Instant Influencer judge Norvina on running Anastasia Beverly Hills, the beauty company started by her mother Anastasia ‘Eyebrow Queen’ Soare – interview
- Given the more Romanian name Claudia, Anastasia Soare’s daughter uses her ‘alter ego’ Norvina to express her creative side
- Since taking over in 2016, Norvina has expanded the product range, including launching a line bearing her own name
In case you missed it, Anastasia Beverly Hills (ABH) has a new president and creative director, and her name is Norvina. Daughter to founder Anastasia “Eyebrow Queen” Soare, the 33-year-old beauty mogul – born Claudia Soare – is following in her mother’s footsteps and building on her legacy, starting with her own namesake line under the ABH brand.
To get to know a little more about the beauty businesswoman and Instant Influencer judge, we sat down for a chat about all things make-up, empowerment and change. Here is what we learned.
Your given name is Claudia Soare, but you’re known as Norvina – where does that name come from?
Norvina was actually my given name but my mother had to change it to a Romanian name at the time, so that’s how Claudia came to be. In an interesting way, it works perfectly for my work. I like to think of Norvina as my alter-ego.
You have been at the helm of your mother’s brand, Anastasia Beverly Hills, since 2016. What has been the biggest challenge you’ve faced as president?
I’d say expanding the brand from its legacy of brow products and adding in our colour line to the mix – in terms of expectations for what the brand would put out, that made for really high stakes.
Taking on product development was intimidating in the beginning because it’s so technical but I truly believe that’s where I’ve found my place and have developed an eye for it. I’m able to bring to life a creative and colourful world I didn’t know I could tap into before.