Transcript

How to Turn Dreams Into Destiny! Anastasia Beverly Hills Founder & Her Billion Dollar Beauty Empire!

From Jamie Kern Lima · Episode page · Watch on YouTube

· 1 h 7 min · 11,419 words · 153 timestamped sections

This is the full, timestamped transcript of "How to Turn Dreams Into Destiny! Anastasia Beverly Hills Founder & Her Billion Dollar Beauty Empire!", an episode of Jamie Kern Lima published October 22, 2025 (1 h 7 min, about 11,419 words). It mentions 33 people, works and ideas, including Romania, Beverly Hills, Jamie Kern Lima Show, Self-Worth, Denny's.

What is discussed, and when

  1. – 10:00: Jamie Kern Lima Show, Beverly Hills, Anastasia Beverly Hills, Cindy Crawford
  2. – 20:00: Denny's, IT Cosmetics, Romania
  3. – 30:00: Romania, Self-Worth, Macedonia, United States (states)
  4. – 40:00: Beverly Hills, Los Angeles, Romania
  5. – 50:00: Beverly Hills, Worthybook.com, 438 North Bedford Drive, IT Cosmetics
  6. – 1:00:00: Sheraton
  7. – 1:07:18: Self-Worth, Jamie Kern Lima Show, Worthybook.com

Notable quotes from "How to Turn Dreams Into Destiny! Anastasia Beverly Hills Founder & Her Billion Dollar Beauty Empire!"

  • Are possible. The amazing and inspiring Anastasia Suare, founder and CEO of Anastasia Beverly Hills. Anastasia is one of the world's most successful self-made women and is…
    about Beverly Hills · at
  • Single mother with no connections at the time, Anastasia risked her life escaping communist Romania to come to America.
    about Romania · at
  • Someone that you love shared this episode with you, I want to welcome you to the Jamie Kern Lima Show podcast family. Thank you so much for being here. And if you have two…
    about Jamie Kern Lima Show · at
  • Go through sort of can set us up. And I think about the days I was waitressing at Denny's. And Anastasia, I worked at a Denny's. I love the job. I love the job.
    about Denny's · at
  • Worthy. In life, you don't soar to the level of your hopes and dreams. You stay stuck at the level of your self-worth.
    about Self-Worth · at
  • Self-worth. Get your copy of Worthy, plus some amazing thank you bonus gifts for you at worthybook.com or the link in the show notes below. Imagine what you'd do if you fully…
    about Worthybook.com · at
  • Romania and he constantly used to tell me that he made a mistake leaving Macedonia and coming to Romania instead of going to United States. And I was in a room with him and we…
    about Macedonia · at
  • Going to judge me for what I want to do, what I want to be, who I want to be. And probably that's why I picked Los Angeles.
    about Los Angeles · at

Who and what is mentioned in this episode?

People

  • Hailey Bieber — Person · 1 mention · first at
    Oprah's eyebrows along with building a glittering roster of clients including Jennifer Lopez, Kim Kardashian, Haley Bieber, Cindy Crawford, and pretty much all of Hollywood. But beneath the glossy exterior, Anastasia's path wasn't easy.
  • Jennifer Lopez — Person · 1 mention · first at
    Oprah's eyebrows along with building a glittering roster of clients including Jennifer Lopez, Kim Kardashian, Haley Bieber, Cindy Crawford, and pretty much all of Hollywood. But beneath the glossy exterior, Anastasia's path wasn't easy.
  • Cindy Crawford — Person · 1 mention · first at
    Glittering roster of clients including Jennifer Lopez, Kim Kardashian, Haley Bieber, Cindy Crawford, and pretty much all of Hollywood. But beneath the glossy exterior, Anastasia's path wasn't easy.
  • Melinda French Gates — Person · 1 mention · first at
  • Leonardo da Vinci — Person · 1 mention · first at
    Shape. And I start going to the library and kind of revisit the work that Leonardo da Vinci did. He studied the entire body, the face as you know. the only thing he didn't was…
  • Anastasia Soare — Person · 1 mention

Books & papers

Companies & orgs

  • Jamie Kern Lima Show — Company · 4 mentions · first at
  • Denny's — Company · 2 mentions · first at
  • IT Cosmetics — Company · 2 mentions · first at
    Operations right if you want to have a successful brand, right? And so later when I'm building it cosmetics, I was oh, we've got to get our operations right. we've got to get, and for you. I Oh my gosh, I loved reading your book so much,.
  • Anastasia Beverly Hills — Company · 1 mention · first at
    Are possible. The amazing and inspiring Anastasia Suare, founder and CEO of Anastasia Beverly Hills. Anastasia is one of the world's most successful self-made women and is…
  • Voice of America — Company · 1 mention · first at
    Radio and we used to close the window and drapes and the doors and listening to Voice of America because it was the only way for us to know what was happening everywhere. And…
  • Sheraton — Company · 1 mention · first at
    I remember those QVC that Sheraton. even right now, if you tell me about QVC, I think the smell of the carpet that was 20 years ago at Sheraton, the only hotel close to QVC. and I used to go there at 2:00.
  • Cosmoprof Bologna — Company · 1 mention
  • QVC — Company · 1 mention
  • Vogue — Company · 1 mention

Products & tech

Concepts & topics

Places & events

  • Romania — Place · 6 mentions · first at
  • Beverly Hills — Place · 5 mentions · first at
  • Los Angeles — Place · 2 mentions · first at
  • Macedonia — Place · 1 mention · first at
  • United States (states) — Place · 1 mention · first at
    Me that he made a mistake leaving Macedonia and coming to Romania instead of going to United States. And I was in a room with him and we had a tiny little radio and we used to…
  • 438 North Bedford Drive — Place · 1 mention · first at
    Yes. So I wanted to rent the spot that I have the salon. even today, believe it or not, is still there. 438 North Bedford Drive. and I went to the landlord and I told him that…

Sponsors

Full transcript with timestamps

When you were a little girl, did you ever have a feeling like you were destined for great things?

