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Anastasia Beverly Hills expands its eyebrow empire

A 3,100-square-foot spa is opened in Brentwood.

January 03, 2010|By Max Padilla
(Courtesy of Anastasia Beverly…)

With a pair of tweezers and a dream, Anastasia Soare became the eyebrow queen -- she's even trademarked herself as the "definitive brow expert." After immigrating to Los Angeles from her native Romania, Soare applied her former architecture studies to another kind of arches and popularized the notion that perfectly shaped brows are a quick and relatively affordable way to improve one's appearance. To keep up with her burgeoning clientele, Soare opened an Anastasia location in Brentwood on Dec. 10, more than a decade since she opened the first Anastasia in Beverly Hills in 1997. Anastasia Brow Studios also operate in select Nordstrom and Sephora locations.

The 3,100-square-foot Anastasia Beverly Hills in Brentwood -- double the space of the Beverly Hills location -- is a far cry from the rented room in a Melrose Place salon where Soare first practiced her brow magic in 1994 on supermodels Cindy Crawford, Naomi Campbell and Christy Turlington. Soare's reputation grew through beauty magazine credits until she became a household name after tweezing Oprah Winfrey's eyebrows on TV in 2006 and again in 2007.

Anastasia Brentwood is a full-service salon, offering haircuts for women ($125), men ($75) and kids (starting at $45) plus blow dry ($75), highlights (starting at $95), hair straightening (starting at $75), manicures and pedicures (starting at $25 to $50 for both). Aesthetic services include body waxing (starting at $25 for underarms) and facials ($110 to $300 for oxygen infusion).

Eyebrows are still the house specialty. Styling ranges in price from $80 for a first-time consultation with Soare to $45 with an associate. Brow tinting or bleaching is $20 and $25, respectively. The brow stations feature Venetian mirrors and patterned wallpaper.

"Eyebrow shaping is an instant face-lift -- opening up the eyes and brightening up your face," says Claudia Soare, Anastasia's daughter, who oversees the business. "In five minutes your whole face looks better."

Claudia Soare says the current eyebrow trend is a natural-looking darker and thicker brow influenced by the "Twilight"-induced vampire craze.

Anastasia Soare concurs. "Eyebrow trends are tricky -- off the runway, the vampire craze has brought on a more romantic look," she says. "Longer brow hair and thicker arches that have a less pronounced arch are very popular now."

Anastasia Beverly Hills sells a signature product line, including do-it-yourself eyebrow shaping kits with stencils ($75) and branded tweezers ($28). Soare is also introducing a signature skin care collection, including a line-erasing serum ($45).

11933 Wilshire Blvd., Los Angeles. (310) 479-8300. 9 a.m. to 6 p.m. Monday through Saturday.


Allen Edwards Ongoing through Jan. 31: Woodland Hills salon is discounting select packages, including $50 shampoo and style (regularly $60) and $47 express facial ($55).

20855 Ventura Blvd., Woodland Hills. (818) 887-7330. 10 a.m. to 5 p.m. Monday; 8 a.m. to 5:30 p.m. Tuesday and Wednesday; 8 a.m. to 7 p.m. Thursday; 8 a.m. to 6 p.m. Friday and Saturday; 10 a.m. to 4 p.m. Sunday.


Equinox Ongoing through Jan. 31: Receive 25% off any spa service (massage, facial, waxing, body treatment) by appointment. Service includes full access to club fitness classes, outdoor swimming pool, Turkish bath and sauna.

10220 Constellation Blvd., Los Angeles. (310) 552-0420. 8 a.m. to 9 p.m. Monday through Saturday; 8 a.m. to 8 p.m. Sunday.

8590 Sunset Blvd., West Hollywood. (310) 289-1900. 9 a.m. to 9 p.m. Monday through Friday; 9 a.m. to 7 p.m. Saturday and Sunday.

Recess Ongoing through Jan. 31: Nail spa featuring nontoxic treatments adds organic waxing services, with introductory prices of $20 for eyebrow maintenance and $35 for a Brazilian wax. Take an additional $5 off other waxing treatments when you mention discount code "wax." Valet parking is free Fridays through Sundays with validation.

8408-B Beverly Blvd., Los Angeles. (323) 782-9919. 10 a.m. to 7 p.m. Tuesday through Saturday; 11 a.m. to 6 p.m. Sunday.


Katy Rodriguez Ongoing though Jan. 31: The L.A.-based designer is discounting her current season collection by 50%. The sale is at the Resurrection boutique and online, where an additional 10% will be taken off.

8006 Melrose Ave., Los Angeles. (323) 651-5516. 11 a.m. to 7 p.m. Monday through Saturday.


Tavin's Little Birds Thursday: Echo Park boutique launches a reading series featuring "Gypset Style" author Julia Chaplin and Los Angeles writer Sarah Tomlinson. "Gypset Style" follows latter-day bohemians in their habitats. Champagne and chocolates will be offered.

1543 Echo Park Ave., Los Angeles. (213) 482-5832. 7 to 9 p.m.

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