Creating a brand that is deeply rooted in a sense of place, born in 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.

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.

The approach to the brand palette and materiality was driven by the eclectic brand personality, a striking and unexpected contrast between smooth and textured, natural and polished, light and shadow, our star, and the desert.

Our guiding vision of “Sisters Under the Stars” has steered the brand’s development, behaviours, and retail expression, you might spot the beautiful Arabic calligraphy stamped into the Arabian Sun Bronzer and Desert Diamonds Highlighter.

Asteri - named after Asteria, the Greek goddess of falling stars - has taken a constellation approach to retail, with nine new brand homes across the region. Each store is designed for the sisterhood - reflecting the changing role of physical retail as a place to connect with a discerning, playful and aesthetically astute audience.

Each new store that lands is designed to reflect it’s locations, celebrating local heritage and beauty, while collectively shining brighter and representing the beautiful diversity of women.

From the unique topography of Abha’s iconic Green Mountain, the bright archipelago of natural islands of Bahrain, iconic desert landscapes to the bright lights of Riyadh, the Asteri story respectfully references and represents culture, landscapes and communities, presenting A-Beauty on the global stage.

Panorama Mall - the retail design was inspired by the spectacular sight of Riyadh at night, with the illuminating city lights captured in linear feature lighting and mirrors throughout the space. Asteri’s brand spirit comes to life in the space in bold pink statement tables contrasted by organic textures and earthy tones. Whilst the multifaceted starscaped mirror provides the perfect backdrop for selfies, enhancing the shared sisterhood experience. The space evokes a beautiful oasis capturing where the city meets the desert.

Keep your eyes on the evolving constellation, find your nearest brand home, and join the sisterhood on socials:
Instagram @asteribeauty