Sara Al-Rashed

Founder Asteri Beauty

Sara Alrashed is the founder of Asteri Beauty, the first female-founded Saudi beauty brand built on the philosophy of high-performance, desert-proof makeup. Born in Saudi Arabia, Asteri was created to serve women living in extreme climates, combining long-lasting, heat-resilient formulas with clean, vegan, cruelty-free innovation developed in leading global laboratories.

With a background in design and architecture, Sara approaches beauty as a holistic brand-building exercise—where product performance, storytelling, and retail strategy work together to create relevance and loyalty. Under her leadership, Asteri has scaled rapidly across the GCC, opening 13 retail locations in under two years, alongside pop-ups and new formats, establishing the brand as one of the region’s fastest-growing beauty businesses.

Sara is recognized for building a purpose-led, culturally rooted beauty brand that celebrates modern Arab women while competing on a global stage. She is frequently invited to speak on entrepreneurship, retail expansion, and the future of beauty in emerging markets, and continues to lead Asteri’s growth through innovation, community, and a clear point of view on modern luxury.