Saudi Beauty Entrepreneur Sara Al Rashed’s Brand Aims to Challenge the Stereotypes of Arab Women

Sara Al Rashed, a prominent Saudi entrepreneur, was never content with an ordinary life. With a mix of outspokenness and poise, she exudes a vibrant personality that matches her flawlessly made-up appearance. Coming from a prominent Saudi family involved in banking and construction, Al Rashed’s passion for the artistic side led her to train and work as an architect. While she had always been interested in makeup, it was during the Covid pandemic that she decided to take her casual interest to the next level.Al Rashed noticed a gap in the beauty sector, particularly in the representation of Arab women. She was determined to challenge the stereotypical assumptions about Arab women’s appearance, often portrayed with heavy kohl eyeliner and layers of foundation. Her new beauty brand, Asteri, emerged as a counter to these look-alike perceptions. Asteri aims to showcase the modern Arab woman to the world and break free from stereotypes.With a wide collection of color cosmetics, Asteri covers all bases, offering foundation, concealer, brow and eye pencils, lipsticks, mascara, and a universal bronzer. Al Rashed describes it as a more modern and eclectic take on makeup, without compromising on luxury. The brand takes pride in being breathable, buildable, vegan, and made with low irritant ingredients. It also boasts a “desert-proof” formula, enduring the extreme Middle Eastern environments, including high temperatures and humidity.Asteri’s Saudi DNA is evident throughout its products, with pressed powders featuring custom calligraphy that reads “sisters under the stars,” symbolizing the brand’s astrological inspiration. The name “Asteri,” derived from the Greek word for star, reflects Al Rashed’s vision of a sisterhood united under the same sky. The night sky resonates with her ancestry, as stars have always served as guiding points for people. Her idea of a modern tribe or sisterhood is akin to looking at stars – each distinct when close but collectively radiant from a distance.Al Rashed’s childhood was marked by her parents’ encouragement for their daughters to forge their own paths. Growing up in Saudi Arabia, she experienced a different cultural landscape, but her parents urged her and her sisters to pursue education and careers. Her mother’s influence remains profound, and Al Rashed named one of Asteri’s signature legacy lipsticks “Johara” after her, representing power with its rich red shade.For Al Rashed, makeup is more than just aesthetics; it is a confidence booster. She believes that makeup can empower women and instill the confidence needed to take on challenges. Despite her own beauty, she prefers to focus on her customers rather than being the face of the brand. She emphasizes the importance of diversity, featuring strong women from different sectors as brand ambassadors.As a Saudi woman, Al Rashed recognizes the changing opportunities for women in her country and encourages others to embrace their aspirations. She believes that there is no better time than today to pursue dreams and show the world the strength and potential of Saudi women. With Asteri, she is redefining beauty and empowering Saudi women globally, leaving a lasting legacy for generations to come.