A star is born - Asteri Beauty

Exciting to share more about our partnership to define, create and launch a new Saudi female-founded brand and movement - Asteri and A-Beauty

Dalziel & Pow
By Dalziel & Pow
Posted 14. 06. 2023
DP Website Desktop Template 19

This was a dream challenge for us at D&P… to create a brand that is deeply rooted in a sense of place, born in Saudi Arabia, proud to shine on the global beauty stage. Created by, and for, the modern Arab woman. Respectful and inspired by where we’ve come from, excited for where we’ll go together.

Asteri Press Image 11
“Asteri is breaking stereotypes of what it means to be Saudi Arabian, and is paving the way for A-Beauty.” Sara, Founder

Inspired by the founder Sara Al Rashed, we defined and created the brand that reflected her eclectic, creative personality, celebrating uniqueness and capturing her trailblazing spirit, but also the importance of sisterhood. When you look up at night, you don’t see the differences between each star, you see a beautiful night sky. And that’s how we view our sisterhood. No matter who you are, when our community stands together, we are stronger and shine brighter. We have conversations, we amplify voices, and we ask ‘why not’? We want to inspire people to be their most authentic selves.

Asteri Press Image 8

Beauty and makeup rituals and expertise have deep roots in the Middle East, and we are proud that our strategy inspired the brand to lead a new makeup movement with the creation of ‘A-Beauty’. Asteri is proud to present Arab Beauty on the global stage and to help pave the way for future A-Beauty players.

Asteri Press Image 9

D&P’s vision of ‘Sisters Under The Stars’ has been the north star, to define and create the brand identity, narrative, assets, website, and pop-up shop. This vision has inspired, unified and informed every stakeholder and brand touchpoint along the journey.

Asteri Press Image 10

Founder Sara Al Rashed also explains the importance of encouraging women to support each other through sisterhood, “I realised that there wasn’t a brand that represented the modern Arab woman who doesn’t fit the traditional stereotypes. Asteri is inspired by strong Arab women, who are always pushing boundaries and reaching for the stars.”

Asteri Press Image 6

Congratulations to our partners at Asteri Beauty, the star has landed, and the A-Beauty movement for all our sisters under the stars.

Asteri Press Image 12
arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon