Sara Alrashed is Founder of Asteri Beauty, a disruptive beauty brand redefining the standards of Arab representation in the global cosmetics industry. Launched with a clear vision to merge cultural relevance with high-performance innovation, Asteri has quickly positioned itself as a modern authority in the regional beauty market.
 
With a bold aesthetic and a business model rooted in purpose, Asteri speaks to a new generation of consumers who value authenticity, identity, and self-expression. Under Ms. Alrashed’s leadership, the brand has carved out a distinct voice—delivering not only standout products but also a powerful narrative that challenges conventional beauty norms in the Middle East and beyond.
 
Asteri’s rapid traction reflects a sharp focus on brand-building, market differentiation, and customer connection. As Founder, Ms. Alrashed continues to drive the strategic direction of the company, ensuring Asteri scales with intention while staying true to its roots.