Yes, I did. I'm the perfect poster child of American dream. Uh, I came here with nothing. I didn't speak the language, but I saw the opportunities which this country really offers you. And I achieved my wildest dream. Imagine turning your dreams into your destiny and believing you have what it takes to figure out how to do that, no matter what obstacles might be holding you back. Today's the day to ignite your dreams and know they're possible. And I want you to share this episode with everyone in your life who needs a jolt of inspiration in theirs, too. Because we're joined by someone whose underdog to billion-dollar beauty empire story is living proof that your goals and dreams are possible. The amazing and inspiring Anastasia Suare, founder and CEO of Anastasia Beverly Hills. Anastasia is one of the world's most successful self-made women and is often referred to as the queen of eyebrows. And now, for

the very first time, she's sharing her incredible journey in her brand new book, Raising Brows. My story of building a billion-dollar beauty empire, which is not only a behindthescenes look at building a global brand from nothing, it's packed with tools on how you can achieve your own big dreams, too. You created the iconic the iconic golden ratio for eyebrows. I thought, "Oh my god, I could transform somebody's face." You say in the movie the six sense where but instead of them seeing I see dead people you're like I see eyebrows.

This is so good because we can get inspiration from so many places. Every single time when I finish the eyebrow I will give my client the mirror. You could see her face was lit. She will feel like a million bucks. I thought, "Wow, her energy, that explosive energy."

Mhm. Kind of gave me so much power to keep doing this. So, nobody believed, including my husband, in my dream.

The landlord thinks it's ridiculous. You have banks not wanting to give you a loan. I was like, "Lady, this is Beverly Hills. You can pay rent in Beverly Hills." Shaping eyebrows. I stay there for 2 hours. trying to convince the landlord. Give me six months. Give me the space for six months and if I don't make it, I'm going to lose. I'm going to leave. Still, he wasn't convinced. And then I used my last card. Uh I said, "Well, I'm sure your parents, your grandparents org grandparents were immigrants in this country." It's like, "I'm an immigrant.

Give me a chance. Somebody gave them a chance." Mhm. And you know what he said? Okay, I will give you for 6 months.

Do you care what people think now? Never. I never care. Never. Never. I like myself.

Yeah. And if you don't like me, it's okay. That's you are entitled to your opinion.

But I like myself. Yeah. I try to be a good person. I try to do the right thing in life. I I try to do good for other people to help other people. And again, if you don't like what I do or how I look or what I wear, it's okay. You are entitled to your opinion. Doesn't mean that it's going to affect me. How are you strong enough not to let it affect you? I'm about to jump out of my chair cuz I'm so excited because there's going to be someone that just heard what you shared in the last 2 minutes and it's going to change their life. So many people right now are so scared to put themselves out there or to, you know, post how they are authentically on social media or to raise their hand in a meeting and share an idea or to bet on themselves because they're scared of what other people will think. They're scared of they won't fit in anymore.

Success leaves clues. I think one of the keys for every single person to living their greatest life is when they fully are all of who they are. You've been all of who you are and like that's your superpower. You're sitting here as somebody who was a mom with no connections trying to figure out how do I make money betting on yourself starting with nothing and you're sitting here having built a billion plus dollar beauty empire. Everyone right now can decide, you know what? I'm going to stop freaking caring about all this. I'm going to be who I fully am. And if someone says something against me, I'm not going to care. Anytime we're spending focusing on what this person thinks about me or this person said that, that comes at the price of our time. Absolutely. You don't need to to make yourself like somebody else thinking that they will like you more.

No, you are perfect the way you are. Just you will shine. You just show us who you are. As an aesthetician and single mother with no connections at the time, Anastasia risked her life escaping communist Romania to come to America. Raising Brows tells the remarkable story of how she built a billion-dollar beauty brand and went from watching Oprah's TV show to learn English to then shaping Oprah's eyebrows along with building a glittering roster of clients including Jennifer Lopez, Kim Kardashian, Haley Bieber, Cindy Crawford, and pretty much all of Hollywood. But beneath the glossy exterior, Anastasia's path wasn't easy.

from landlords and bank managers laughing at her dreams. She learned to ignore the naysayers and turn her dreams into her destiny. Anyways, Anastasia is such a powerful testament to courage, persistence, and believing in yourself when others might not. I am so excited for us all to learn from and be inspired by her grit, talent, passion, and wisdom today. And whether today you're listening for yourself or because someone that you love shared this episode with you, I want to welcome you to the Jamie Kern Lima Show podcast family. Thank you so much for being here. And if you have two seconds and can do me a favor, hit the subscribe or follow button on the app you're listening or watching on. It truly means so much to me. And you can also get free inspiration right into your inbox from me for free. Just join my newsletter community at jamiecarnma.com.

And this incredible podcast episode today, it's not just for you and me. Please share this with every person that you know who might need some inspiration today or perhaps a little boost in their self-belief because what you are about to hear can truly impact mine, yours, and their life too. I am so excited for this conversation.

Welcome to the Jamie Kern Lima Show. Oprah, how have you defied the odds? Her show is unlike any I've ever done.

A revelation. When you listen, it feels like a hug, but your brain and your spirit and your heart is like, "Wow." Melinda French Gates.

When I look into Jaime's eyes, I feel like I am on some other cosmic level with her. I could see the light around her. She's infused with light. Imagine overcoming self-doubt, learning to believe in yourself and trust yourself and know you are enough. Welcome to the Jamie Kern Lima show.

Jamie Kern Lima is her name. Everybody needs Jamie K Lima in their life. Jamie Kern Lima.

Jamie, you're so inspiring. Jamie Kern Lima. Anastasia Suare. Welcome to the Jamie Kern Lima Show.

Thank you so much for having me. I I'm so excited to be here today. I'm so excited. Your story is incredible. And uh I'm so excited for your new book. I read it cover to cover every word. It is so good. I love when we connect with other people's stories and then by the end of the book, we're like rooting for ourselves and we believe in ourselves again. and they want to ask you just right off the top. There's so many people who, you know, want to turn their dreams into their destiny, but maybe they feel like it's too late or they don't have the right connections or they're too old. And I know with you, you worked in your first salon when you were around 30 and then opened your first one when you were around 40. Now, today you're on Forbes America's richest self-made women's list and have built this billiondoll brand.

What would you say to the person who's going, "Anastasa, I want to turn my dreams into my destiny, too." But, you know, do I have what it takes?

It's never too late. Never too late. Yeah. Uh but uh I think you you need to know exactly what do you want?

What exactly you want? What what are you passionate about? Because as you know it's not easy.

