

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Speaker 1: Used to Okay, so we're gonna get to everything. But uh, Anastasia,

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Speaker 1: I heard from somebody that she did great eyebrows, but

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Speaker 1: there was not a thing as doing great eyebrows, Like

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Speaker 1: that wasn't a thing. Now it's a thing, the pencils,

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Speaker 1: the people, This was not a thing. So I was like, wait,

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Speaker 1: I didn't even know there was a thing. Don't forget.

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Speaker 1: I was broke. But my friend Drew used to go

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Speaker 1: there and Michelle and I said, okay, I'm gonna go

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Speaker 1: and used to give me a deal I don't remember,

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Speaker 1: probably was like sixty dollars when we started out, and

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Speaker 1: used to give it to me for less God only knows.

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Speaker 1: But you would come at in your eyebrows would look different,

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Speaker 1: like you wouldn't even have known that you needed to

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Speaker 1: deal with your eyebrows. And she was an eyebrow doctor,

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Speaker 1: like fill it in and thin it out, let him grow,

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Speaker 1: then we'll do this. I mean, it was a whole thing.

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Speaker 1: So but you guys, this was literally a small, nothing

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Speaker 1: off like four walls and a table and her and her.

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Speaker 1: You don't understand what this is. This I have a

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Speaker 1: success story, but not even close to what we're about

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Speaker 1: to talk about. Like, this is another level. This is

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Speaker 1: another level even from where I came from to where

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Speaker 1: I am, from where you came from to where you are,

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Speaker 1: We're talking about four walls and a woman and that's it. Like, so,

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Speaker 1: where exactly did you grow up and how did you

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Speaker 1: grow up? What was what were the financial circumstances in

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Speaker 1: your house? And what was the attitude towards work and

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Speaker 1: success and paying bills and like what you thought success

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Speaker 1: was if you even thought about it, what was that? Like? Well,

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Speaker 1: that that's a very good question because if I look

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Speaker 1: back in my life in my career, I think that

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Speaker 1: my childhood was probably the foundation of what I was

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Speaker 1: able to build. Um. So my grandparents, Uh, they were

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Speaker 1: from Macedonia. They in nineteen thirty nine they emigrated in

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Speaker 1: Romania because Romanian government to promise them that they could

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Speaker 1: go to Romania by land, open businesses, by properties. Romania

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Speaker 1: at that time was like Bucarres. The capital used to

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Speaker 1: be called the little Paris was a beautiful country very

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Speaker 1: very rich. The economy was great, they had natural resources,

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Speaker 1: so they decided to go there. Some of their family

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Speaker 1: in Macedonia went to Chicago and they decided to move

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Speaker 1: to Romania. So my grandfather from my mother's side was

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Speaker 1: absolutely an incredible man that during my childhood, I think

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Speaker 1: he was a mentor and a man that even today

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Speaker 1: I look back and I think, wow, he was. He

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Speaker 1: He left such an incredible impression my who I am

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Speaker 1: today because of his um, his intelligence, his uh value

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Speaker 1: of family and life and his work at it UM.

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Speaker 1: So he moved there and they had a lot of land.

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Speaker 1: They had several properties and in nineteen fifty beginning of

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Speaker 1: nineteen fifty, UH, the communist regime kind of start flourishing

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Speaker 1: and they were not allowed to have people working the

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Speaker 1: land and for them, so they started the kids could

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Speaker 1: because they were the rich family, they were not able

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Speaker 1: to uh they were not allowed to go to school,

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Speaker 1: so my mother they couldn't. They lost the land. To

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Speaker 1: make the story short, they lost homes. They were able

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Speaker 1: to keep only in one house and the kids could

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Speaker 1: not go to school anymore. So my mother, I think

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Speaker 1: she was sixteen and UM she um started going to

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Speaker 1: one of her neighbor that was a seams dresser. She

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Speaker 1: started loving doing that and she learned and she started

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Speaker 1: making clothes for all the wives that they had their

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Speaker 1: husband's in the army. Um. So slowly, my mother married

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Speaker 1: my father and they moved to another city and they

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Speaker 1: both opened um tailor shop. Uh. My mother, I think

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Speaker 1: was a very ambitious person. She was the one that

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Speaker 1: kind of run the business. She was an incredible marketer,

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Speaker 1: incredible businesswoman that not only she worked so many hours,

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Speaker 1: so long hours, and she was so good at it,

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Speaker 1: but I think she was um. She was able to

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Speaker 1: promote herself and we were able to go up. I

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Speaker 1: mean I was growing up in in a period in

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Speaker 1: Romania and the seventies where it was very difficult to

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Speaker 1: live there and you couldn't find food, you couldn't have

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Speaker 1: you know, she was able to make clothes for women. Um,

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Speaker 1: and and what I admire her. And I remember being

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Speaker 1: little and telling her, like, mom, you you work so hard.

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Speaker 1: All these clients are like as a kid, I thought

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Speaker 1: they were annoying. How why why you work so hard?

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Speaker 1: And she looked at me and she said, I love

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Speaker 1: what I do and I love to make women feel good.

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Speaker 1: Look pretty. Um, she really loved her job. Um. Of

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Speaker 1: course I couldn't understand. Being twelve years old was kind

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Speaker 1: of hard to understand that concept. Unfortunately, my father that

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Speaker 1: year passed away. She came to me and she said, UM,

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Speaker 1: we need to keep this business. You have to help me.

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Speaker 1: Like MoMA twelve, I don't know anything about business. Like

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Speaker 1: now you're smart. I'm going to teach you and you

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Speaker 1: will help me after school. So I used to do

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Speaker 1: my my homework between sewing machines because she had like

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Speaker 1: six seven people working for her, and she used to

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Speaker 1: go to buy fabrics and all those things. And I

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Speaker 1: used to help her overseeing her her people or if

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Speaker 1: a client will come like slowly. I used to help

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Speaker 1: her with her clients. Um. Because I was in our

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Speaker 1: school and I was very good at drawing, I used

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Speaker 1: to kind of drow designs for her mamma for her clients.

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Speaker 1: And I think she was the first one. Without even

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Speaker 1: knowing that, she introduced me to the golden ratio, the

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Speaker 1: theory that I later on I learned in our classes

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Speaker 1: that Leonardo da Vinci studied the human body and how

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Speaker 1: our body is in a great proportion. The golden ratio

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Speaker 1: and my mother used to tell me like, oh, this

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Speaker 1: client has smaller shoulder and bigger hits. You. We need

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Speaker 1: to balance her body. So when you design, let's put

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Speaker 1: some shoulder pads and and then the hips will not

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Speaker 1: look bigger than the shoulders. So was the whole concept

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Speaker 1: on on how to make the client looking her best.

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Speaker 1: And obviously I I left Romania in nine because not

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Speaker 1: because I didn't. We had the beautiful home, We had

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Speaker 1: um more than every other people that there were around us.

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Speaker 1: But what I couldn't take it anymore was the freedom.

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Speaker 1: I wanted to be free, and I since I was

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Speaker 1: maybe fifteen, I wanted to come to America. UM. So

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Speaker 1: it was absolutely difficult. Wasn't easy. My husband was ship captain,

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Speaker 1: so he was the only one allowed to UM to

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Speaker 1: leave the country, and he defected the ship in Italy

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Speaker 1: and we came. He came here and three years later

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Speaker 1: I came here. So how old you I was thirty

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Speaker 1: was not an easy. It was difficult, I have to say. UM.

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Speaker 1: When he came here, he called me and he said, look,

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Speaker 1: I think you should go to beauty school because you

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Speaker 1: think I know how much you want to come to America.

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Speaker 1: But it's a lot that easy, don't speak the language

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Speaker 1: and will be very difficult for you to find the job.

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Speaker 1: I still didn't want to live in it, and I

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Speaker 1: had this this fantasy in my head that I want

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Speaker 1: to go to America. And I went to beauty school

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Speaker 1: because I was waiting for my passport. Anyway, I waited

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Speaker 1: three years. Um, you went to Romania to British beauty Yes,

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Speaker 1: because I was waiting for my passport. I was my

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Speaker 1: husban skill. Yeah, that's smart I got. I went to

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Speaker 1: beauty school there and in nineteen eighty nine I came here.

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Speaker 1: I didn't speak the language, and I really realized that

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Speaker 1: it's much more difficult that I thought. Three months later,

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Speaker 1: I started working in a salon as a facialist. A

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Speaker 1: Romanian lady introduced me to the owner and I started

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Speaker 1: working there and I worked there for a year and

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Speaker 1: a half and I learned so much from those ladies.

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Speaker 1: I really really, um, I think was absolutely. I took

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Speaker 1: my job, that job, the first job, as an opportunity

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Speaker 1: and a blessing for me that I was able to learn.

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Speaker 1: It was like a sponge. I wanted to know everything

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Speaker 1: those two incredible women were doing, how they that's a

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Speaker 1: good lesson for people. Just get it. Get on the road.

