Claudia Soare, Anastasia Beverly Hills
Share your career path!
Anastasia Beverly Hills is a family business that was created by my mom. Working with her is what I've always done. She wanted me to work my way up the ranks — know the business ins and outs, so that I understood each position from top to bottom. I worked my way up from sales assistant to president, covering each job along the way.
What product have you developed that you are most proud of and why?
It's hard to single out one product. Overall, I'm proud of everything I put out. Right now I’m particularly proud of the Glow Kits — it's a highlighter [set], and who doesn’t love a highlighter?! I treat product development as a creative process. From the time I work on something and see it finished, I'm very proud. The creative process is an interesting one, and everyone has their own system. Mine starts off with a little bit of business, figuring out what the brand needs. Then I get inside my mind and begin the journey for that product. After that, we make everything from scratch, unless it's a color extension. It comes down to the day-to-day details of perfecting the formula, mixing colors, designing packaging, creating a marketing strategy — everything right up to the launch! It's a labor of love and a very rewarding process, especially when I'm validated by fan reactions. They keep me motivated and inspired to do my best.