A Chat With Sara Al Rashid, The Visionary Behind ASTERI’s Beauty Revolution
Sara Al Rashid, the architect-turned-beauty-entrepreneur, is reshaping the beauty industry with ASTERI, her clean, vegan, and halal-friendly beauty brand.
Born during the COVID-19 pandemic, ASTERI is a testament to Sara’s commitment to creating products that cater to the Gulf region’s unique needs while staying true to ethical and sustainable principles.
A few weeks ago, ASTERI Beauty hosted its first exclusive cocktail event in Dubai to celebrate Arab beauty, showcase their innovative desert-proof collection, and connect with their UAE community. The event also marked a milestone as the brand prepares to open its first Dubai store in 2025. Following the celebration, JDEED sat down with Sara to discuss her journey, the evolution of ASTERI, and her vision for the brand’s future.
“Every day brings a new challenge, but I’ve learned to face them with resilience”
Sara Al Rashid
Born out of the COVID-19 pandemic, ASTERI is the brainchild of Sara Al Rashid, an architect who channeled her creativity and personal experiences into the world of beauty. What started as a desire to address her own skin sensitivities has blossomed into a clean beauty brand that champions vegan, halal-friendly, and sustainable formulations.
As per Sara’s journey began, it in 2020, during a time of global introspection. “I’ve always had skin issues and wanted to create something light, long-lasting, and suitable for our region,” she shares. By late 2021, ASTERI had begun its formulation process, and by May 2023, the brand launched with rapid success. Today, it boasts stores in Riyadh, Jeddah, Abha, Khobar, and Kuwait, with openings in Medina and Bahrain imminent, and a Dubai location planned by 2025.
One of ASTERI’s key pillars is its commitment to clean beauty, which Sara explains is both personal and ethical. “I don’t want animal-derived ingredients on my skin,” she emphasizes. For her, vegan products are inherently halal, aligning with her belief that beauty should be both kind and effective. However, this commitment comes with challenges, particularly in achieving vibrant shades like red and brown without carmine, a pigment derived from crushed beetles. “We’ve reformulated so many times to ensure our products meet our standards,” she says, showcasing her determination to deliver uncompromising quality.
ASTERI’s unique promise lies in its “desert-proof” makeup, designed to withstand the extreme heat and humidity of the Gulf. “We even test our products in saunas,” Sara reveals. This rigorous approach ensures that ASTERI’s offerings are reliable, durable, and suited to the region’s demanding conditions. From their glowing skin tints to smudge-free mascaras, every product undergoes extensive testing to meet these high standards.
Sara’s approach to product development is a blend of personal inspiration, market trends, and technological advancements. She highlights the influence of emerging technologies, noting how new innovations often shape the beauty landscape. “For example, jelly lip balms suddenly became a trend when the technology was introduced, and we adapted that concept to fit our clean beauty ethos,” she explains. This blend of foresight and adaptability ensures that ASTERI remains ahead of the curve while staying true to its core values.
Social media has been instrumental in ASTERI’s rapid rise. “TikTok has been a game-changer for us,” Sara says. “It’s allowed us to connect with younger audiences and build a community that resonates with our message.” With an engaged Gen Z following, ASTERI has successfully positioned itself as a brand for the modern, conscious consumer.
Looking to the future, Sara has ambitious plans for ASTERI. The brand is gearing up to launch its first skincare line next year, a natural progression that reflects its dedication to holistic beauty. Beyond skincare, global expansion is firmly on the horizon, with Europe, the UK, and Asia, particularly India, as key markets. “India fascinates me,” Sara shares. “There’s so much cultural connection, and it feels like a natural fit for ASTERI.”
Despite the challenges of entrepreneurship, Sara remains steadfast in her vision. “Every day brings a new challenge, but I’ve learned to face them with resilience,” she reflects. “Some days feel like everything is falling apart, but you wake up the next day, solve the issues, and move forward.”
As ASTERI continues to grow, it is clear that Sara Al-Rashed’s vision extends beyond creating beauty products—it’s about shaping a movement. By championing clean, ethical, and regionally relevant beauty, ASTERI is setting a new standard in the industry, proving that purpose and passion can create a lasting impact.
Discover more and shop on AsteriBeauty.com