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Speaker 1: You may not even be on the right road. Just

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Speaker 1: get on, get in the car, turn the keys on,

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Speaker 1: and go somewhere and learn something. Everywhere, no matter where

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Speaker 1: you land, you're gonna learn something. My colleagues used to say,

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Speaker 1: Oh my my, I'm I have to come here from

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Speaker 1: nine to six. I will not come one hour earlier,

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Speaker 1: or I will not say one hour late. Me. I

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Speaker 1: would like whenever you want me, because there were clients

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Speaker 1: that they wanted to come before nine and stay later.

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Speaker 1: Whenever you want me. I need the money, please sign

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Speaker 1: me in. Anything you want to ask me, I am here,

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Speaker 1: or I will be around them cleaning their desk, their station,

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Speaker 1: because not because I had to do that, but that

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Speaker 1: wasn't in my job description. I get it to learn.

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Speaker 1: I wanted to know. I wanted to listen how they

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Speaker 1: treat the clients. What I to me was a privilege

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Speaker 1: that I was there to learn. What percentage of people

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Speaker 1: do you think don't really work that hard based on

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Speaker 1: all the people you've hired and employed and worked with.

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Speaker 1: What percentage? What? What percentage people do you think really

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Speaker 1: work the way that you and I work? What percentage

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Speaker 1: I work. It's very hard to to say that because

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Speaker 1: I have some people that work really incredible hard and

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Speaker 1: I think I'm lucky enough to have a team that

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Speaker 1: is very hard working, from older ladies to or men

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Speaker 1: to youngers. But to me, what I want to say

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Speaker 1: is this mm hmm. What you do from a very

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Speaker 1: young age, you set yourself for the rest of your

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Speaker 1: life everything you want to do. If you think this

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Speaker 1: is your job description and you are not going to

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Speaker 1: do anything else, that and those five things, twenty years later,

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Speaker 1: you will be exactly the same job exactly. If you

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Speaker 1: go and get a job and you stretchy and you

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Speaker 1: will do a hundred ten percent more than your job

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Speaker 1: description was twenty years from now, and you will be

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Speaker 1: way far away from exactly are you today. So it's

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Speaker 1: it's exactly what you said yourself for success or, and

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Speaker 1: it's okay. I don't think everybody needs to be like

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Speaker 1: me and you. I worked like a crazy person, I know,

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Speaker 1: but I wanted to be where I am today. I

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Speaker 1: and it's okay to have a job nine to six

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Speaker 1: and and be a have a balanced life, and it's

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Speaker 1: okay with that. But it's up to you where you

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Speaker 1: want to be What do you want now? And why?

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Speaker 1: What makes you do this every day? So in ninety

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Speaker 1: and two thousand eighteen, I saw the portion of the

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Speaker 1: company because I wanted help with operation. I wanted to

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Speaker 1: be a global company, and I wanted to partner with

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Speaker 1: somebody that has so much more experience in a in

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Speaker 1: a global expansion. That what who did you do that?

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Speaker 1: Who did you think? Are you allowed to tell? The

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Speaker 1: course is public? So wonderful company that will help me

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Speaker 1: to grow um the to be a global company. Uh,

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Speaker 1: that didn't meant that I wanted to sell the company

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Speaker 1: to sit home and do what I don't know even

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Speaker 1: what I will do. They wouldn't have bought it if

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Speaker 1: you were gonna sit home. They would have bought it

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Speaker 1: because they wanted you to, they want they needed you. Anyways,

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Speaker 1: I think it's so much easier for me to work

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Speaker 1: because I I need to focus only on growing the business.

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Speaker 1: But do they give you control? Because most a lot

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Speaker 1: of times when people sell a piece, I'm not trying

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Speaker 1: to pry. Are you allowed to talk about what percentage

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Speaker 1: you sold and who has control? And how that it's

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Speaker 1: a minority it's a minority percentage. So obviously I have

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Speaker 1: a lot. Of course, you have a lot of control.

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Speaker 1: You sold the minority percentage. Okay, but um, but was

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Speaker 1: that life changing monetarily for you? Was that the difference

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Speaker 1: between doing fine and through the comtely? No question for me, money.

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Speaker 1: I don't do this for money. I I like nice things.

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Speaker 1: I'm not going to deny that. I work really hard

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Speaker 1: for everything I've done, but that's not my motivation in life.

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Speaker 1: I don't work because of the money or things or

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Speaker 1: nobody is successful on this podcast, and I'm talking about

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Speaker 1: major billionaires icons. Nobody doesn't for the money. Nobody, from

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Speaker 1: Cheryl Sandberg to Wolfgang Puck, no, Mark Cuban, nobody. That

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Speaker 1: money couldn't drive you this far. Yes, no, no, If

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Speaker 1: you do it for the money, you do it for

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Speaker 1: the wrong reason, right, Okay, So let's get granular now.

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Speaker 1: So you are doing eyebrows impeccably. You have a slow

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Speaker 1: and low cult like following that's growing. And then I

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Speaker 1: believe liked with Tory Birch. I believe Oprah was a

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Speaker 1: big turning point for you. Maybe, but but you moved

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Speaker 1: to that other salon and that was sort of glamorous

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Speaker 1: in Beverly Hills and that's when I remember makeup coming

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Speaker 1: into the mix. So can you tell us about the

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Speaker 1: trajectory from when I was going up there into the

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Speaker 1: next salon and then what took off? What happened so

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Speaker 1: um to start from the salon that I worked in,

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Speaker 1: Uh to those ladies what's called Giovanna you Tai worked

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Speaker 1: there for a year and half and they didn't. I

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Speaker 1: kind of saw that void in the industry and nobody

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Speaker 1: paid attention to eyebrows, and I said, look, I want

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Speaker 1: to do eyebrows. I think it's I remember my art

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Speaker 1: teachers talking about how important eyebrows are in the growing

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Speaker 1: in the art arena. Like he always said, if you

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Speaker 1: want to draw a portrait, then you want to change

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Speaker 1: an emotion, you change the eyebrow shape. He was the

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Speaker 1: one that introduced me to the Leonardo da Vinci theory

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Speaker 1: that he applied in his work, Yes, the Golden Ratio.

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Speaker 1: And I started going to the library and and kind

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Speaker 1: of without even thinking, I started developing this technique on

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Speaker 1: how to shape eyebrow according everybody's bone structure and natural shape.

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Speaker 1: And it started with me because I had pencil tin

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Speaker 1: round eyebrows in the eighties in Romania. That was the

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Speaker 1: fashion my estates and at that time was tweezing my

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Speaker 1: eyebrows was very normal in Romania to get your eyebrows shaped,

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Speaker 1: but was no not a formula that will balance perfectly

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Speaker 1: the face. So the owner didn't want me to do eyebrows,

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Speaker 1: and I decided to rent a little room in uh

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Speaker 1: Juan Juan Salon. I rented that tiny little Chinese and

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Speaker 1: I started building my clientele. Everybody thought I was crazy

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Speaker 1: and I and I used to tell my my husband

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Speaker 1: I didn't come I didn't left my family. I didn't

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Speaker 1: go through so much to come here and just be

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Speaker 1: an esthetician. I want to do a little more because

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Speaker 1: I know my potential. I want to to to I

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Speaker 1: have a bigger dream. And he kind of didn't believe

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Speaker 1: in it, but I didn't care. Seriously, I I took

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Speaker 1: I took my chance. I ran to the room at

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Speaker 1: Juan Juan. I worked there from ninety two to ninety four.

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Speaker 1: In ninety four, I was like my first article in

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Speaker 1: Vogue magazine uh in UM ninety nine four was like

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Speaker 1: two pages by this incredible writer Marina Rosstad had an

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Speaker 1: article about Kevin O Kwan making faces that beautiful book,

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Speaker 1: and he was regarded as one of the most incredible

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Speaker 1: makeup artists, that kind of revolutionary the makeup industry. And

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Speaker 1: he was the one that talked about how important eyebrows is.

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Speaker 1: And a few pages later was this article about Anastasia

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Speaker 1: that is the best kept secret in Hollywood among Hollywood

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Speaker 1: movie stars. So I think that was the first step

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Speaker 1: for me. Okay, and in ninety four and by nineties

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Speaker 1: six it exploded. It went crazy. I would have to

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Speaker 1: I would go to the other side. Yeah, you couldn't

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Speaker 1: fit people in, but no matter what, you would take

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Speaker 1: me to that fancy salon. You would put me in

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Speaker 1: front of everybody because I was one of the first.

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Speaker 1: This was like a fancy, fancy salon. You had made it.

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Speaker 1: And I would walk in and I was still broke.

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Speaker 1: Then I was still broken until the year twenty years later.

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Speaker 1: But I would still um walk in and you would

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Speaker 1: do you know your assistance and your daughter was working there. Oh, no,

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Speaker 1: I was booked. I would open my my book only

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Speaker 1: six months because I will be booked on for years.

