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Exclusive: This New Saudi Beauty Brand Champions ‘A-Beauty’

A new beauty brand plans to lead by example when it comes to Saudi Arabian beauty. Launching online today, Asteri was inspired by strong Arab women, says founder Sara Al Rashed. The brand’s range highlights a core collection of inclusive color cosmetics, including mascara, kohl liner, eyeliner, eyeshadow palettes, brow gel, blush, highlighter, bronzer, lip oil, lipstick, and a lash extensions-friendly lash comb.

All are vegan and cruelty-free, with clean and ‘desert-proof’ formulations. Tested in environmental conditions comparable to the region’s most extreme weather, including in high humidity saunas, Asteri promises to be long-lasting, yet comfortable on the face.

Previously working as an architect, Al Rashed decided to create Asteri during Covid lock-down, after recognizing a lack of makeup options which spoke directly to Arab women. “I was researching the beauty sector and noticed there’s nothing here in the region that represents the Arab woman,” she explains. “Instead, there’s always this one stereotype of an Arab woman everywhere you go – heavy kohl eyeliner, five layers of foundation. As we know, that isn’t at all true.”

Instead, Al Rashed wants to break down these lingering stereotypes. “Asteri’s aim is to go global and show the modern Arab woman to the world,” she says. Dubbing the concept ‘A-beauty’, Al Rashed describes the brand as a more modern take on makeup. “I wanted us to be more eclectic and youthful, without losing the luxury feel,” she adds. The brand’s playful starry constellation motifs celebrate Asteri’s philosophy of “sisters under the stars”, with Al Rashed seeking to unite women through beauty.

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