As the visionary behind Asteri Beauty, a Saudi-born brand that merges innovation, sustainability, and heritage, Sara AlRashed is redefining what modern Arab beauty means. Guided by her belief that makeup should be both high-performing and skin-friendly, she created Asteri to empower women to embrace their individuality with confidence and authenticity.

Inspired by her Saudi roots, Sara developed the brand’s signature “Desert-Proof” vegan and cruelty-free formulas — designed to thrive in the region’s heat and humidity. Beyond building one of the fastest-growing clean beauty brands in the GCC, she champions female entrepreneurship and community, embodying Asteri’s ethos of “Sisters Under the Stars.”