Yeah. So if you don't love what you do and and if you are not passionate is very difficult. You will give up

sooner or later. Yeah. Yeah. Yeah. There was a moment um you talk about in the book where uh you were working in the salon and as a esthetician and it was when you started shaping eyebrows that you had this sort of like just ignited passion inside of you. Did you feel like there was a moment for you where you're like, "Oh, this is something I need to do like a kind of an aha moment as Oprah would say."

When I started working as an aesthetician doing facial and body waxing, it was I started with that feeling of doing something for somebody else, making her beautiful or at least doing something that will give her confidence, making her feel beautiful. I think you get that energy back. and I start liking. Then later on I bought um disposable camera and I start taking pictures of myself with my family and my friends and I realized that my eye I look surprised. So I remember my art teacher talking about eyebrows, how important eyebrows are. And if you want to draw a portrait and change an emotion, you change the eyebrow shape. And I realized looking at the pictures of myself that I look surprised in the pictures. So I thought, "Oh, it's my eyebrows. Let me go back to the library and start studying the golden ratio uh technique that we used to apply in our classes." And um I fix my eyebrows and and I start doing that

to my clients because I thought that it's it's incredible. Changes your entire look. well-shaped eyebrows. And um I I think that was the moment when I really fell in love with I thought, "Oh my god, I could transform somebody's face."

Was such a a um moment of of an aha moment, number one, but two, I felt so good that I was able to do that for somebody.

Yeah. Isn't it so interesting? I um when we look back at like the things that we go through and then we have this experience that sort of like sparks this idea I think a lot about uh this idea of are our steps ordered in life and because there's a lot of people right now who might be listening or watching us right now and they have a dream or something they're passionate about but then they're in a job that maybe feels like it has nothing to do with it or it's not helping them. Um, but I actually I think so often the things we go through sort of can set us up. And I think about the days I was waitressing at Denny's. And Anastasia, I worked at a Denny's. I love the job. I love the job.

Um, but at the particular location I was in, the kitchen had major operational problems. So, they would take like an hour to get pancakes out. And I'm waitressing and people would get so upset. They'd get up and leave. And so I became really good at talking like to people and just trying to because I was like a poor broke student trying to pay my bills. And but I'll never forget, you know, in that moment in time, you know, I had a lot of dreams but a lot of self-doubt. I never knew I'd be building a company one day. But what I learned was like, oh, you've got to get your operations right if you want to have a successful brand, right? And so later when I'm building it cosmetics, I was like, oh, we've got to get our operations right. we've got to get, you know, and for you. I I Oh my gosh, I loved I loved reading your book so much, Raising Brows, that's out now. Um because we go on this journey with you

when you spent your days growing up in Romania and you were in, you know, with your mom who was designing dresses and you got to watch patterns and watch women just be like delighted when when when the outcome helped make them feel their most beautiful. Do you think that planted seeds in you for what you're doing now? Absolutely.

Absolutely. Uh I think in my mom's atelier the seed was planted because I could witness my mother showing and and giving her clients so much love and making them feel so important and so beautiful. And I think that was the seed and and and exactly how you just said about you working at Denny's, you realize that was the seed that was implanted in you like I have to do something and operation is the most important thing. How I will I will plan this A to Z and execute. Not only I have a dream. Yes, there are many people that are super smart and they have dreams and they are talented. But from that to putting in practice and and deliver and do it every day and every day you should do it better and better to master your craft. I I think that's the magic in everything you do.

Yeah. And I think when I, you know, when I was reading um so many different pieces of your journey along the way, I just think of everyone who's listening or watching going, "Okay, I'm in this job right now or I had this different type of way I was raised, but those things we're exposed to one day can really be these seeds that blossom in unexpected ways that become really valuable." Really valuable.

Absolutely. I want to talk about nos and rejection because they stop a whole lot of people from trying or from thinking that they have what it takes. And when you were working in a salon with with owners, bosses that you loved and you were doing uh working as a esthetician and you you came to them and you said, "I want to do a standalone brow service and like a whole brow thing." And that was a big moment and a big no. Yes.

And can you talk about that for a moment? Well, in 1990, eyebrow shaping wasn't a service. People didn't believe that you have to charge for shaping eyebrows. So, used to take me maybe half an hour to shape eyebrow at the beginning because I was just building my technique, trying to to perfect my technique. So, it used to take me half an hour, 40 minutes. Well, I used to have uh a block for a facial block for an hour to get a facial finish for my client.

So, the charge for a facial was way more than the charge for an eyebrow. Because at the beginning, they said, "Okay, how much we could charge? $10." So it didn't make sense for the business which I understood at that time

didn't make sense for their business the owner and because I really believed in in that magic the the the science combined with beauty I really believed in that uh I thought that I could rent a room in a salon and I could do facial and body waxing. I will work extra hour but I will still try to build the eyebrow business because I really believed in that and it it wasn't easy to make that decision because my husband didn't work.

Uh I had a little kid. I was the the bread winner in the family but um still I thought this is the reason why I came in this country. I need to do something. I need I believe in this. Even so, nobody believed including my husband in my dream. But I thought, what do I have to lose if I don't make it in six months? I could go and work as an aesthetician in another place. Mhm.

And and it's very interesting that when I used to work in the salon and shape eyebrows or do facials or body waxing, I used to have clients that used to ask me, you know, I'm an accountant or I work in a bank or they were in a job that they were not happy, but my dream is to do something else.

And I used to tell them like, okay, you need to have a plan, okay? Don't give up your job because you have a family to raise. Try slowly to build whatever you believe in it. If you want another business, don't give your daytime job.

And when you feel like you could make the money that were equal with your salary, then slowly you could switch

because it's it's scary to to start something Yeah. so uh drastic and so you know important in your life that if you cannot make it then what you going to do?

So there are moments definitely when you feel like okay I want I have this dream I want to build I don't know what

but you have to have a strategy or go go to a company that that you could work for and you could learn

because it's so easier to look at things from outside. Yes. But when you are inside, you know very well it's cosmetics. It's you feel like, "Oh my god, I love beauty products. I want to to start a beauty brand." And then when you start

a beauty brand and you start dealing with the with the operation, with the warehouse, with shipping, with everything that takes to do that, you feel like, "Okay, I don't know what I got myself into."

Yes. Yes. I know. Sometimes I think there were moments I was like if I knew it was this hard.

Yes. I don't know if I would have done I'm glad I didn't know. I'm glad I didn't know.

