Interview with Claudia Soare [President of Anastasia Beverly Hills]: Boosting Beauty Through Innovation

If we think about Anastasia Beverly Hills, we think about their iconic brows products. But, as Claudia Soare, President of Anastasia Beverly Hills and daughter of Anastasia, told us, the brand is a laboratory of ideas, where individual beauty is the true protagonist. An example of that approach is given by their latest launch, the Beauty Balm Serum Boosted Skin Tint, an incredible BB Cream in stick form that blends skincare and makeup for a radiant complexion.

Claudia guided us on a journey to discover what makes this product unique, experiencing creativity every day and always looking for innovation, being well aware of its importance to make a difference in that field, and not only.

The Beauty Balm Serum is the makeup of the future, and it also expresses one of the most popular trends in the makeup world right now: glowing skin. What was the making process of such a revolutionary product? 

Beauty Balm is the introduction to the future of skincare for ABH. I wanted to create something that bridges the gap between ABH and the clean customer, the intent is to welcome that customer while still being ourselves. We want to provide options for everyone. This is the perfect entry product into the brand for anyone who might be intimidated and is looking for quick and effortless products.

I’ve tested the product, and it is so hydrating, it melts into the skin, and over the day, it makes your skin look even better, which is not to be given for granted. What are the skincare ingredients and the features that make the product so unique, in your opinion? 

It features 8 skincare ingredients, giving you a natural finish and serious care.

HA+ MICROSPHERES Help to smooth fine-lines and wrinkles.

PEPTIDE COMPLEX Helps to deliver youthful skin.

FATTY ACIDS Help to protect and restore.

COLLAGEN-STABILIZER Helps to moisturize for a smooth effect.

COCONUT OIL Helps to restore for radiant-looking skin.

SHEA BUTTER Helps to add softness and hydration.

MARULA OIL Helps to nourish with powerful antioxidants.

JOJOBA SEED OIL Helps to soothe and moisturize.

The Beauty Balm Serum is “your skin but boosted” (and better), perfect for a no makeup-makeup, easy to use also for those who maybe are not so familiar with such kind of product. What was your first idea behind the making of it? 

Beauty Balm is not a stick foundation; it is literally tinted skin care in a stick for the first time ever. It has all the same attributes as a BB cream, while being in a stick form that makes it super easy to apply at home or on-the-go. Think of it like a skincare-makeup hybrid, it is a treatment product that happens to be tinted. It’s the easiest, simplest makeup that makes you look great in two seconds. It’s truly the perfect ‘no-makeup makeup’ product.

You said the brand is a “laboratory of ideas”. What’s the next idea you would like to bring to the market? And for you, what should be the next beauty trend? 

We are always looking forward and to what’s next. Our objective is to create innovative products that become staples in your makeup bag that you always want to reach for, regardless of what the current trends are. Of course, being able to use and multi-task the products to achieve any trending look.

Speaking of revolutions, ABH is a pioneer in makeup. What do you think is the biggest revolution that the brand brought into the field? 

Brows are the foundation of the brand. Anastasia pioneered the category 30 years ago, from developing patented eyebrow shaping methods to creating our best-selling eyebrow products. It continues to be a key point of difference for us and a category we are still proud to be bringing innovation to.

“It’s the easiest, simplest makeup that makes you look great in two seconds. It’s truly the perfect ‘no-makeup makeup’ product.”

What are the things you discovered about yourself through makeup and your journey with ABH?  

I would say I’ve discovered my passion for creating. I worked very closely with my mother and was able to understand her vision and apply that do what I do. Every day I get to explore that creativity through product development and creative direction for the brand, and that’s been an exciting journey to see how we have grown.

Since the Beauty Balm Serum is a hybrid product, so let’s talk about skincare. When it comes to it, everyone has their own philosophy. What’s yours?

I don’t have any specific philosophy. I make sure to use products that work best for me and have those staple products in my routine. And also to wear SPF every day. 

What’s your relationship with color? 

I love color and expressing myself through it. I draw a lot of inspiration from nature and apply that to creating color stories. I also love wearing color myself, like bold and bright eyes are a signature look. 

What’s your favorite texture? 

I love all textures, just depends on the product and feature. I use liquids, creams, and powders.

Beauty-wise, what do you have too many of?

I’m a makeup collector so I would say I don’t have too many of anything. All types of products, finishes, and shades can be used year-round so it’s good to have options.

What will the next huge trend be in your opinion? 

I think we will start to see the return of glam and wearing more makeup. More variation from the no-makeup makeup. 

What is your happy place?

I love to vacation in Costa Rica, I get a lot of inspiration there.

Thanks to Attila&Co