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 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.
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.
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.
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.”