No, that that's another thing. If I knew how difficult it was, I will never do it. But it's exactly like when you have a baby, you feel like, oh, if she had the baby and was able to do it, I could do it, too. And then you have the baby, you think like, oh my god, this is way harder than I thought.

Yes. With the business is the same. Yes. Yes. It's so true. And like we almost have to do it ourselves though to figure that out. You know, if someone can tell us and it's so hard, you know, I wonder if the owners of the salon at the time, who I know you love dearly, had they said yes, yes, we'll add the service in the salon,

do you think that would have changed the course of things at all? Like, was that no, we don't want to add it. Was that a huge gift? Because then you were like, okay, I'm going to bet on myself. I'm going to do my own thing. I'm going to go for it. Absolutely. Absolutely. Was a gift for me. Yeah.

Because in all all the nos that I always got was a a reason for me to push even harder.

Yeah. You know, like I'm going to do it. I'm going to work twice as much. I I I'm going to make it because I know I I'm going to succeed.

I'm not going to give up. Yeah. I want everyone to hear this because we need to pause for a super brief break. And while we do, take a moment to share this episode with every single person that you know who this could inspire because this conversation can truly be the words and inspiration they need to hear today to keep going to remember that they matter and to feel less alone and more enough, more connected, more inspired, and more worthy. In life, you don't soar to the level of your hopes and dreams. You stay stuck at the level of your self-worth.

When you build your self-worth, you change your entire life. And that's exactly why I wrote my new book, Worthy: How to Believe You Are Enough and Transform Your Life for You. If you have some self-doubt to destroy and a destiny to fulfill, Worthy is for you. In Worthy, you'll learn proven tools and simple steps that bring lifechanging results like how to get unstuck from the things holding you back. Build unshakable self-love. Unlearn the lies that lead to self-doubt and embrace the truths that wake up worthiness.

Overcome limiting beliefs and imposttor syndrome. achieve your hopes and dreams by believing you are worthy of them and so much more. Are you ready to unleash your greatness and step into the person you were born to be? Imagine a life with zero self-doubt and unshakable self-worth. Get your copy of Worthy, plus some amazing thank you bonus gifts for you at worthybook.com or the link in the show notes below. Imagine what you'd do if you fully believed in you. It's time to find out with worthy. Who you spend time around is so important as energy is contagious and so is self-belief. And I'd love to hang out with you even more, especially if you could use an extra dose of inspiration.

Which is exactly why I've created my free weekly newsletter that's also a love letter to you delivered straight to your inbox each and every Tuesday morning from me. If you haven't signed up to make sure that you get it each week, just go to jamiema.com to make sure you're on the list and you'll get your one-on-one withjamie weekly newsletter and get ready to believe in you. If you're tired of hearing the bad news every single day and need some inspiration, some tips, tools, joy, and love hitting your inbox, I'm your girl.

Subscribe at jamie lima.com or in the link in the show notes. Do you struggle with negative self-t talk? Living with a constant mental narrative that you're not good enough is exhausting. I know because I spent most of my life in that habit. The words you say to yourself about yourself are so powerful. And when you learn to take control over your self-t talk, it's life-changing. And I wanted to give you a free resource that I created for you if this is something that could benefit your life. It's called five ways to overcome negative selft talk and build self-love. And it's a free how-to guide to overcome that negative selft talk to build confidence and develop unshakable self-love so that you can dream big and keep going in the pursuit of your goals. Don't let self- sabotaging thoughts hinder your progress any longer. It's time to rewrite the script of your life, one filled with self-love, resilience, and unwavering

belief. If you're ready to take charge of your narrative, build unwavering confidence, and empower yourself to persevere on the path to your dreams, you can grab your free guide to stop overthinking and learn to trust yourself at jamie kernlema.com/resources or click the link in the show notes below. And now, more of this incredible conversation together. I want everyone to hear this because I get I mean emails, DMs, letters every day from people saying like, "I just got my fourth rejection from a publisher or I just got another no on my business. I feel like it's I feel like I don't have what it takes." And I I think that I think that, you know, we always hear about cancel culture, which of course is a real thing, but I think the biggest form of cancel culture that a lot of people don't realize is us cancelling ourselves before we even try or before we keep going. And everyone knows your

outcome, right? if if they Google your name, they're going to see Anastasia Sury builds billion dollar beauty empire, you know, but but really understanding, oh wow, she had nos, too. She had setbacks. She had hardships. And how did she handle them, right? Cuz we both, you and I both have had a million nos.

Yes. And and I have to say that every time I will get a no, I will I wanted to know why I got rejected.

Okay. because I was thinking okay I need to to use a totally different avenue so why they don't like my idea or what they don't want me to do this and then use that for my next pitch

you know what I mean and sometimes maybe it's not the right time when you want to start something or they are not the right people

yes always uh you know timing is everything Yes. Yes. Yeah. There's so many reasons why it could happen and so often it's not an indication that you don't have what it takes or that your idea is not going to make it. And I just love the meanings that you assign to know and rejection because I always talk about how success leaves clues. And I think that, you know, we can all just take save ourselves so many nights crying ourselves to sleep and so much self-doubt if we connect and understand stories like yours and how did you handle the nose and how did you and you oh wow, you went through that too, but wait, you didn't let it stop you. And so I love that so much. I wonder when you were a little girl,

did you ever have a feeling like you were destined for great things? Yes, I did.

You did? Yes, I did. I always wanted to to be significant to to do something that will be different than my life in Romania. I mean I lived a in a communist regime. It was very difficult

but in a way I think that made me resilient, made me uh resourceful, made me uh who I am today and I'm really thankful for. you know.

Yeah. You always had to adapt every day because you didn't know tomorrow if you could survive. You know, you were in a survivor mood.

Yeah. And it I think was important for me to to realize that it's always another answer. M

I'm thinking of and obviously I can only imagine but I'm thinking of all of the little kids your same age going through similar situations

in Romania or or any part of of the country or the world right now and a lot of them might handle things different. Where do you think that that knowing of I want to do great things? Where do you think that came from when you were a little girl? uh I think came from my grandfather. He was an immigrant in Romania and he constantly used to tell me that he made a mistake um leaving Macedonia and coming to Romania instead of going to United States. And I was in a room with him and we had a tiny little radio and we used to close the window and drapes and the doors and listening to um Voice of America because it was the only way for us to know what was happening everywhere. And he used to tell me like, I made a huge mistake not going to America, but you should go because this is what freedom is. This is where freedom is, not here. We we I made a mistake.