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Speaker 1: And those six months I would work NonStop from eight

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Speaker 1: nine o'clock in the morning until nine o'clock at night

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Speaker 1: and I will be booked every ten minutes. But you

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Speaker 1: had to train other people otherwise you could train well. Yes,

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Speaker 1: And what happened actually was that if a client will

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Speaker 1: not show up for her appointment, then I could will

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Speaker 1: have a waiting list of people that they were coming.

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Speaker 1: They will wait three hours. I have felt so bad,

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Speaker 1: but I had two hands. It was nothing I could do.

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Speaker 1: But I I never ever, ever to this day forget

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Speaker 1: the people that supported me. Um celebrities, but every day

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Speaker 1: women actresses the beginning. You know how many, how many

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Speaker 1: Jennifer Lopez was in ninet, just was just doing Selena.

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Speaker 1: She was an upcoming actress and so loyal till this day,

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Speaker 1: so Oprah Winfrey's and I was on her show. It

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Speaker 1: we couldn't stop the phone ringing in the salons and

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Speaker 1: still loyal still this day. So I am so thankful

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Speaker 1: for all the support that I got from people like you,

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Speaker 1: my clients, my friends, I mean we were friends. I

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Speaker 1: mean we used to go out with but this is

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Speaker 1: how it was. Everybody was trying to be an actress,

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Speaker 1: to be a businesswoman. We all together. I think that

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Speaker 1: I missed those times. How I do too. We're all

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00:26:11,640 --> 00:26:15,080
Speaker 1: too serious I completely agree. We should go out. Let's

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00:26:15,080 --> 00:26:17,720
Speaker 1: really make a plan and like could do something stupid.

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Speaker 1: Just let yes, the craziest girls in the world. Yes,

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00:26:22,280 --> 00:26:24,720
Speaker 1: we have to get together. Let's do that. I'm gonna actually,

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00:26:25,080 --> 00:26:28,080
Speaker 1: let's just get together. Um. The question I have is

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Speaker 1: how many employees do you have? Now? But explain to

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Speaker 1: the people listening, so how you did it. So you're

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Speaker 1: in a salon. Now you have people working for you.

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Speaker 1: Now you've got to manage other people and manage a business.

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Speaker 1: You had the idea for makeup like this is before.

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00:26:41,119 --> 00:26:43,960
Speaker 1: This is also before makeup was what what it is.

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Speaker 1: This was not all these Instagram influencers and makeup people

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Speaker 1: are famous, like makeup people weren't famous. So this is

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Speaker 1: also something that you didn't Yeah, exactly, the James Charles

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Speaker 1: all that stuff that you created. This too. You were

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Speaker 1: not to open a magazine and read about a hairstyles

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Speaker 1: sort of makeup. No, it was like chefs back the

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00:27:05,320 --> 00:27:10,159
Speaker 1: chefs for chefs much Yeah, ninety four, Grant didn't read

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Speaker 1: By ninety Allure magazine launched their magazine early nineties and

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Speaker 1: they were the first one they started talking about beauty

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Speaker 1: and I remember this was a very pivotal time. I

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Speaker 1: remember they called me in ninety four or ninety three

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Speaker 1: and they said, UM, we want to write an article

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Speaker 1: about you. Can we ask one Can you ask one

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00:27:37,800 --> 00:27:43,680
Speaker 1: of your celebrity clients for um permission to put her

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Speaker 1: name in the in the article because at that time

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Speaker 1: people didn't write use everything. And I asked her and

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00:27:54,440 --> 00:27:58,440
Speaker 1: I said, can I use your name? And like, well,

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Speaker 1: you cannot say that you do my bikini works. And

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00:28:01,640 --> 00:28:04,720
Speaker 1: because at that time you don't read, you didn't read

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00:28:04,760 --> 00:28:10,320
Speaker 1: in magazines all this crazy story people. And I build

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00:28:10,400 --> 00:28:16,080
Speaker 1: my client my clientele just caring for them, supporting them

430
00:28:16,400 --> 00:28:19,640
Speaker 1: and in the same time looking up for them. Their

431
00:28:19,680 --> 00:28:23,919
Speaker 1: reputation was very important for me. I will never so

432
00:28:24,200 --> 00:28:28,200
Speaker 1: sell a story too. Do you remember starting magazines and

433
00:28:28,240 --> 00:28:31,480
Speaker 1: stuff like that? How they used there and like can

434
00:28:31,520 --> 00:28:34,720
Speaker 1: you tell us? Like absolutely not, Like I can't do

435
00:28:34,760 --> 00:28:39,560
Speaker 1: that anyway. So when I when she told me that

436
00:28:39,840 --> 00:28:43,520
Speaker 1: I cannot talk about the bikini, I thought maybe I

437
00:28:43,560 --> 00:28:48,600
Speaker 1: should focus only on eyebrows, because eyebrows everybody will see it.

438
00:28:48,840 --> 00:28:52,240
Speaker 1: You see your mother, your sister, you you could tell everyone,

439
00:28:52,360 --> 00:28:56,200
Speaker 1: and it's something that a makeup artist will appreciate because

440
00:28:56,240 --> 00:28:59,360
Speaker 1: it's so much easier to do makeup when the eyebrow

441
00:28:59,480 --> 00:29:04,520
Speaker 1: is clean and shaped. So I started slowly focusing on eyebrows,

442
00:29:04,960 --> 00:29:10,680
Speaker 1: and um, I rented the space in Beverly Hills on

443
00:29:10,800 --> 00:29:15,200
Speaker 1: Bedford Drive. It's still there the salon, uh to just

444
00:29:15,560 --> 00:29:18,840
Speaker 1: to not talk too much about that. But the landlord

445
00:29:18,880 --> 00:29:21,720
Speaker 1: didn't even wanted to rent me the space because he

446
00:29:21,760 --> 00:29:24,840
Speaker 1: couldn't believe that eyebrow. I will be able to pay

447
00:29:25,680 --> 00:29:31,960
Speaker 1: for the eye for the doing eyebrows. Um, so uh

448
00:29:32,120 --> 00:29:35,880
Speaker 1: they I started doing the eyebrows more and more. All

449
00:29:35,920 --> 00:29:39,600
Speaker 1: the other girls used to do facial embody waxing and

450
00:29:40,280 --> 00:29:43,480
Speaker 1: true after I wish watched the eyebrow, I will fill

451
00:29:43,600 --> 00:29:47,440
Speaker 1: an eyebrow with some vasselin mixed with eyeshadow and all

452
00:29:47,480 --> 00:29:50,720
Speaker 1: overa and that was a pomp. I remember. I remember

453
00:29:50,840 --> 00:29:52,800
Speaker 1: it was very It was very satisfying the way he

454
00:29:52,920 --> 00:29:56,680
Speaker 1: was like, yeah, like I remember, everyone will go home

455
00:29:56,760 --> 00:29:59,920
Speaker 1: and they will take a shower and they will come

456
00:30:00,040 --> 00:30:03,400
Speaker 1: back and say, hey, we want something. Because when I

457
00:30:03,560 --> 00:30:06,360
Speaker 1: leave your space, my eyebrow looks amazing. But after I

458
00:30:06,480 --> 00:30:09,400
Speaker 1: take my shower, what I'm going to do is so funny.

459
00:30:09,640 --> 00:30:13,160
Speaker 1: So I decided to In nineties seven, I decided to

460
00:30:13,320 --> 00:30:16,440
Speaker 1: start to make this product line. I went to Italy

461
00:30:16,720 --> 00:30:22,240
Speaker 1: and in launched the line in h in Beverly Hill Salon,

462
00:30:22,560 --> 00:30:25,240
Speaker 1: and I have to say that it was I used

463
00:30:25,240 --> 00:30:30,160
Speaker 1: to work there Tuesday through Saturday. Saturday, after work, I

464
00:30:30,200 --> 00:30:32,680
Speaker 1: will take my carry on and I will go to

465
00:30:32,840 --> 00:30:36,040
Speaker 1: North Troms because we launched the brand in North Strums,

466
00:30:36,240 --> 00:30:39,000
Speaker 1: I remember, and that was around the Oprah. Yes, that

467
00:30:39,160 --> 00:30:43,680
Speaker 1: was about the thousand and UM and we I used

468
00:30:43,680 --> 00:30:47,000
Speaker 1: to go and Sunday and Monday. I used to promote

469
00:30:47,480 --> 00:30:52,240
Speaker 1: around the country the service and the products. So basically

470
00:30:52,280 --> 00:30:55,720
Speaker 1: I was working seven days a week, non stuff um

471
00:30:56,720 --> 00:31:00,240
Speaker 1: and I was before I would go to this to

472
00:31:00,360 --> 00:31:02,600
Speaker 1: the north from to do the event. I will be

473
00:31:03,200 --> 00:31:06,520
Speaker 1: at six seven o'clock in the morning doing the the

