Newsfeed
With makeup brands popping up all over the place, it takes a lot to stand out amongst the noise. But there’s a new Arab beauty brand in town, which – in less than a month – has already firmly secured its position on both the regional and global stage. Meet Asteri, the Saudi Arabian beauty brand that’s putting Saudi on the makeup map. It’s all about pigment-packed, high-performance products formulated without harmful or sensitising ingredients. Plus, everything is cruelty-free, vegan, micro-plastic free and housed in packaging made from 80% pre-loved plastic. If all that wasn’t enough, every lipstick, eyeshadow and blush has been vigorously tested in extreme heat and humidity to ensure it will stay put (and looking perfect) no matter how high that mercury rises.
Created by Sara Al Rashed, Asteri beauty is so much more than just another makeup brand. Born in Riyadh and raised in Saudi Arabia, Sara grew up travelling to the South of France during the Middle East’s scorching summers, and it was there that her eyes were opened to a world of fashion and design. With a lifelong struggle against skin issues, she intimately understands the transformative power of makeup, and she also developed an astute understanding of the ingredients that cater to troubled skin in extreme climates. Her vision for Asteri goes beyond mere cosmetics—it aims to magnify the very essence of the wearer while steadfastly refusing to conceal her true self. Through this, a sense of sisterhood is cultivated, fostering an environment where women uplift and champion one another’s aspirations. Through Asteri, Sara wants to send an empowering message to women, particularly those in Saudi Arabia: the realms of possibility are boundless.
Here, GRAZIA talks to Sara about her inspirations and what sets Asteri apart from other makeup brands. Listen in.
GRAZIA: What inspired you to start a beauty brand?
Sara Al Rashed: I have always been inspired by beauty in all aspects, whether it’s design, fashion, or art. I have always wanted to create something that represents Saudi women in a non-stereotypical way but never thought, in my wildest dreams, that I would create a beauty brand. It just happened.
GRAZIA: What are the biggest challenges you faced?
Sara Al Rashed: The cosmetics business is an exclusive society that was very hard to infiltrate; getting the best manufacturers, being able to communicate with them, and for them to respond were the biggest challenges.
GRAZIA: What sets Arab beauty apart from the rest of the world?
Sara Al Rashed: Arab beauty is an artful combination of balancing skincare and high-performance colour, designed to work in extreme weather, from intense dry heat to excessive humidity. At Asteri’s core is the authentic inclusion of a wide range of skin tones and types that are typical of the diverse populations of Arab regions.
GRAZIA: We love how it’s all about sisterhood. How have the women in your life shaped who you are today?`
Sara Al Rashed: Being the youngest in my family meant I was always guided by my mum or my sisters, they had a large impact on my life and on my personality, and specifically on my perception of fashion and beauty. My mum always pushed me to be bolder in my choices. Having a sisterhood means you are always being supported, be it by family, friends, or your chosen family. The Asteri sisterhood is all about supporting each other and helping each other shine.
GRAZIA: What advice would you give to other Arab women dreaming about creating their own brand?
Sara Al Rashed: Take as much time as possible to research and understand what you want to create before taking the step and build an experienced team to support you. And also, believe that you can do it!
GRAZIA: What’s your go-to hero product from the collection?
Sara Al Rashed: I make sure that I don’t launch any product that I don’t love so it’s very difficult for me to choose one. For my everyday routine, I never leave without the Maha Mascara, Legacy Lip Balm in Nora, and the Swoosh Blush Stick in Nomad.
Click here to shop Asteri’s game-changing products.