And I think he he installed that in me. Like I have to go to America. I mean now I look back and I was even when I came here, I thought, wow, what the hell I was thinking. I didn't speak the language. I didn't know anyone. And I didn't have one penny to make a phone call. And I don't know, I was just my grandfather voice was in my in my my mind. You have to go there.

And he planted a seed. He planted the seed. But then you trusted it. He went for it.

Yes. I was the only one in in the family that that wanted to come here. Nobody wanted to come.

Mhm. you um I love the pattern of you betting on yourself and believing yourself. I want to ask you uh about being in school and and and and getting uh and the red boots that you wore. Tell us about the red boots because I fell in love with you again reading the story about the red boots in school. Can you talk about what happened?

You really read the book. So, of course, in a in a communist regime, everybody had to wear the same uh uniform,

and we had like flats, black shoes, and I I really didn't like them. I felt like they were not sexy enough, or not sexy, but like not feminine enough. And uh my mother bought me a pair of uh red boots from um uh Italy. They were platform exactly how the fashion is right now, believe it or not. And I went to school with wearing those boots and and pull my my uh uniform and make it a little shorter cuz you always had to have it below the knee. And um I felt like I was breaking the rules and uh of course the teacher were not happy. But uh I wanted to kind of made my point and I wanted to feel like I am going to do something uh breaking a rule that I wanted to feel or at least dream that this is what u people in the west are wearing. you know.

Mhm. That kind of I mean I used to get some Vogue magazines uh and it was not easy because everything was black market. We we couldn't buy anything from the west and of course looking at the fashion was incredible for me and I wanted to feel like I am like all those girls in the west. M you mentioned uh knowing that other some of the other kids at school like may may judge you for it and have a and have a problem with it and you might feel like a little bit

Yes. But I I never really paid attention to uh I wasn't really I didn't care if people will judge me. I mean everything was in in a communist Romania everybody will judge you. Okay. And I thought I want to go in a country where nobody is going to judge me for what I want to do, what I want to be, who I want to be. And probably that's why I I picked Los Angeles.

Felt like this is the freedom. Yeah. Do you where do you think that strength came from? Because a lot of us going through especially school years, whether it's elementary school, junior high, high school, I mean people are plagued by trying to fit in and worrying about like not fitting in. And what do people think? Where do you think that strength came from?

I don't know. I never had that growing up. I never wanted to be like somebody else. And I was the shortest in the class cuz I was a gymnast and I was so skinny. Um but I never really it didn't matter to me. I had my own agenda. I wanted to go to art classes. I want to be the best gymnast. I wanted to paint the best paintings. That was more important for me than being like somebody else.

Do you care what people think now? Never. I never care. Never. Never. I wanted to do the right thing for me.

Yeah. But I never care what other people think of me in this day and age now being such a global well-known person. I feel like now in 2025, I mean, everybody, no matter who it is with social media and everything going on, there's a million people that love you and every every person and and and the opposite and this and that and when you are aware of any of that stuff that comes with everybody nowadays. Um, do you you don't care.

You know, this is I I like myself. Yeah. And if you don't like me, it's okay. Yeah,

that's you are entitled to your opinion. But I like myself. I try to be a good person. I try to do the right thing in life. I I try to do good for other people to help other people. And again, if you don't like what I do or how I look or what I wear, it's okay. You are entitled to your opinion doesn't mean that it's going to affect me,

don't you think? How are you strong enough not to let it affect you? You just don't.

I mean, no, I don't. Yeah. Yeah. I I mean, I do not spend the time. Yes. I don't waste my time.

Yes. Because my time is so precious. I want to w use my time in things that I could I could grow, I could learn, I could do amazing things for other people.

Yes. If I will focus on on the negative, then it pushes me back and I can't do that.

I just want to call this out because I'm about to jump out of my chair because I'm so excited because you are going to free. There's going to be someone that just heard I'm going to cry. There's going to be someone that just heard what you shared in the last two minutes and it's going to change their life

for two reasons. So many people right now are so scared to put themselves out there or to, you know, post how they are authentically on social media or to raise their hand in a meeting and share an idea or to bet on themselves because they're scared of what other people will think. They're scared of they won't fit in anymore. And why I'm so excited right now, Anastasia, is like when you share, you know, even in school, you know, you were, you know, you share that you were maybe yourself fully. You didn't need to fit in. You were a gymnast and really skinny and wanted to wear red shoes and wanted to go to art class and and look at you look at when success leaves clues. I think one of the keys for every single person to living their greatest life is when they fully are all of who they are. and you are talking about how you know you've been all of who you are and like that's your superpower, right?

Like if you were like, "Oh, let me fit in in school. Let me try to make sure everyone likes me or oh, now let me care what everyone thinks." That kind of stuff will we'll doubt ourselves out of our own destiny so fast when we do that. And I love that you're sitting here as somebody who, you know, was a mom with no connections, trying to figure out how do I make money, betting on yourself, starting with nothing, and you're sitting here having built a billion plus dollar beauty empire, having almost every single person I can think of, um, who's, you know, loves you and has been impacted by your work and the impact you have every single day. And you look at that pattern and everyone right now can decide, you know what? I'm going to stop freaking caring about all this. I'm going to be who I fully am. And if someone says something against me, I'm not going to care. No. I'm going to give you another example. So, when I came, I

had $200 and I bought myself a a fourth station wagon that it was as big as this room. And uh the car was so bad. I mean, the hood was open and the exhaust uh was was a was a tube coming out of the hood in front. The the windows in the back didn't close properly, so it was open like in a diagonal. It was a bad uh car, but I didn't care. My daughter used to say, "Mom, we can't even go to park or to valet the car because this is such a bad card. Now you make enough money." or I was working renting I was making decent money but to me wasn't was important to save those money because I had a bigger dream and she used to say mom just like can you buy another car like no

like what people will say we we you work in Beverly Hills like I don't care what they say I don't need to uh to get in debt and and drive a Mercedes because I want to save the money and build something to me I always I always think of the in the long run. Now I don't care what I really didn't matter to me what other people thought what the valet parking uh uh gentleman thought of my car or I I it wasn't important.

It's important who I am. It doesn't matter what car I drive. This is what I think.