474
00:31:07,680 --> 00:31:16,360
Speaker 1: local news, TV hours, you're interviews, TV, anything possible I

475
00:31:16,440 --> 00:31:19,600
Speaker 1: would because there was no social media. So this is

476
00:31:19,680 --> 00:31:24,080
Speaker 1: how I built my I get help, you know. And

477
00:31:25,240 --> 00:31:31,280
Speaker 1: in in two thousand and seven, we went to cosmoprof

478
00:31:31,400 --> 00:31:35,400
Speaker 1: in Las Vegas and Sephora buyers they stopped by our

479
00:31:35,520 --> 00:31:39,720
Speaker 1: booth then they loved it was kind of empty the

480
00:31:40,480 --> 00:31:45,480
Speaker 1: convention center and were mobbed by people. So we launched

481
00:31:45,520 --> 00:31:48,400
Speaker 1: in nine and two or seven in Sephora stores and

482
00:31:48,720 --> 00:31:51,400
Speaker 1: it was a great success, and then all time and

483
00:31:52,680 --> 00:31:55,360
Speaker 1: then we roll out everything the rest of his history. Yes,

484
00:31:55,520 --> 00:31:59,240
Speaker 1: so it sounds like, really this is a marriage of

485
00:32:00,320 --> 00:32:03,400
Speaker 1: marketing and hard work. But being very specific, you did

486
00:32:03,480 --> 00:32:06,160
Speaker 1: not come in with ten thousand different things with gimmicks.

487
00:32:06,240 --> 00:32:09,480
Speaker 1: You had one thing you did really well. Then there

488
00:32:09,560 --> 00:32:11,880
Speaker 1: was a demand for the next thing, so you gave

489
00:32:12,000 --> 00:32:14,400
Speaker 1: them what they wanted. But you basically listened to your

490
00:32:14,760 --> 00:32:16,960
Speaker 1: audience about what they wanted, which was the Brown Gael,

491
00:32:17,320 --> 00:32:20,240
Speaker 1: and then you blew up and then you took it

492
00:32:20,320 --> 00:32:22,320
Speaker 1: to the next level with the big makeup line. You

493
00:32:22,360 --> 00:32:24,280
Speaker 1: didn't try to put fifty pounds of ship in a

494
00:32:24,320 --> 00:32:27,800
Speaker 1: five pound bag. No. I have to mention that when

495
00:32:27,840 --> 00:32:30,360
Speaker 1: I launched the first time, I launched a full makeup

496
00:32:30,440 --> 00:32:34,480
Speaker 1: line because nobody, no mac, no steel. I wanted to

497
00:32:34,680 --> 00:32:36,920
Speaker 1: sell the makeup in Oh you had to do it

498
00:32:36,960 --> 00:32:39,360
Speaker 1: because the retailer said, we can't have one little wand

499
00:32:39,480 --> 00:32:41,640
Speaker 1: sitting by itself, I experienced that a lot. They need

500
00:32:41,720 --> 00:32:43,800
Speaker 1: you to have a line. Oh, so they made you

501
00:32:43,880 --> 00:32:45,800
Speaker 1: sort of do it. And also no, they didn't. I

502
00:32:46,040 --> 00:32:50,160
Speaker 1: wanted to do it for my spad and I launched

503
00:32:50,480 --> 00:32:53,800
Speaker 1: the full makeup line in the twenty doors in Northstrom.

504
00:32:53,960 --> 00:32:57,320
Speaker 1: The problem was I didn't know that I had to

505
00:32:57,800 --> 00:33:01,560
Speaker 1: pay for the makeup artists that are are working at

506
00:33:01,640 --> 00:33:06,920
Speaker 1: the counter, So I kept only eyebrow products because I

507
00:33:07,040 --> 00:33:10,680
Speaker 1: had a esthetician that they will they were able to

508
00:33:10,920 --> 00:33:14,560
Speaker 1: sell and do the service. That was the deal, and

509
00:33:15,480 --> 00:33:17,920
Speaker 1: I pulled the makeup. So I lost a lot of

510
00:33:18,080 --> 00:33:21,680
Speaker 1: money by doing that. But that's an interesting lesson, very

511
00:33:21,720 --> 00:33:25,880
Speaker 1: good lesson. It's better to kind of scotty very well.

512
00:33:26,000 --> 00:33:28,080
Speaker 1: I didn't know that I need to pay, so I

513
00:33:28,680 --> 00:33:33,440
Speaker 1: I think everybody that gets into any project or anything

514
00:33:33,560 --> 00:33:37,280
Speaker 1: they want, do your homework. You know I didn't do

515
00:33:37,400 --> 00:33:40,880
Speaker 1: my homework. Do your homework. But you couldn't totally do

516
00:33:40,960 --> 00:33:43,040
Speaker 1: your homework because if there were twenty different retailers or

517
00:33:43,080 --> 00:33:46,560
Speaker 1: twenty different circumstances, they all wouldn't necessarily require the same thing.

518
00:33:46,640 --> 00:33:49,440
Speaker 1: But what I heard that I've experienced too was you

519
00:33:49,600 --> 00:33:53,480
Speaker 1: could have just jammed it through and then done terribly

520
00:33:54,000 --> 00:33:57,560
Speaker 1: because it wouldn't be executed properly. So instead of doing

521
00:33:57,720 --> 00:34:01,680
Speaker 1: something shodily or average, you said, I'm going to do

522
00:34:01,800 --> 00:34:04,000
Speaker 1: this one thing because I know I can do it well.

523
00:34:04,360 --> 00:34:06,160
Speaker 1: And I was asked to be in Whole Foods with

524
00:34:06,240 --> 00:34:08,480
Speaker 1: these cookies years ago, but I knew I couldn't handle

525
00:34:08,520 --> 00:34:11,319
Speaker 1: the scale, and I knew that in crumble and something

526
00:34:11,360 --> 00:34:13,160
Speaker 1: would go wrong and I'd have a bad reputation. So

527
00:34:13,320 --> 00:34:16,799
Speaker 1: I too gave up that money, just saying I'd rather

528
00:34:16,840 --> 00:34:18,759
Speaker 1: be able to do this right and one ft in

529
00:34:18,840 --> 00:34:22,360
Speaker 1: front of the other. So that's a good I was

530
00:34:22,480 --> 00:34:25,759
Speaker 1: going on HSN and five minutes before, like six months ago,

531
00:34:26,160 --> 00:34:29,919
Speaker 1: I pulled launch of a line because if fit wrong,

532
00:34:30,000 --> 00:34:33,360
Speaker 1: and I just said, this is I'm not doing something wrong. Yeah, okay,

533
00:34:33,440 --> 00:34:37,799
Speaker 1: So you have to always listen to your gut instincts, yes,

534
00:34:38,120 --> 00:34:43,440
Speaker 1: because yes, moneys are important to run a business, but

535
00:34:43,680 --> 00:34:47,040
Speaker 1: not every deal will be good for you. So you

536
00:34:47,239 --> 00:34:51,080
Speaker 1: need to to really know when to say no. But

537
00:34:51,200 --> 00:35:08,720
Speaker 1: that's protecting your brand, and that's playing chess and not checkers. Uh. Yeah,

538
00:35:10,360 --> 00:35:13,120
Speaker 1: I remember your daughter working for you, and she was

539
00:35:13,160 --> 00:35:15,239
Speaker 1: beautiful and like a miniature you, and she had her

540
00:35:15,280 --> 00:35:17,399
Speaker 1: own sas and her own boyfriends and her own life

541
00:35:17,400 --> 00:35:21,120
Speaker 1: and her own and so does she still work for you? Oh? Yes?

542
00:35:21,360 --> 00:35:25,920
Speaker 1: She um start working with me at the corporate office,

543
00:35:26,800 --> 00:35:30,280
Speaker 1: and I wanted to make sure she understands the business.

544
00:35:30,320 --> 00:35:34,600
Speaker 1: So she spent time in each department just to make

545
00:35:34,680 --> 00:35:39,640
Speaker 1: sure that she understands the department. So from sales to

546
00:35:40,719 --> 00:35:45,480
Speaker 1: supply and chain to so men, to product development to

547
00:35:45,760 --> 00:35:50,759
Speaker 1: marketing too. So um, she she spent a lot of

548
00:35:50,880 --> 00:35:56,040
Speaker 1: time in in mastering and understanding every side of the business.

549
00:35:56,719 --> 00:36:00,560
Speaker 1: And then um, in two thousand and twelve, she came

550
00:36:00,600 --> 00:36:04,560
Speaker 1: to me and she said, well, it's this app and

551
00:36:04,640 --> 00:36:07,880
Speaker 1: I think we should we should open an account for

552
00:36:08,040 --> 00:36:11,600
Speaker 1: Anastasia every hills there. Like, I don't like the Facebook.

553
00:36:11,680 --> 00:36:14,960
Speaker 1: I'm not a big fan. I don't need to know

554
00:36:15,280 --> 00:36:19,839
Speaker 1: when everybody goes every day to get their Starbucks. Now

555
00:36:20,200 --> 00:36:22,800
Speaker 1: there's not for me. It's like, no, mom, this is different.

