In a region known for its rich beauty traditions and cutting-edge innovation, Sara Al-Rashed is carving a bold new path. As the founder of Asteri Beauty, the Saudi-born entrepreneur is redefining what it means to build a beauty brand from the Gulf—one that speaks to identity, empowerment, and authenticity on a global scale.
Launched with the ethos of celebrating individuality while honouring Arab heritage, Asteri has quickly become a cult favourite, thanks to its inclusive approach, high-performance formulas, and unapologetically regional narrative. For Al-Rashed, beauty is more than a product—it’s a form of cultural storytelling, one lipstick or skin tint at a time.
As Asteri Beauty continues to expand its presence across the Middle East and beyond, we sit down with Sara Al-Rashed to talk about building a brand with purpose, the rise of Arab-owned beauty, and why representation in beauty is more than skin deep.
Tell us about the universe of Asteri Beauty today and how it came about.
Asteri Beauty was born from a desire to redefine what beauty means in the region. It’s rooted in the strength, elegance, and individuality of Arab women. I wanted to create a brand that celebrates our heritage while offering high-performance products tailored to our unique climate and needs. Today, Asteri is a reflection of our story—luxurious, resilient, and proudly regional, yet globally relevant.
You have had great success with the brand in such a short time – what do you think it takes to build a successful beauty business today?
Success today goes beyond a great product. It’s about authenticity, innovation, and truly listening to your community. You need to build a brand that stands for something and connects emotionally. We focus on creating products that serve a purpose and solve real challenges—like beauty that stands up to desert heat—while staying true to clean, responsible practices.
The products in the collection are very much focused on being “desert proof” What are some of the challenges this uncovered?
Creating “desert-proof” products meant developing formulas that could withstand extreme heat, dryness, and humidity—all while remaining lightweight and breathable. One of the biggest challenges was balancing performance with comfort. We didn’t want heavy, cakey textures. It took a lot of testing and iteration to achieve that seamless, second-skin feel while maintaining longevity and pigment.
We know you are very much inspired by your home country as well as the personalities of women close to you – tell us about that.
Saudi Arabia is incredibly rich and diverse—not just geographically, but culturally. While the desert is a powerful symbol of strength and resilience, there’s also a deep vibrancy in our cities, art, traditions, and communities that continues to inspire me. It’s this fusion of the old and the new, the bold and the understated, that shapes Asteri’s aesthetic.
I’m also constantly inspired by the women around me, especially my mother and the female community I grew up with. They are strong, expressive, and unapologetically themselves. Many of them have pushed boundaries and redefined what’s possible, and that spirit is woven into every product we create. Asteri is really a love letter to their courage and individuality.
What can you share about your latest products?
We’re really excited about our most recent launches—the Committed Lip Tint, Mattitude Loose Powder, and Let It Rain Powder. Each one represents a step forward in our mission to create high-performance, desert-proof beauty.
The Committed Lip Tint is all about versatility. It delivers long-lasting colour with a weightless, buildable texture that gives you that “your lips but better” finish—perfect for everyday wear, yet striking enough for evening looks. It’s hydrating, transfer-resistant, and designed to move with you. Mattitude is our answer to controlling shine in extreme conditions. It’s a silky loose powder that sets makeup without flattening the skin—it keeps you matte but still alive and radiant. It’s become an essential for anyone dealing with heat and humidity.
And Let It Rain Powder is something truly special. It’s a refreshing, waterproof setting powder that gives a soft-blur effect while keeping your makeup locked in. Perfect in hot climates. Each product reflects our commitment to marrying innovation with what our community truly needs.
Looking ahead, what is your vision for the brand, and where would you like it to get to?
I envision Asteri as a global beauty powerhouse with deep regional roots. I want us to be known for innovation, storytelling, and for setting a new standard of beauty that’s inclusive and empowering. Expanding into new markets is definitely in the plan, but always with purpose and intention.
Tell us about what fuels your development of new products and the process from initial idea to finished beauty essentials.
It always starts with a need—something I or someone in our community is missing. From there, it becomes a creative and technical journey. We collaborate closely with labs, test extensively, and never settle. The goal is always to create something that not only looks good but performs beautifully in real life.
We have seen you working on some interesting collaborations – is this something you would like to do more of, and what do you look for in a collaborator?
Definitely, collaborations are a powerful way to merge worlds and tell new stories. I look for collaborators who share our values—creativity, quality, and authenticity. Whether it’s an artist, designer, or another brand, it has to feel organic and add value to both communities.
What does your daily beauty routine look like?
My routine is all about enhancing natural beauty while staying comfortable throughout the day. I start with a good skincare base—hydration and SPF are non-negotiable. For makeup, I keep it minimal but effective: a sweep of our Swoosh Blush Stick for that effortless flush, Committed Lip Tint for a soft pop of colour, and Maha Mascara for instant definition. I finish with a light dusting of Mattitude Loose Powder or Let It Rain Powder, depending on how my skin is feeling. It’s a quick, reliable routine that keeps me feeling fresh and polished from morning to night.
What’s the biggest challenge you face with Asteri?
Balancing creativity with the technical limitations of clean beauty, sustainability, and performance, especially in a region with extreme weather, is a constant challenge. Creating vegan, clean formulas that can withstand desert heat without compromising on texture or payoff requires a lot of innovation. On top of that, finding sustainable solutions for packaging and delivery systems that still feel luxurious is a big part of the puzzle. But it’s a challenge we fully embrace, because it’s core to who we are as a brand.
What’s something you would still like to do with the brand?
One of my biggest dreams is to create a Maison Asteri—a space where people can fully immerse themselves in the brand. Not just a store, but a destination that brings our universe to life through scent, texture, design, and storytelling. A place where beauty, culture, and community come together in an authentic, elevated way.
What advice would you give to women looking to get into the beauty industry?
Be resilient and believe in your why. The beauty industry is competitive and constantly evolving, but you’ll find your space if you’re clear about your purpose and what makes your vision unique. Trust yourself, stay curious, and don’t let setbacks shake your confidence—they’re part of the journey.
What else is in the pipeline for this year?
We’re working on a major launch after summer that I’m incredibly excited about—it’s going to be a big moment for us. We’re also focusing on expanding into new markets, introducing Asteri to a broader audience while staying true to our identity. There’s a lot in motion, and I can’t wait to share more soon.
