Asteri: Redefining Beauty in the Desert
As the beauty industry continues to evolve, a new player is stepping onto the scene: Asteri, a premium beauty brand launched in May 2023 in Riyadh, Saudi Arabia. Founded by Sara Alrashed, the brand aims to celebrate the diverse beauty of Arab women while addressing the unique challenges posed by the region’s climate. With a dedicated team of visionaries and a commitment to clean, vegan, and cruelty-free products, Asteri is set to make its mark.
About Asteri
Asteri’s innovative approach combines high-performance makeup and skincare, specifically designed for the extreme conditions found in the Gulf. Their products are not only pigmented and long-lasting but also offer skin benefits suited for various skin tones and types. The brand’s focus on authenticity ensures that women from the region feel represented in the beauty narrative, moving away from imported beauty standards to embrace their own identities.
Insights from the Founder
Sara Alrashed, the visionary behind Asteri, emphasizes the brand’s mission. “This is the moment when Arab women are defining their own narrative,” she explains. With a background in design and a deep cultural connection, Alrashed aims to create products that resonate with women. “I noticed a lack of representation—not only in products but also in storytelling. Asteri reflects modernity while being rooted in our culture.”
Competitive Edge
Asteri’s competitive advantage lies in its localized approach. Unlike many beauty brands that adapt products from other markets, Asteri is crafted with the specific needs and preferences of its consumers in mind. “We design beauty for our climate, our skin tones, and our cultural expression,” Alrashed says. This alignment with the local audience creates a sense of belonging and authenticity.
Community Impact
One of Asteri’s most significant achievements has been the emotional connection formed with its customers. “Seeing women wear Asteri and say, ‘This feels like me’—that is the real accomplishment,” Alrashed shares. The connection between the brand and its consumers is at the forefront of Asteri’s mission, focusing not just on growth but on creating a community.
Words of Wisdom
When reflecting on her journey, Alrashed imparts valuable advice: “You don’t need to have all the answers to begin. The essential part is to start and adapt as you learn.” This mindset is crucial for anyone looking to venture into the beauty industry or any entrepreneurial endeavor.
Conclusion
Asteri is more than just a beauty brand; it’s a powerful statement about identity, culture, and self-expression. As it continues to grow in the Gulf Cooperation Council (GCC) region and beyond, Asteri represents a new wave of beauty that honors individual experiences while challenging conventional standards. With plans for further distribution and recognition, the future looks bright for Asteri and the empowered women it serves.