556
00:36:23,680 --> 00:36:27,880
Speaker 1: So I said, okay, let's try it, and we post

557
00:36:28,400 --> 00:36:31,720
Speaker 1: one video on how to do eyebrows with brow whist

558
00:36:32,440 --> 00:36:37,960
Speaker 1: and of course we're like reading the comments. So one

559
00:36:38,080 --> 00:36:40,360
Speaker 1: of the comment was, oh my god, I wish I

560
00:36:40,440 --> 00:36:43,880
Speaker 1: would have this. This looks so amazing. I wish I

561
00:36:44,440 --> 00:36:48,000
Speaker 1: could get this product. And I said, well, send me

562
00:36:48,080 --> 00:36:49,920
Speaker 1: your address. I will I would ship it to you.

563
00:36:50,680 --> 00:36:53,320
Speaker 1: And said, well, you can't because I'm in a little

564
00:36:54,480 --> 00:36:58,640
Speaker 1: little village in India or Pakistan. I don't even remember,

565
00:36:59,440 --> 00:37:03,719
Speaker 1: and it was like an AHA moment for me to that.

566
00:37:03,960 --> 00:37:07,160
Speaker 1: I thought, Wow, this is a reach would never be

567
00:37:07,280 --> 00:37:11,320
Speaker 1: able to reach this woman in so far away. So

568
00:37:11,560 --> 00:37:16,239
Speaker 1: this this is a gold mine. E commerce, e commerce

569
00:37:16,480 --> 00:37:21,239
Speaker 1: and not only Instagram. We start then putting more and

570
00:37:21,440 --> 00:37:26,360
Speaker 1: more and educating about our products the consumer. Um And

571
00:37:27,440 --> 00:37:30,439
Speaker 1: I think we're the note. I think I know for fact,

572
00:37:30,600 --> 00:37:34,800
Speaker 1: we're the first brand, beauty brand that had the presence

573
00:37:34,920 --> 00:37:40,640
Speaker 1: on Instagram and it was everything very organic. Um And

574
00:37:40,760 --> 00:37:44,160
Speaker 1: I think was easier for us to connect with those

575
00:37:44,239 --> 00:37:47,160
Speaker 1: people because, as you know, in the salon you have

576
00:37:47,360 --> 00:37:49,960
Speaker 1: the customer. You need to find out what they like,

577
00:37:50,200 --> 00:37:53,360
Speaker 1: what they don't like. So we took that experience, the

578
00:37:53,440 --> 00:37:58,080
Speaker 1: salon experience, and we we put it into the social

579
00:37:58,200 --> 00:38:00,759
Speaker 1: media and it's like your focus group. This is a

580
00:38:00,840 --> 00:38:04,160
Speaker 1: focus group. So what percentage of your business is e

581
00:38:04,239 --> 00:38:07,719
Speaker 1: commerce now? Like especially in the pandemic, Like what Magic

582
00:38:07,960 --> 00:38:13,960
Speaker 1: did in the pandemic was only of course, but obviously

583
00:38:14,080 --> 00:38:20,120
Speaker 1: because we have twenty five dollars in US, our businesses

584
00:38:20,200 --> 00:38:24,560
Speaker 1: more in brick and mortar, because makeup is about touching,

585
00:38:24,680 --> 00:38:28,160
Speaker 1: you want to see the color. Reorders are much more

586
00:38:28,320 --> 00:38:32,600
Speaker 1: online or you are familiar with this product, you tried

587
00:38:32,680 --> 00:38:37,799
Speaker 1: it and you want to order. UM. But I think

588
00:38:38,000 --> 00:38:43,560
Speaker 1: I'm I'm really excited and and very proud for what

589
00:38:43,760 --> 00:38:48,400
Speaker 1: we build and again with the desire that UM, and

590
00:38:48,520 --> 00:38:50,960
Speaker 1: this is how I trained my daughter. We need to

591
00:38:51,280 --> 00:38:54,520
Speaker 1: give the best of the best, the best product, the

592
00:38:54,600 --> 00:38:58,840
Speaker 1: best quality. UM. We need to search. I'm still approving

593
00:38:59,160 --> 00:39:02,239
Speaker 1: me and my daughter, We're still approving every batchel over

594
00:39:02,320 --> 00:39:05,359
Speaker 1: the product amazing And what do what do you think

595
00:39:05,400 --> 00:39:07,800
Speaker 1: you gave up as a parent. A lot of mothers

596
00:39:07,920 --> 00:39:11,240
Speaker 1: feel guilty and trying to divide their time and the balance.

597
00:39:11,320 --> 00:39:14,120
Speaker 1: And you know, how did you reconcile that? How did

598
00:39:14,160 --> 00:39:15,759
Speaker 1: you reconcile that with her? When you were telling a

599
00:39:15,800 --> 00:39:19,160
Speaker 1: story earlier about your mother and you being twelve in

600
00:39:19,239 --> 00:39:21,839
Speaker 1: between the sewing machines. It's funny because today my daughter

601
00:39:21,920 --> 00:39:24,279
Speaker 1: and I were going to about MITZPA on Saturday. And

602
00:39:24,680 --> 00:39:26,800
Speaker 1: you know, she doesn't have crazy dresses and she's not

603
00:39:26,960 --> 00:39:30,480
Speaker 1: spoiled at all like we do experiences. Really, so UM,

604
00:39:31,200 --> 00:39:33,560
Speaker 1: today I took her shopping. I went into Bloomingdale's. There

605
00:39:33,640 --> 00:39:35,920
Speaker 1: was absolutely not one dress there, So I took her

606
00:39:35,960 --> 00:39:37,759
Speaker 1: to Tsara. We found her address, but it was on

607
00:39:37,880 --> 00:39:41,239
Speaker 1: sixty sixtieth in Lexington. I never go up there. I

608
00:39:41,440 --> 00:39:43,200
Speaker 1: used to live on sixty second and first in a

609
00:39:43,280 --> 00:39:46,440
Speaker 1: studio apartment, and it was weird to walk into Bloomingdale's.

610
00:39:46,440 --> 00:39:48,719
Speaker 1: And I said to her, I used to come here.

611
00:39:48,719 --> 00:39:50,319
Speaker 1: I haven't been to a department store years. I used

612
00:39:50,320 --> 00:39:51,680
Speaker 1: to come here. This is where I used to come

613
00:39:51,760 --> 00:39:54,000
Speaker 1: to get so by one Mss Scarett to get my

614
00:39:54,080 --> 00:39:55,640
Speaker 1: free makeup done if I ever had to go to

615
00:39:55,680 --> 00:39:57,520
Speaker 1: an event, or later when I had to do press

616
00:39:57,560 --> 00:39:59,680
Speaker 1: and I was broke, and she said, really, Mama, because

617
00:39:59,680 --> 00:40:01,279
Speaker 1: she sees make up people come in here all the time.

618
00:40:01,320 --> 00:40:03,480
Speaker 1: People come to do my manicure, pedicure. She used to

619
00:40:03,520 --> 00:40:06,120
Speaker 1: just people coming to give me a COVID test. I said,

620
00:40:06,120 --> 00:40:08,080
Speaker 1: I could not afford to get my makeup done, and

621
00:40:08,120 --> 00:40:10,640
Speaker 1: then I was like, I couldn't have. I remember not

622
00:40:10,719 --> 00:40:13,200
Speaker 1: being able to afford a TAXI, were able to really

623
00:40:13,239 --> 00:40:15,640
Speaker 1: get lunch or go out to dinner. And she was like, Mama,

624
00:40:15,680 --> 00:40:17,279
Speaker 1: I'm so proud of you. And she says that to

625
00:40:17,360 --> 00:40:19,200
Speaker 1: me because it's just so crazy to me that I

626
00:40:19,239 --> 00:40:21,640
Speaker 1: can walk her into Tsara and just buy address and

627
00:40:21,800 --> 00:40:24,799
Speaker 1: just you know, buy any makeup. I want by any bag,

628
00:40:24,880 --> 00:40:27,160
Speaker 1: I want or get anything. And it was interesting. So

629
00:40:27,239 --> 00:40:30,080
Speaker 1: I'm asking about you as a mother. You definitely, if

630
00:40:30,080 --> 00:40:33,040
Speaker 1: you're working seven days a week, you definitely sacrificed a lot.

