Sara Al-Rashed: Founder of Asteri, the Gulf’s Desert-Proof Beauty Brand

A Founder Journey Like No Other

Few beauty founders can claim a background like Sara Al-Rashed’s.
Trained as an interior architect in Riyadh and London, Sara developed a deep appreciation for design thinking, structure, and user-centered experience principles that now inform every aspect of Asteri Beauty, one of the Gulf’s most innovative and fastest-growing beauty brands.

Her founder journey, however, did not begin in a boardroom or with a market analysis. It began with a personal need.

The Problem That Sparked a Brand

During the COVID-19 pandemic, Sara faced worsening skin sensitivities, aggravated by the Gulf’s extreme heat and humidity.

Frustrated by the lack of suitable options, vegan, halal-friendly, clean, and designed for the region’s climate, she saw a clear gap. From that insight, Asteri Beauty was born and with it, a fresh model for modern Middle Eastern brand building.

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.

Source: GRAZIA Middle East

Launching a “Desert-Proof” Beauty Brand

Innovation Rooted in Real Needs

Launched in May 2023, Asteri Beauty offers a unique value proposition:

• “Desert-proof” formulations designed to withstand heat and humidity
• Vegan, cruelty-free, halal-friendly without compromise
• Free from harmful ingredients
• Manufactured in Italy, Germany, and Korea but proudly Arab in its positioning

What it Took to Create Truly Desert-proof Products

Creating truly “desert-proof” products required more than just good intentions. It demanded rigorous testing and innovation. Every formula underwent laboratory simulations to ensure performance under extreme heat and humidity. Pigments were carefully reformulated to maintain color vibrancy without relying on non-vegan ingredients. And at every step, the products were designed to meet the highest ethical, performance, and cultural standards.

“We even test our products in saunas.”

— Sara Al-Rashed revealed, showing just how far Asteri goes to ensure real-world performance.

The DNA That Makes Asteri Different

Design-First Thinking

With a background in architecture, Sara Al-Rashed brings a sharp design sensibility to Asteri. From product form to brand storytelling, every detail is intentionally crafted to feel elevated, modern, and distinctly Arab.

Sisterhood as a Foundation

Asteri’s motto, “Sisters under the stars,” reflects more than a marketing line. It’s rooted in Sara’s real-life bond with her two older sisters—who inspired the spirit of shared beauty, honest feedback, and trust. This sense of connection runs through every aspect of the brand, from its tone of voice to its community-focused approach.

A Confident Arab Identity

Asteri doesn’t adapt a Western mold. It redefines beauty through a distinctly Arab lens. The brand proudly integrates:

• Arabic calligraphy in its design language
• Product names inspired by the region’s landscapes and culture
• A visual and narrative aesthetic that celebrates the modern Arab woman

This cultural clarity gives Asteri a rare voice in global beauty: rooted, confident, and unapologetically authentic.

Where Asteri Is Now

From flagship stores to luxury pop-ups, Asteri is expanding with intention, building a presence while staying rooted in its values. Current retail locations include:

• Riyadh
• Jeddah
• Abha
• Khobar
• Kuwait
• Bahrain

What’s Coming Next?

2025 marks a new chapter of bold, thoughtful growth:

• New locations in Medina and Dubai planned for late 2025/early 2026
• Introduction of Asteri’s first skincare line expected in 2026
• Strategic international expansion underway, with a focus on Europe, the UK, and Asia (particularly India)

As Asteri expands, it’s setting a new standard for Middle Eastern brands with global potential. And Sara Al-Rashed is emerging as a founder worth following.

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