In a groundbreaking move, a new beauty brand is set to lead the way in representing Saudi Arabian beauty. Asteri, founded by Sara Al Rashed, launches online with a mission to inspire and empower strong Arab women through its inclusive and modern range of color cosmetics.The core collection of Asteri features a wide array of products, including mascara, kohl liner, eyeliner, eyeshadow palettes, brow gel, blush, highlighter, bronzer, lip oil, lipstick, and a lash extensions-friendly lash comb. What sets Asteri apart is its commitment to vegan and cruelty-free formulations, making it a brand that is both ethical and compassionate. Moreover, the products are developed with clean and “desert-proof” formulas, rigorously tested in environmental conditions that mimic the region’s most extreme weather. From high humidity saunas to scorching temperatures, Asteri’s makeup promises to be long-lasting yet comfortable on the face.Sara Al Rashed, the founder of Asteri, embarked on this beauty venture after a successful career as an architect. During the Covid lockdown, she noticed a lack of makeup options that truly represented Arab women. She was determined to challenge the prevailing stereotypes that depicted Arab women with heavy kohl eyeliner and excessive layers of foundation. Al Rashed recognized that such a narrow portrayal did not reflect the diversity and beauty of Arab women.With a clear vision in mind, Al Rashed sought to create a brand that defied these lingering stereotypes. Asteri’s mission is to go beyond regional boundaries and showcase the modern Arab woman to the world. Al Rashed refers to this concept as “A-beauty,” representing a more contemporary and eclectic approach to makeup. Asteri’s offerings are a reflection of this vision, blending inclusivity and youthfulness with a touch of luxury.One of the key elements that embodies the brand’s philosophy is the playful starry constellation motifs that adorn Asteri’s packaging. These motifs celebrate the notion of “sisters under the stars,” emphasizing the importance of unity among women through the realm of beauty. Al Rashed’s intention is to create a sense of sisterhood and empowerment that transcends cultural boundaries.Asteri’s product range is carefully curated to cater to a diverse audience, embracing a wide range of skin tones and makeup preferences. The brand seeks to redefine beauty norms and foster an environment where every woman feels seen, represented, and celebrated. With Asteri, Sara Al Rashed aims to revolutionize the beauty industry by showcasing the true essence of Arab women and promoting self-expression and individuality.As Asteri launches online, it sets forth on an exciting journey to make a global impact. The brand’s commitment to inclusivity, modernity, and ethical practices sets a new standard for the beauty industry. By breaking down stereotypes and embracing the uniqueness of every woman, Asteri aspires to inspire a new generation of beauty enthusiasts who believe in the power of makeup as a means of self-expression and empowerment.With its innovative and compassionate approach, Asteri is more than just a beauty brand; it is a movement that encourages women to reach for the stars and embrace their individuality with pride. As the world embraces A-beauty and the beauty community rallies around this empowering message, Asteri stands ready to revolutionize the industry and redefine beauty for women worldwide.
This New Saudi Beauty Brand Champions ‘A-Beauty’