631
00:40:33,880 --> 00:40:36,160
Speaker 1: You brought her into it. So how does all that,

632
00:40:36,360 --> 00:40:38,399
Speaker 1: how do you reconcile? How do you balance that? What's

633
00:40:38,440 --> 00:40:41,160
Speaker 1: your answer to that? Well, that's a good question because

634
00:40:41,239 --> 00:40:44,279
Speaker 1: the reason I do her to work with me was

635
00:40:44,400 --> 00:40:47,520
Speaker 1: because I felt so guilty because she always complained, you

636
00:40:47,600 --> 00:40:49,960
Speaker 1: could never come to school, to my play. You are

637
00:40:50,080 --> 00:40:53,200
Speaker 1: never you work on stop by, you work. You are

638
00:40:53,320 --> 00:40:57,279
Speaker 1: obsessed with work, you know, like, And she slowly she

639
00:40:57,440 --> 00:41:00,680
Speaker 1: started working part time for me, and then at what age,

640
00:41:00,920 --> 00:41:10,399
Speaker 1: I feel like Rembernia and she started as well, kind

641
00:41:10,440 --> 00:41:14,720
Speaker 1: of slowly, kind of liking and she would make extra

642
00:41:14,840 --> 00:41:18,120
Speaker 1: money obviously because I never spoiled her with anything, and

643
00:41:18,840 --> 00:41:21,960
Speaker 1: she kind of Many people are asking me like, Wow,

644
00:41:22,040 --> 00:41:25,560
Speaker 1: you're so lucky that your daughter wanted to work with you,

645
00:41:25,719 --> 00:41:28,160
Speaker 1: And I said, you know what, I master to not

646
00:41:29,040 --> 00:41:32,279
Speaker 1: ask her. I let her ask me if I she

647
00:41:32,400 --> 00:41:36,279
Speaker 1: wants to work with me because she wanted money. I

648
00:41:36,400 --> 00:41:40,560
Speaker 1: never gave her money extra money, Um, she needed to

649
00:41:40,920 --> 00:41:43,239
Speaker 1: pay for her apartment. I like you. You need to

650
00:41:43,280 --> 00:41:45,520
Speaker 1: get the job. I'm not paying for you. The only

651
00:41:45,600 --> 00:41:47,960
Speaker 1: thing I'm going to pay for your car because I

652
00:41:48,320 --> 00:41:51,080
Speaker 1: wanted to make sure she has a good car, safeguard

653
00:41:51,239 --> 00:41:55,719
Speaker 1: your insurance, and you need to eat healthy. I would pay.

654
00:41:55,840 --> 00:41:58,239
Speaker 1: I remember that you used to have to remember to

655
00:41:58,320 --> 00:42:01,120
Speaker 1: her apartment. I can't believe. I just I remember you

656
00:42:01,280 --> 00:42:03,880
Speaker 1: said that. That's so crazy. You would make sure there

657
00:42:03,960 --> 00:42:05,600
Speaker 1: was good food in her apartment. That's so weird that

658
00:42:05,640 --> 00:42:08,000
Speaker 1: I remember that. Okay, Yeah, because when you are young,

659
00:42:08,440 --> 00:42:10,680
Speaker 1: if you work out and you are in a good health,

660
00:42:10,800 --> 00:42:14,240
Speaker 1: you could spend fifty dollars for a pair of jeans

661
00:42:14,320 --> 00:42:16,439
Speaker 1: and a T shirt and you look a million bucks.

662
00:42:17,160 --> 00:42:20,120
Speaker 1: When you get older, you you could spend money on

663
00:42:20,280 --> 00:42:22,520
Speaker 1: clothes when you are younger. You just need to eat

664
00:42:22,560 --> 00:42:26,640
Speaker 1: healthy and work out. So slowly she started working with me,

665
00:42:26,800 --> 00:42:30,279
Speaker 1: and I started giving her project just to make her

666
00:42:30,480 --> 00:42:34,319
Speaker 1: understand and proud that she started something and she made

667
00:42:34,360 --> 00:42:39,799
Speaker 1: it successful. And this is what kind of developed, gave

668
00:42:39,840 --> 00:42:44,000
Speaker 1: her the opportunity to developed this passion, this purpose in life.

669
00:42:44,080 --> 00:42:47,120
Speaker 1: She loves it. Oh no, my daughter is a Workaholida.

670
00:42:47,160 --> 00:42:49,200
Speaker 1: What is she? What is her title? So she's president?

671
00:42:49,800 --> 00:42:55,080
Speaker 1: Very well, earned president of Anastasia Hills. She does creative

672
00:42:55,160 --> 00:42:59,960
Speaker 1: control all the the videos that we have a studio,

673
00:43:00,239 --> 00:43:04,880
Speaker 1: and she's in charge of all those guys. Um creative

674
00:43:05,920 --> 00:43:09,920
Speaker 1: for all the content that we have for social media

675
00:43:10,040 --> 00:43:14,440
Speaker 1: and for everything else. Um. And she makes the makeup

676
00:43:14,520 --> 00:43:18,400
Speaker 1: products I do the eyebrow profects at that sounds bazy.

677
00:43:19,120 --> 00:43:21,040
Speaker 1: And she has her own family or now she has

678
00:43:21,080 --> 00:43:25,239
Speaker 1: a boyfriend, but now she doesn't have kids yet. Okay, um, wow,

679
00:43:25,480 --> 00:43:27,960
Speaker 1: So have any employees do you have now? Well? I

680
00:43:28,239 --> 00:43:33,240
Speaker 1: think now we have around three two hundred lean Because

681
00:43:33,320 --> 00:43:37,600
Speaker 1: of the pandemic, the all the field team couldn't go

682
00:43:37,719 --> 00:43:39,960
Speaker 1: in the store for a year and a half. So

683
00:43:40,719 --> 00:43:44,359
Speaker 1: and you still love it? Oh? I love every minute? Ah.

684
00:43:44,600 --> 00:43:46,600
Speaker 1: And what's the dream? Now? What are the goals? Now?

685
00:43:46,680 --> 00:43:49,000
Speaker 1: What is what is the what is the point? Well,

686
00:43:49,200 --> 00:43:52,080
Speaker 1: now at this point we are in the recovery mood

687
00:43:52,239 --> 00:43:56,600
Speaker 1: obviously like everybody else, and we want to We started

688
00:43:56,719 --> 00:44:01,120
Speaker 1: when the pandemic started. We wanted to develop, to expand

689
00:44:01,200 --> 00:44:05,440
Speaker 1: in Asia a lot. And we just launch in Korea

690
00:44:05,960 --> 00:44:10,480
Speaker 1: and China only cross border because we are we don't

691
00:44:10,520 --> 00:44:16,360
Speaker 1: do animal testing and in China, you they just started

692
00:44:16,440 --> 00:44:20,360
Speaker 1: to accept no animal testing, but it's a it's a

693
00:44:20,520 --> 00:44:26,160
Speaker 1: very long process um and we want to expand globally

694
00:44:26,239 --> 00:44:29,800
Speaker 1: everywhere with a product line. So so it's obvious that

695
00:44:29,880 --> 00:44:31,480
Speaker 1: you don't want to get off the ride. You love

696
00:44:31,600 --> 00:44:33,960
Speaker 1: the ride. You you, this is who you are, This

697
00:44:34,080 --> 00:44:37,719
Speaker 1: is that this defines you in a way. Absolutely. My

698
00:44:38,000 --> 00:44:40,480
Speaker 1: my concept when I hear people asking me, You're like, oh,

699
00:44:40,560 --> 00:44:45,200
Speaker 1: when you're going to retire, Well, my conceptable retirement is

700
00:44:45,600 --> 00:44:48,560
Speaker 1: working five six days a week, eight hours a day.

701
00:44:49,600 --> 00:44:52,759
Speaker 1: That's a retirement plan. And what about how do you

702
00:44:53,440 --> 00:44:57,719
Speaker 1: find and manage good people? What is your strategy for that?

703
00:44:57,960 --> 00:45:02,800
Speaker 1: What is your culture? It's not easy, it's not easy.

704
00:45:03,000 --> 00:45:06,719
Speaker 1: But I think because me and my daughter we are

705
00:45:06,840 --> 00:45:09,719
Speaker 1: so involved, we are we work so hard, so we

706
00:45:09,760 --> 00:45:13,000
Speaker 1: we are so part of this brand that I think

707
00:45:13,120 --> 00:45:17,920
Speaker 1: people that love too to see us so passionate about

708
00:45:18,040 --> 00:45:21,560
Speaker 1: I think it's it's contagious, you know, So it's inspiring.

