Why Everyone’s Obsessed with This Saudi Brand

Living in the Middle East, I’ve seen how challenging it can be to find makeup that performs well in desert climates—the mix of heat, humidity, and soaring temperatures is no joke. The new Saudi Arabian beauty brand, Asteri, speaks to this reality, made by and for Saudi women who face these exact conditions daily.

Created by entrepreneur and founder Sara Al Rashed, the label is more than makeup—it’s about pushing boundaries and breaking stereotypes. It’s for the modern Arab woman who’s both inspired by her roots and ready to be seen as a strong, bold force. Asteri’s products are thoughtfully made to stay put in tough weather conditions and reflect what women in the region actually need.

The collection is fully vegan, microplastic-free, and cruelty-free—with over 80 per cent of its packaging material made from recycled sources. That’s a big win for conscious beauty lovers like me who care about what goes into (and around) our skin.

What makes Asteri stand out is its inclusive approach. The range offers colours that truly suit all skin tones and types—something often missing in the market. The designs feel high-end yet practical, made for women who want performance without compromise.

Launched just last month, Asteri is already making waves. It’s now available on its e-commerce platform, with shipping across the GCC—finally, beauty that fits our lifestyle and values.