Founder and CEO Anastasia Soare made a $225 million equity investment in Anastasia Beverly Hills.WHO: Romanian-born beauty entrepreneur Anastasia Soare launched her namesake brand with a Beverly Hills flagship salon in 1997, with the company’s first product line following in 2000. Since launching the brand, Soare has created an entirely new category in cosmetics—eyebrows—centered around her revolutionary brow-shaping technique, the patented Golden Ratio Eyebrow Shaping Method. In addition to brows, Soare and her daughter Claudia Soare have expanded their product set into the eyes, face, and lips categories. The brand is distributed through retailers including Dillard’s, Macy’s, Nordstrom, and Sephora.WHY: Amid shifting trends and declining revenue, rumors began mounting last year that TPG Capital wanted out, kick-starting a process that would require the company to buy it out, or potentially force a sale or initial public offering. IN THEIR OWN WORDS: Anastasia Soare, founder and CEO of Anastasia Beverly Hills, said, "With this transaction, we have greater financial flexibility to support ABH both today and through our next chapters of innovation and growth. We have been encouraged by the success of our recent launches, steadfast loyalty to our core products and the inspirational customer engagement and feedback we receive, which has contributed to our resilient performance even through an uncertain market environment."Now, we are in a stronger position to invest in and capitalize on our growth strategy—developing new products, deepening our engagement with customers, investing in our talented team and enhancing our distribution and marketing strategies.