709
00:45:21,640 --> 00:45:27,080
Speaker 1: You're inspiring them. And everybody wants to be one day Anastasia,

710
00:45:27,239 --> 00:45:31,040
Speaker 1: and why not. I think the best way to become

711
00:45:31,600 --> 00:45:34,960
Speaker 1: somebody that you want is just work for somebody that

712
00:45:35,280 --> 00:45:38,080
Speaker 1: you could get there, Learn what they are doing, what

713
00:45:38,320 --> 00:45:41,960
Speaker 1: they're doing good, what they're doing wrong. Loyal and hard

714
00:45:42,000 --> 00:45:45,920
Speaker 1: work is the whole thing. Because recently there was someone

715
00:45:46,120 --> 00:45:48,960
Speaker 1: who was working in one area and it just they

716
00:45:49,000 --> 00:45:50,880
Speaker 1: were with me all the time and on photo shoots

717
00:45:50,880 --> 00:45:52,759
Speaker 1: and it just wasn't working. You could tell it wasn't

718
00:45:52,760 --> 00:45:54,719
Speaker 1: for their personality. You could tell the game was moving

719
00:45:54,760 --> 00:45:56,840
Speaker 1: too fast and they were getting swallowed up, and so

720
00:45:56,960 --> 00:45:59,520
Speaker 1: they weren't doing a great job, and they were feeling

721
00:45:59,520 --> 00:46:01,839
Speaker 1: bad about them cells and we were going to let

722
00:46:01,880 --> 00:46:04,239
Speaker 1: them go, and they were going to quit, and all

723
00:46:04,280 --> 00:46:05,520
Speaker 1: of a sudden, I woke up in the middle of

724
00:46:05,520 --> 00:46:07,279
Speaker 1: the night and I said, it's just the puzzle piece

725
00:46:07,320 --> 00:46:09,480
Speaker 1: that's being put in the wrong piece, like peace hole,

726
00:46:09,600 --> 00:46:13,239
Speaker 1: Like this person is kind and smart and loving and

727
00:46:13,360 --> 00:46:15,800
Speaker 1: good with people, but not at this pace, needs to

728
00:46:15,880 --> 00:46:18,000
Speaker 1: be over here working on their own thing. And it

729
00:46:18,080 --> 00:46:20,880
Speaker 1: made me realize, it was a big learning experience recently

730
00:46:21,320 --> 00:46:23,440
Speaker 1: that if someone's in the right place and in their

731
00:46:23,600 --> 00:46:26,960
Speaker 1: right lane, they can fly. And so sometimes with someone

732
00:46:27,280 --> 00:46:29,759
Speaker 1: someone seems like a good person that's loyal, but they're

733
00:46:29,800 --> 00:46:32,439
Speaker 1: not working, maybe you need to move them somewhere else.

734
00:46:33,000 --> 00:46:36,560
Speaker 1: I agree with you to me the same standard. I

735
00:46:36,600 --> 00:46:41,080
Speaker 1: think the hard work, it's always you choose that person

736
00:46:41,280 --> 00:46:48,279
Speaker 1: much faster and over somebody that is uh super smart, right,

737
00:46:48,520 --> 00:46:50,440
Speaker 1: Not this person is smart, but I know what you mean, Like,

738
00:46:50,520 --> 00:46:52,880
Speaker 1: it doesn't have to be a hot shot, you know,

739
00:46:52,960 --> 00:46:54,520
Speaker 1: it's got to be someone who just is loyal in

740
00:46:54,600 --> 00:46:58,000
Speaker 1: hard work as you can teach exactly. So what about relationships?

741
00:46:58,520 --> 00:47:01,040
Speaker 1: What about can it? Can it fit? Can you? Can

742
00:47:01,120 --> 00:47:05,880
Speaker 1: you be tan and thin and wealthy and smart and

743
00:47:06,040 --> 00:47:10,120
Speaker 1: successful and busy and also be in a successful relationship?

744
00:47:10,200 --> 00:47:11,920
Speaker 1: Can you manage all that? And can be a good

745
00:47:12,000 --> 00:47:14,719
Speaker 1: parent and good person? Can you manage all this? Um?

746
00:47:15,000 --> 00:47:19,040
Speaker 1: I think in my early career I couldn't manage my

747
00:47:19,360 --> 00:47:22,400
Speaker 1: personal life because I was working too much and my

748
00:47:22,600 --> 00:47:26,600
Speaker 1: work was a priority. Obviously I got to divorce and

749
00:47:27,280 --> 00:47:32,680
Speaker 1: I was dating, but I never put that person in

750
00:47:32,840 --> 00:47:37,160
Speaker 1: front of my work. Um, I'm I'm dating right now

751
00:47:37,320 --> 00:47:41,200
Speaker 1: and I'm happy. But now I know how to balance

752
00:47:41,360 --> 00:47:45,840
Speaker 1: much better my life. But of course my work is

753
00:47:46,280 --> 00:47:48,480
Speaker 1: even if we go in vacation, and I have to

754
00:47:48,600 --> 00:47:52,200
Speaker 1: do something for my work as well. So you don't

755
00:47:52,280 --> 00:47:55,200
Speaker 1: have regrets. Like people think about how hard they're going

756
00:47:55,280 --> 00:47:56,799
Speaker 1: to work and how they're gonna balance and if they're

757
00:47:56,800 --> 00:47:58,920
Speaker 1: gonna be a mother, You don't have regrets. You always

758
00:47:58,960 --> 00:48:01,879
Speaker 1: were very clear in your and you're defined very clear,

759
00:48:02,440 --> 00:48:05,800
Speaker 1: very clear. I admire women that are able to do

760
00:48:06,000 --> 00:48:11,320
Speaker 1: both be very successful in business and have incredible relationship family.

761
00:48:11,480 --> 00:48:14,719
Speaker 1: But I couldn't do it. I understand, I I really

762
00:48:14,840 --> 00:48:17,239
Speaker 1: understand it. It's it's got to be something intentional and

763
00:48:17,320 --> 00:48:19,000
Speaker 1: it's a discipline, and you have to really work on

764
00:48:19,120 --> 00:48:22,040
Speaker 1: it and decide, like that puzzle piece, how you can

765
00:48:22,120 --> 00:48:25,719
Speaker 1: find a person that fits properly into the puzzle piece. Um.

766
00:48:25,960 --> 00:48:29,320
Speaker 1: And then finally, what has been just in your career,

767
00:48:29,400 --> 00:48:32,319
Speaker 1: This is not in your personal life, although they might

768
00:48:32,360 --> 00:48:34,920
Speaker 1: be the same, your rose and your thorn. That the

769
00:48:35,080 --> 00:48:37,360
Speaker 1: high point and the low point of your business and

770
00:48:37,440 --> 00:48:39,640
Speaker 1: your career. I will actually have another question after that.

771
00:48:39,719 --> 00:48:42,839
Speaker 1: Sorry for the highst I'm still working on. I'm still

772
00:48:42,960 --> 00:48:47,279
Speaker 1: not complete yet. Um So, I mean one of the

773
00:48:47,440 --> 00:48:52,239
Speaker 1: highest probably was to be on opressure and being so

774
00:48:52,480 --> 00:48:57,400
Speaker 1: supported by her. Uh. Second, I think I was invited

775
00:48:57,719 --> 00:49:01,680
Speaker 1: uh the White House and or Christmas for actually a

776
00:49:01,719 --> 00:49:06,080
Speaker 1: few Christmas parties, and I was under the seal you know,

777
00:49:06,280 --> 00:49:10,759
Speaker 1: in the in the White House, and I asked for

778
00:49:10,880 --> 00:49:14,200
Speaker 1: a picture, like I have to take these pictures because

779
00:49:14,840 --> 00:49:21,120
Speaker 1: this is American dream, American dream. Amazing. Wow, that's amazing. Okay,

780
00:49:21,200 --> 00:49:26,120
Speaker 1: and then thorn, oh so many. I think I learned

781
00:49:26,239 --> 00:49:29,360
Speaker 1: much more from my mistakes that from my same pensis.

782
00:49:29,920 --> 00:49:33,160
Speaker 1: But I'm okay, you know what. I think it's okay

783
00:49:33,920 --> 00:49:38,440
Speaker 1: to do mistakes as long as you don't do them twice.

784
00:49:39,600 --> 00:49:42,840
Speaker 1: I and I tell my employees the same. It's like,

785
00:49:43,000 --> 00:49:46,200
Speaker 1: it's okay to do mistakes, accept them, put them on

786
00:49:46,320 --> 00:49:49,680
Speaker 1: the table. We could fix them faster if you tell

787
00:49:49,800 --> 00:49:53,840
Speaker 1: me at the beginning. But do not keep doing the

788
00:49:53,960 --> 00:49:56,839
Speaker 1: same mistakes. Well, Ellen said to me, you will keep

789
00:49:56,920 --> 00:49:58,920
Speaker 1: making the same mistake until you learn the lesson. She

790
00:49:58,960 --> 00:50:01,399
Speaker 1: said that years ago. So and then the last question,

791
00:50:01,440 --> 00:50:04,160
Speaker 1: because I didn't ask you before, what percentage do you

792
00:50:04,200 --> 00:50:09,800
Speaker 1: consider yourself lucky? And what percentage smart? Um? I you know,

793
00:50:09,960 --> 00:50:15,279
Speaker 1: the harder I work, the luckiest I get. I think. UM,

794
00:50:16,480 --> 00:50:21,279
Speaker 1: I think I was very very good on on. I'm

795
00:50:21,360 --> 00:50:25,520
Speaker 1: a very good strategist. I understand my business. I I

796
00:50:26,080 --> 00:50:30,680
Speaker 1: before I will do anything, I need to study very

797
00:50:30,800 --> 00:50:36,920
Speaker 1: well what I'm gonna do. Um. And I feel like

798
00:50:37,040 --> 00:50:40,440
Speaker 1: I go for my intuition most of the time. But

799
00:50:42,480 --> 00:50:46,480
Speaker 1: I mean, I think I'm I'm smart and I'm lucky.

