This month, Asteri marks its third anniversary celebrating a bold vision born in Saudi Arabia and built for the world. Founded with a mission to empower individuals to shine their light, Asteri has quickly grown from an online-only platform into a regional beauty leader, now with 13 retail locations across the GCC and international shipping presence.
Rooted in the heritage and beauty rituals of the Middle East, Asteri is redefining modern makeup through its pioneering “desert-proof” approach. Inspired by the region’s extreme climate, the brand’s high-performance formulas are rigorously tested in real-world conditions including intense heat, humidity, and even sauna environments to ensure long-lasting wear and resilience. Designed to meet the high expectations of women in the region, Asteri products seamlessly blend performance with skin-loving benefits.
At the heart of the brand is the emergence of A-Beauty, a new makeup movement that combines protective skincare properties with high-performance color cosmetics. Developed for diverse skin tones and the realities of extreme weather, A-Beauty reflects a new global standard in beauty innovation, led by the region.
Over the past three years, Asteri has achieved a series of major milestones that underscore its rapid growth and global ambition. The brand expanded into physical retail across the GCC and launched with Ulta Beauty in both the UAE and Kuwait, marking a significant step in its international retail journey.
Asteri also proudly became a certified B Corporation, joining a global community of companies that meet the highest standards of social and environmental performance, transparency, and accountability. This milestone reflects the brand’s commitment to building a more responsible and conscious beauty industry.
Further cementing its place on the global stage, Asteri participated in BeautyMatter’s FUTURE50 in New York highlighting its role as an emerging voice shaping the future of beauty through innovation, inclusivity, and purpose.
Founded by Sara Al Rashed, Asteri was born from a desire to merge creativity, self-expression, and sisterhood. Inspired by her upbringing in a household of three sisters, Sara envisioned a brand that celebrates individuality while fostering connection creating a global community rooted in shared experiences and empowerment.
Today, Asteri continues to champion clean, conscious beauty. Its formulas are vegan, cruelty-free, and microplastic-free, with responsibly sourced ingredients and strict standards that exclude harmful or sensitizing components. Each product is carefully developed to be skin-friendly, dermatologist-approved, and suitable for everyday wear without compromising on performance.
As Asteri celebrates this milestone, the brand looks ahead with a continued commitment to innovation, community, and expanding the reach of A-Beauty worldwide.
Shop Asteri products online on www.asteribeauty.com or in store across branches in KSA, Kuwait, Qatar, Bahrain and at Ulta Beauty in UAE & Kuwait.
