Anastasia Soare and Shan-Lyn Ma have three things in common: They’re both immigrants, they’ve both founded—or come close to founding—billion-dollar startups, and they both attribute their fast growth to finding a niche, untapped market.
By the early ’90s, the businesswoman had gained a loyal following that included the likes of Naomi Campbell and Cindy Crawford. This propelled Soare to launch her first line of eyebrow products in 2000. But Soare’s success didn’t truly take off until she took her brand to Instagram in 2013, receiving rave reviews and buy-in from beauty influencers and celebrity heavyweights like Kim Kardashian.
Ma’s interest in the wedding space blossomed in 2013 when a number of her friends were getting married. “I was going to weddings every weekend, and I was buying a lot of wedding presents for my friends,” she said. At the time, the wedding registry business was dominated by a few big department stores, and she found the e-commerce shopping experience to be severely lacking.
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