800
00:50:47,360 --> 00:50:50,440
Speaker 1: I mean, I think you have to be in the

801
00:50:50,600 --> 00:50:55,200
Speaker 1: right place for the right opportunities, but you need to

802
00:50:55,280 --> 00:50:59,560
Speaker 1: be prepared to take that opportunity, because I am sure

803
00:50:59,600 --> 00:51:02,440
Speaker 1: there are so many opportunities. If you are not ready,

804
00:51:02,640 --> 00:51:06,040
Speaker 1: you cannot grob it, or you are afraid, or I

805
00:51:06,200 --> 00:51:09,960
Speaker 1: think has to do with you as a person. You know,

806
00:51:10,320 --> 00:51:12,839
Speaker 1: I came here in America and I thought like, oh

807
00:51:12,920 --> 00:51:16,200
Speaker 1: my god, I could have so many jobs, I could

808
00:51:16,280 --> 00:51:20,759
Speaker 1: work so many hours. I felt so lucky. Where somebody

809
00:51:20,840 --> 00:51:23,600
Speaker 1: will think, oh, I don't want to work that much,

810
00:51:23,680 --> 00:51:26,960
Speaker 1: you know what I mean, Yeah, you wanted it. You

811
00:51:27,040 --> 00:51:29,279
Speaker 1: take it seriously. It's hard to even say the word

812
00:51:29,400 --> 00:51:32,360
Speaker 1: luck because to this day you work so hard. You

813
00:51:32,440 --> 00:51:35,640
Speaker 1: work like you're poor. Yeah I get it, I really do.

814
00:51:35,800 --> 00:51:37,880
Speaker 1: I work so hard to it and it's a good feeling.

815
00:51:37,920 --> 00:51:39,880
Speaker 1: Like it can be stressful, but there are days when

816
00:51:39,920 --> 00:51:42,520
Speaker 1: you're just like that was a productive day, Like when

817
00:51:42,560 --> 00:51:45,160
Speaker 1: you feel like if you're just lining them up, you know,

818
00:51:45,280 --> 00:51:47,160
Speaker 1: and then everybody get out and you can lay down.

819
00:51:47,560 --> 00:51:50,680
Speaker 1: It's a great feeling. So hard work when when working,

820
00:51:50,880 --> 00:51:54,120
Speaker 1: Smart feels very satisfied when working, Like if someone goes

821
00:51:54,120 --> 00:51:55,440
Speaker 1: to the gym and they don't know what they're doing,

822
00:51:55,480 --> 00:51:57,640
Speaker 1: and they're just sitting there and they're not seeing results.

823
00:51:57,680 --> 00:51:59,919
Speaker 1: It must be very frustrating, but when you're working smart,

824
00:52:00,000 --> 00:52:04,919
Speaker 1: it's a very good, satisfying feeling. Wow, oh my god,

825
00:52:05,000 --> 00:52:08,200
Speaker 1: I can you even believe? I just this journey together

826
00:52:08,320 --> 00:52:10,480
Speaker 1: and just checking in with you every couple of years

827
00:52:11,480 --> 00:52:14,239
Speaker 1: so gratifying. I'm so grateful you've done this. This has

828
00:52:14,280 --> 00:52:17,600
Speaker 1: been my favorite thing by far of everything I've ever done,

829
00:52:17,640 --> 00:52:20,120
Speaker 1: because it's so connecting. Like I've known you for years,

830
00:52:20,160 --> 00:52:22,400
Speaker 1: but I don't know half of this, But how proud

831
00:52:22,520 --> 00:52:27,440
Speaker 1: I am you. I I remember you were young and struggling.

832
00:52:27,520 --> 00:52:30,359
Speaker 1: You're a hustler. By the way, do you remember when

833
00:52:30,400 --> 00:52:34,239
Speaker 1: you use bashmina? I'm bringing me to tears up all

834
00:52:34,320 --> 00:52:38,480
Speaker 1: of it, Yes, anything, specially Cookie. I wanted it. I

835
00:52:38,719 --> 00:52:40,640
Speaker 1: wanted it. I didn't know what it was, but I

836
00:52:40,840 --> 00:52:43,320
Speaker 1: wanted it. Yeah, that's how it is. You have to

837
00:52:43,560 --> 00:52:48,320
Speaker 1: try different things and see what working for you. True,

838
00:52:48,760 --> 00:52:51,759
Speaker 1: you brought me to tears. Yes, it's amazing too good

839
00:52:51,880 --> 00:52:53,640
Speaker 1: check back and I want us all to get together.

840
00:52:53,719 --> 00:52:56,000
Speaker 1: I would be really fun. So I'm gonna tell you

841
00:52:56,080 --> 00:52:58,360
Speaker 1: what I'm coming to l a one percent. My assistants

842
00:52:58,360 --> 00:53:00,480
Speaker 1: sitting here remind me that we're gonna make a plan

843
00:53:00,520 --> 00:53:02,319
Speaker 1: with Anastassia. We're gonna have a big fancy dinner at

844
00:53:02,360 --> 00:53:05,000
Speaker 1: your house and I can't wait too amazing. Thank you,

845
00:53:05,160 --> 00:53:09,919
Speaker 1: and again you deserve it all elations. You deserve it well.

846
00:53:10,280 --> 00:53:18,600
Speaker 1: Thank you so much. Bye Switter, bye baby. Oh my god.

847
00:53:18,880 --> 00:53:21,080
Speaker 1: You know, to talk to someone who really knew you

848
00:53:21,239 --> 00:53:25,200
Speaker 1: back when and vice versa, it's surreal. We both really

849
00:53:25,640 --> 00:53:27,360
Speaker 1: did not know what the heck was going to happen,

850
00:53:27,400 --> 00:53:29,640
Speaker 1: and we really, through sheer force of will and hard

851
00:53:29,680 --> 00:53:33,560
Speaker 1: work and passion and connecting and just good enough, never

852
00:53:33,680 --> 00:53:38,200
Speaker 1: being good enough, both of us created a success. She's extraordinary.

853
00:53:38,320 --> 00:53:41,160
Speaker 1: I mean, it's another level. It's another level. And even

854
00:53:41,200 --> 00:53:44,080
Speaker 1: her work level is another level than mine. It's just

855
00:53:44,200 --> 00:53:47,680
Speaker 1: another level. But that was inspiring, That was amazing, And

856
00:53:49,000 --> 00:53:50,800
Speaker 1: what we talked about I didn't know all that. That

857
00:53:50,920 --> 00:53:54,880
Speaker 1: just shows you how our relationships are somewhat superficial. I

858
00:53:55,000 --> 00:53:57,880
Speaker 1: know Anastasy and we've spoken about my relationship her relationship,

859
00:53:57,960 --> 00:53:59,920
Speaker 1: But you know when you normally speak to some of

860
00:54:00,000 --> 00:54:02,120
Speaker 1: it in your eyebrows and you're not asking them, like

861
00:54:02,200 --> 00:54:04,160
Speaker 1: how you grew up, what was like in your household.

862
00:54:04,200 --> 00:54:08,160
Speaker 1: It's just weird. So we're just getting such inside information

863
00:54:08,360 --> 00:54:10,920
Speaker 1: that will give you this whole puzzle to figure out

864
00:54:11,000 --> 00:54:14,000
Speaker 1: how to create your own success and forge your own path.

865
00:54:14,160 --> 00:54:16,480
Speaker 1: So that's what I love the most. I'm learning so

866
00:54:16,680 --> 00:54:19,040
Speaker 1: much with you. I'm listening to these conversations with you.

867
00:54:19,160 --> 00:54:22,239
Speaker 1: I'm reinforcing the choices I'm making in my life as

868
00:54:22,280 --> 00:54:25,719
Speaker 1: a business person, as a woman, as a mother. So

869
00:54:25,880 --> 00:54:28,040
Speaker 1: this is the most great job I've ever had. I'm

870
00:54:28,080 --> 00:54:30,440
Speaker 1: so thrilled and I'm so glad you're here. And please

871
00:54:30,480 --> 00:54:34,439
Speaker 1: remember to rate, review and subscribe. It's helpful. This show

872
00:54:34,600 --> 00:54:38,000
Speaker 1: is growing. It's just amazing. We're gonna launch other shows

873
00:54:38,040 --> 00:54:39,920
Speaker 1: because of it. So I appreciate you, and I hope

874
00:54:39,920 --> 00:54:41,520
Speaker 1: you're learning as much as I am and enjoying it.

875
00:54:41,719 --> 00:54:42,040
Speaker 1: Thank you.