Founder of Asteri Beauty
Born out of a desire to empower individuals to shine their light, Asteri Beauty is a brand inspired by where they came from and excited about the journey ahead. In this interview, we converse with company Founder Sara Al Rashed about the newly-created beauty business that is quickly making a name for itself.
As the birthplace of makeup, the Middle East has deep-rooted traditions in beauty and Asteri Beauty aims to share this heritage with the world, offering high-performance formulas that withstand the region’s extreme weather whilst at the same time celebrating this rich culture.
Launched in spring of last year in Saudi Arabia, Asteri Beauty is a brand that is deeply rooted in a sense of place and looks to shine on the global beauty stage.
Inspired by the founder Sara Al Rashed, the brand reflects her eclectic, creative personality, celebrating uniqueness and capturing her trailblazing spirit, but also the importance of sisterhood. Asteri is proud to present Arab Beauty on the global stage and to help pave the way for future A-Beauty players with its guiding vision of “sisters under the stars” steering the brand’s development, behaviours and retail expression.
The company, which worked with Dalziel & Pow to define, create and launch the brand, has recently opened four brand spaces across Saudi Arabia. These stores, also designed by Dalziel & Pow, reflect their locations and celebrate local heritage and beauty. The flagship site is located at Al Nakheel Mall in Riyadh and there are additional locations at Red Sea Mall in Jeddah, Mall of Dhahran in Khobar and Al Rashid Mall in Abha.
Two of these spaces opened back in May, with the Mall of Dhahran store being designed with the ethereal glow of Arabian pearls in mind, a nod to the region’s history in pearl diving. The interior seamlessly merges the shimmering essence of pearls with desert-inspired tones, creating a captivating and timeless shopping experience for customers.
The other location that launched a few months ago was the Al Rashid Mall site, which captures the unique beauty of its locale, drawing inspiration from the vibrant Jacaranda blooms that contrast beautifully against Abha’s mountainous landscape. The store is home to lush emerald tones and bright amethyst hues, creating a serene, nature-inspired ambience. A lounge area has also been included to evoke the peaceful experiences of stargazing in the desert, offering guests a tranquil space to relax and connect.
Moving forward, plans are in place to continue growing their presence in Saudi Arabia and they are looking forward to opening a store in Kuwait next month. Beyond that, they have plans to enter Bahrain, Dubai and additional countries in the region. They also have their sights set on Europe, with London and Paris their initial targets.
“Our goal is to continually innovate and enrich our product line-up, making sure we provide exciting and high-quality options that align with our commitment to performance and sustainability.”
This expansion aligns with their vision of sharing Asteri’s unique blend of tradition, innovation and sustainability with a broader audience, while maintaining their commitment to high-quality, culturally resonant beauty products.
“As a relatively new company, we are constantly evolving and expanding our product range. Over the next two years we are focusing on introducing a variety of new textures and formats to our assortment,” highlights Al Rashed. “We aim to offer a diverse selection that caters to different preferences and needs, enhancing the brand experience for customers. Our goal is to continually innovate and enrich our product line-up, making sure we provide exciting and high-quality options that align with our commitment to performance and sustainability.”
Forever looking to the future, the business is already planning for as far ahead as 2026 and their approach to developing new products and initiatives is all about staying connected to current and emerging trends. Analysing societal shifts, they strive to anticipate what customers will need in the months and years ahead.
They also draw inspiration from fashion and music trends, which often influence beauty preferences, as well as trends from other markets. In addition, they actively listen to customer feedback and requests, ensuring their innovations are aligned with desires and expectations. This forward-thinking and customer-centric approach helps the brand stay at the forefront of the beauty industry.
As we move the discussion onto the topic of social media, the founder explains that these platforms are at the heart of how Asteri connects with its community. They use apps like Instagram and TikTok to showcase their products in action, share beauty tips and celebrate the stories of customers. They have also embraced the power of influencer collaborations to reach a wider audience and create authentic content that resonates with followers.
“Asteri Beautyuses social media to engage directly with customers, gathering feedback, answering questions, and building a community that shares our passion for beauty. It is not just about selling products, it is about fostering a relationship and creating a space where our customers feel seen and heard.”
Another key element at the heart of the Asteri mission is sustainability. They focus on using more than 50 per cent post-consumer recycled materials in their packaging and offer refillable options for products such as lipsticks and brow pencils.
All their carton paper is FSC certified and they are actively working towards B Corp certification. Their products are vegan, cruelty and microplastic-free, with sustainable palm oil used in their formulations. By integrating practices such as this, they aim to minimise their environmental impact and support a more sustainable beauty industry.
As a new-to-market company, they stand out by blending traditional beauty wisdom with modern, innovative formulas and what truly differentiates them is their unique A-Beauty approach, which combines protective ingredients with vibrant, high-performance colour.
“In addition, our store designs, inspired by local landscapes and cultural elements, create an immersive brand experience that resonates with our customers on a personal level. This fusion of tradition, innovation and sustainability helps us stand out in the competitive beauty sector and fosters a loyal customer base,” Al Rashed highlights.
As she looks to the future, Sara is focused on expanding the brand’s presence both regionally and globally, while continuing to innovate and enhance their product offerings. “We plan to deepen our commitment to sustainability, explore new digital strategies and introduce more immersive customer experiences that blend physical and digital elements,” she explains.
“I feel the greatest challenge we face is navigating the competitive landscape while staying true to our core values of authenticity and sustainability. Balancing growth with our commitment to ethical practices and maintaining the high performance of our products is a continual challenge. Additionally, adapting to rapidly changing beauty trends and consumer preferences requires us to be agile and forward-thinking. Despite these challenges, we remain dedicated to our mission of empowering individuals and making a positive impact on the beauty industry.”