Yeah. Yeah. Well, and it's so beautiful because I feel like even with so many people now that start businesses, they see what's going on all over social media and they prioritize sort of like flash over cash and making sure that they're like thinking long term. You say in the book that there were some valets that refuse to park your car.

Yeah. They didn't want to park my car. Yeah. Yeah. You know, one other thing you said I just want to highlight because it's so good you and I want everyone at home to think of their own time this way as well, but you mentioned your time. so precious. You can be doing so many things to impact, to help other people, to and so it's like anything we do comes at the price of what we could be doing. Anytime we're spending focusing on what this person thinks about me or this person said that, that comes at the price of our time.

Absolutely. And energy that we could be doing something completely different. And sometimes what will happen, you will spend so much time on on focusing on that negative instead of putting your whole persona into let me see how I could grow. Let me see how I could learn something else. Let me let me think of me. what else I could do to to prosper, to do better for my family, to do better for other people, for my customers, for my friends, to me. I mean, always stay positive and look at the bright. Look at the h half full glass, not half empty glass.

Yeah. So good. You know, a lot of us are in loving families, well-intended families. We have great friends, but when we share a big idea, they don't get it or we get laughed at. You You were laughed at by potential landlords, not given loans by the bank, and you chose to bet on yourself anyway. And you know, now you've been at the White House being celebrated by the most powerful people in the country. You've been, you know, celebrated by so many people. But to go from that moment of of being in that spot, which so many of us can relate to where we had this idea, but in your case, the landlord thinks it's ridiculous, like it's not going to like that's not a real business doing doing browsing. You're not going to be able to pay rent for me doing brows. You have banks not wanting to give you a loan.

Um, in those kind of moments, uh, can you share um how you handled them? Yes. So, we need to pause for a super brief break. And while we do, take a moment to share this episode with every single person that you know who this could inspire because this conversation can truly be the words and inspiration they need to hear today to keep going to remember that they matter and to feel less alone and more enough, more connected, more inspired, and more worthy. Who you spend time around is so important as energy is contagious and so is self-belief. And I'd love to hang out with you even more, especially if you could use an extra dose of inspiration.

Which is exactly why I've created my free weekly newsletter that's also a love letter to you, delivered straight to your inbox each and every Tuesday morning from me. If you haven't signed up to make sure that you get it each week, just go to jamie kernelma.com to make sure you're on the list and you'll get your one-on-one with Jamie weekly newsletter and get ready to believe in you. If you're tired of hearing the bad news every single day and need some inspiration, some tips, tools, joy, and love hitting your inbox, I'm your girl.

Subscribe at jamiema.com or in the link in the show notes. I am so excited for this book. You know why? Because it's going to save so many people. It's going to save the your new beautiful book worthy. Get this book.

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Join the worthy movement today by grabbing your copy of Worthy anywhere books are sold. Then head to worthybook.com now for free gifts, including my five-part course on becoming unstoppable and my 95page worthy workbook action plan that teaches you how to implement the tools from the book into your real life right now.

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Jaime's book, Worthy, is incredible. The gifts are going away, but they're all free right now on worthybook.com. And now more of this incredible conversation together. You have banks not wanting to give you a loan um in those kind of moments. Uh can you share um how you handled them?

Yes. So I wanted to rent the the spot that I have the salon. uh even today, believe it or not, is still there. 438 North Bedford Drive. Um and uh I went to to the landlord and I told him that I want to and what he of course he asked me, "What's your business?" I said, "Well, I shape eyebrows and I'm working with the biggest celebrity in Hollywood." So the the the gentleman looked at me and said, "You do eyebrows?" I was like, "Lady, this is Beverly Hills. you can pay rent in Beverly Hills. Shaping eyebrows. He didn't even know what that service was.

And uh I he didn't want to rent me the space. So the space I knew for sure because I used to work around the corner was empty for two years.

In 9697 the economy was not that great in US and especially Los Angeles. So there were a lot of empty spots and um I stayed there for two hours trying to convince the landlord that uh he needs to give me the space. I tried every avenue. If you were say, "Oh no, no, I brought it's impossible. You cannot pay the rent." Then I use something else. I said, "Well, um you know the space it's empty for two years." Like give me six months. Give me the space for six months and if I don't make it, I'm going to lose. I'm going to leave. I'm going to rent or go again and rent a tiny little room, but give me the space for six months. Still, he wasn't convinced. And then I used my last card.

Uh I said, "Well, I'm sure your parents, your grandparents or greatgrandparents were immigrants in this country." It's like, "I'm an immigrant. Give me a chance. Somebody gave them a chance

and you know what he said okay I will give you for 6 months the space is everyone recognizing a pattern here because again a lot of people would hear no yeah or they might get offended or they might I mean who knows or they would hear no for an hour and then leave and you're just like unremitting and you keep going and then you connect at that heart level.

Yes. I tried every card. Actually, the the the broker Dembo, I will never forget, was there after like half an hour and no, no, no. He looked at me was like, "Let's leave. He's not going to give you the space." Like, I'm not leaving it. We don't leave this place until I'm going to get an ES. And I did.

I love it. So, you created the iconic the iconic golden ratio for eyebrows. And I love um which just brings out someone's most beautiful face. And I love when you when you say that uh for you and your and your one of your many talents is like uh I think you say in the movie the six sense where but instead of them seeing I see dead people you're like I see eyebrows when you look at someone's face. Can you talk about that? I know you shared that you were studying the golden ratio in libraries and with art and then how you brought that to life cuz this is so good because we can get inspiration from so many places. You brought that into an industry first ever and you transformed the beauty industry. Can you talk about that?

So uh in art school I studied um uh of course the golden ratio technique that Leonardo Dainci used this technique in all his uh art. And when I realized that my eyebrows made me look surprised, I I wanted to create a technique that will shape the perfect eyebrow uh according every my bone structure and my natural shape. And I start going to the library and kind of revisit the work that Leonardo da Vinci did. He studied the entire body, the face as you know. Um the only thing he didn't was the eyebrows and uh of course it took me hours and hours to kind of create that perfect uh shape or the technique and and once I start doing was so much easier. Another important uh element was that working in Beverly Hills, I had clients from everywhere, every ethnicity because was important. We all have different bone structure, different hair in our eyebrows, uh different uh length of the eyebrows and was was so good that

I was able to to kind of compare every every bone structure and kind of create the the stencils and and then they were not eyebrow products and I was mixing eyeshadow with aloe vera and Vaseline to create the oppon

and from art store I used to to buy the brushes because there were no brushes for eyebrows. And this is how I used to finish the perfect arch when my client would leave. And then they would come back after 3 weeks and they would say, "Well, Anastasia, my eyebrow look great when I left, but after I took a shower, they were my eyebrow still was missing hairs.

And that was the moment when I thought, okay, I have to create products." I went to Cosmoprofim Bolognia and I started working on the products. And the beauty of that was I I couldn't find other products to to copy or to be inspired. I created every products based on the need of my clients.

So I will give them the samples and ask them, okay, text me or not text me, call me and tell me how do you like it? It's too soft, it's too dark, it's too, you know, just to create the perfect arch, the perfect product. And um this is how the the products were created.

And you gave you gave the golden ratio like you named it, you owned it, patented, you claimed it and you created this whole shift in an industry and and uh you know what I love is it applies to everybody. So every person listening right now can figure out the golden ratio for them. You have a chart in the book, right? So when you get your copy of raising brows, Anastasia's brand new book that's out now, so good. There's even a chart in there that can show you exactly how to do that for your face shape. Um, no matter what age you are or ethnicity or bone structure or Yeah. And it just and tell everyone maybe if they're hearing this for the first time

when they do their brows um uh with the golden ratio, what happens to them? What happens to their face?

Well, the perfect eyebrow shape brings balance and proportion, a harmony within all their features. And the human eye is encoded to recognize that that harmony and uh it's you all of a sudden even if you are not an expert and that was probably the reason why uh was worth of mouth because when I started the didn't exist social media and was the word of mouth the client will walk on the street and and uh uh somebody will wow it's something different about you and They will uh of course proudly they will say well I just got my eyebrows at Anastasia.

Yeah. And it was wonderful to to get that and I at the beginning I remember how hard I worked and so many hours because I wanted to do the perfect eyebrows. I wanted to master

my uh my skill and I think it was very important for me. I think of course I wanted to be successful. I wanted to make money, but that wasn't my primal uh objective. I wanted to do the best eyebrows.

Yeah. And you have and I did for for pretty much half the world now. Um you say when you feel beautiful, you feel powerful. And what do you say cuz you've had so many people who you've met throughout the years. Now there's millions of women and people impacted by your work who love your products who love your message. Um when you say you feel when you feel beautiful you feel powerful. What do you say to the woman who's like Anastasia I've not felt beautiful ever or in a very long time? what I would tell her, she needs to get her eyebrows done. But um I worked at the salon for many years. Yeah.

And I every five minutes I used to have another client. I used to have three hours waiting list. So working non-stop. Every single time when my I finish the eyebrow and my client I will give my client the mirror and she will look in the mirror, you could see her face was lit. She will feel like a million bucks. I thought, "Wow, the effect that an eyebrow you could see. I could feel it. I could see it. she will her energy that explosive energy

kind of gave me so much power to keep doing this and and many times I have to say this I think my clients were the one that will will keep me going cuz I had days and nights when I will go home and think like I can't do this anymore this is hard this is difficult

but they will keep that fire in me and and I felt like they would They they were the ones that will keep me going.

You know what I love about that? I think about, you know, for anyone who's maybe an entrepreneur now or putting their art out in the world and their ideas or anything, uh, who's having those days where you're just like, am I even supposed to do this? you know, and I think um one thing you just shared is so powerful that I think is a a big key to success that that we can all sort of like lean on when times are tough. I think we all have to have a reason or more than one that we're doing it that's bigger than ourselves. And I remember there were there were I was going to say days, but honestly years that I spent in the QVC green room where I was so grateful to be on, but I was absolutely utterly burnt out working 100our weeks going, "Is my business going to make it? Is it was just it was so much. And there were days that were so hard and I would have um emails and and and messages printed out from

customers in a stack. And if I was having a really bad day, I would go through those and I'd be like, "Okay, this is why I'm doing what I'm doing. This is why I'm doing what I'm doing." And when you just shared that there were days that were so hard, but you'd have, you know, somebody in your salon who's like,

"Yes. Wow." And then you just saw their, you know, them come alive. And that's sort of something bigger than yourself. And I want to call that out because um I think that's important. I think a lot of people maybe haven't thought of that in what they're doing. And I think we've all got to have something that we can lean on on those hard days.

You have to find an anchor that will keep you going. Yeah. I mean, I remember those QVC that Sheraton. I mean, even right now, if you tell me about QVC, I think the smell of the carpet that was 20 years ago at Sheraton, the only hotel uh close to QVC. Uh, and I used to go there at 2:00 in the morning and being on the show and then fly back and the next morning I will be in the salon. I mean, working seven days a week. Yes.

Non-stop. But again, you have those moments where you have people that you have to stay anchor to the people that at least they will keep you going. M

could be one, could be 10, could be a hundred, but you have to keep those people that will believe in you because that's the way you keep going and not give up.

Yeah. You know, one of the things I love so much uh amongst many with Raising Brows, your new book um that's out now. I'm excited for everyone to get this in their hands because we can see ourselves and what's possible for us in someone else's story and there's so much that you share. what you know you talk a lot about how even to this day you check every you know batch of product I mean there's all these there's so much that you share in here that I think we can all think about our own situation and learn from or recognize clues as to why you're so successful now but if you were to think of maybe a couple of the big needle movers for anyone listening that really make a difference in building a business um that you know that you know you're so glad you did or continue to do now that you would tell everyone else to do. Um, what would you say those are that are sort of the keys to success?

Well, first I think you need to be authentically who you are. What do you want? What you do you believe in it? Don't try to be like somebody else.

Yeah. Because at the end of the day is going to come out. You have to be authentically you. You don't need to to make yourself like somebody else thinking that they will like you more. No, you are perfect the way you are. Just you will shine. Just show us who you are.

That's the most important thing when you start doing a business. You need to really be passionate about

because it's very easy to give up. Then you have to be resilient and stay focused. Don't lose your focus. I mean during my career there were many days when maybe I wanted to do something else. uh my my my part-time job to to get money uh and to invest in the company uh was uh flipping houses. I used to buy house, remodel and and sell them and and I became so good at it and I had moments when I and I was thinking oh maybe I should do this not eyebrows because this is difficult but no I stayed focused on eyebrows. I use that money and that business just to be able to have the revenue to put into the business. Stay constantly in in your dream because it's going to take long time. It's or if you are lucky to to take you just a year or two that's a different story but most of the time uh every overnight success takes at least 10 years.

Yeah. Yeah. That's so good to stay focused on your dream because especially nowadays, you know, we scroll Instagram for 5 minutes and we could be like, "Oh, right. There's everything out there that can distract us or make us think that we're, you know, on the wrong track or that someone else has it easier and better or maybe I should do that thing." It's really good. Yeah. Yeah. Because it's not easy. Um, for you, you know, you talk about uh you talk about the words your grandpa shared when you were little and listening to the radio with the drapes closed and and then being the one from your family. Yes.

Uh the only one who's like, I'm going to America. How what does the American dream mean to you? Do you feel like you've you do you feel like you've created the American dream and do you think it's still alive and well today? Well, I think I'm I'm the perfect the poster child of American dream. Uh I came here with nothing. I didn't speak the language, but I had I saw the opportunities which this country really offers you. Uh and um I achieved my wildest dream. I ever thought that I will achieve that much, but I work really hard and I still work really hard because I love it. M

um and uh I still believe that the American dream is still alive. I think people need to see the opportunities.

I think opportunities are everywhere will be different. Now today the AIs, social media, when I started the opportunities were different,

you know, but um I I still believe this country offers so many opportunities and you still work so hard cuz you do not need to work

at all. And you know, and I have people say to me like because I work a lot right now, I actually work too much right now. Um

but I love it. Like I love like I love this show. I want I'm so honored to share your story with so many people. So I love it. But I'm curious for you because you don't have to do nothing, right? So why is it right now you're still working?

I love it. I love to be to be I'm so competitive. I love to be in the in involved. I love to to win. This conversation with Anastasia is so incredible. We made it into more than one part. If you want to gain stories, insights, and true inspiration to turn your dreams into your destiny, you are not going to want to miss this incredible part two of our conversation with Anastasia Suare coming up in the next episode of the Jamie Karn Lima Show. Remember, this episode's not just for you and me. Please share this with every single person that you know because it can impact and change their life, too. And if you love today's episode, please click the follow or subscribe button for the show on the app that you're listening to it on or watching it on. And if it added value to your life, if you could please give it a fivestar rating or review, I would be so grateful. And again, share it with everyone you believe in. Maybe it's

another person in your life who could benefit from it who's building something of their own or facing a season of setback or just needs a boost of inspiration. And please post the episode and share it with others online or in your community who just might need the words and tools and lessons in this episode today. You never know whose life you're meant to change today by sharing this episode. Thank you so much for joining me today. Before you go, I want to share some words with you that couldn't be more true. You right now, exactly as you are, are enough and fully worthy. You're worthy of your greatest hopes, your wildest dreams, and all the unconditional love in the world. And it's an honor to welcome you to each and every episode of the Jamie Kern Lima Show here. I hope you'll come as you are and heal where you need, blossom what you choose, journey toward your calling, and stay as long as you'd like because

you belong here. You are worthy. You are loved. You are love and I love you and I cannot wait to join you on the next episode of the Jamie Kern Limma Show. In life, you don't soar to the level of your hopes and dreams. You stay stuck at the level of your self-worth. When you build your self-worth, you change your entire life. And that's exactly why I wrote my new book, Worthy: How to Believe You Are Enough and Transform Your Life for You. If you have some self-doubt to destroy and a destiny to fulfill, Worthy is for you. In Worthy, you'll learn proven tools and simple steps that bring lifechanging results like how to get unstuck from the things holding you back. Build unshakable self-love.

Unlearn the lies that lead to self-doubt and embrace the truths that wake up worthiness. Overcome limiting beliefs and imposttor syndrome. Achieve your hopes and dreams by believing you are worthy of them and so much more. Are you ready to unleash your greatness and step into the person you were born to be? Imagine a life with zero self-doubt and unshakable self-worth. Get your copy of Worthy plus some amazing thank you bonus gifts for you at worthybook.com or the link in the show notes below. Imagine what you'd do if you fully believed in you. It's time to find out with worthy. Who you spend time around is so important as energy is contagious and so is self-belief. and I'd love to hang out with you even more, especially if you could use an extra dose of inspiration, which is exactly why I've created my free weekly newsletter that's also a love letter to you, delivered straight to your inbox from me. If you

haven't signed up to make sure that you get it each week, just go to jamie kernelma.com to make sure you're on the list and you'll get your one-on-one with Jamie weekly newsletter and get ready to believe in you. If you're tired of hearing the bad news every single day and need some inspiration, some tips, tools, joy, and love hitting your inbox, I'm your girl. Subscribe at jamie lima.com or in the link in the show notes. And please note, I'm not a licensed therapist and this podcast is not intended as a substitute for the advice of a physician, professional coach, psychotherapist, or other qualified professional. If you love this incredible episode with Anastasia Swary, I promise you, you are also going to love this lifechanging episode of the Jamie Klema Show right here. It's up next just for you.

Questions about this episode

What is discussed in "How to Turn Dreams Into Destiny! Anastasia Beverly Hills Founder & Her Billion Dollar Beauty Empire!"?

In order: 0:00 Jamie Kern Lima Show, Beverly Hills, Anastasia Beverly Hills, Cindy Crawford; 10:00 Denny's, IT Cosmetics, Romania; 20:00 Romania, Self-Worth, Macedonia, United States (states); 30:00 Beverly Hills, Los Angeles, Romania; 40:00 Beverly Hills, Worthybook.com, 438 North Bedford Drive, IT Cosmetics; 50:00 Sheraton; 1:00:00 Self-Worth, Jamie Kern Lima Show, Worthybook.com.

What is mentioned in this Jamie Kern Lima episode?

33 people, works and ideas are mentioned, including Romania, Beverly Hills, Jamie Kern Lima Show, Self-Worth, Denny's, IT Cosmetics. Each one on this page links to its own page with every episode that mentions it.

How long is "How to Turn Dreams Into Destiny! Anastasia Beverly Hills Founder & Her Billion Dollar Beauty Empire!"?

The episode runs 1 h 7 min; the transcript is about 11,419 words in 153 timestamped sections.

More from Jamie Kern Lima

About this transcript: the episode's spoken words as captioned on YouTube, split into timestamped sections. Reclip.Me locates every person, work and idea in the text, keeps the time it is first named, and quotes the words around it verbatim. Last updated November 18, 2025.