This Saudi Beauty Brand Promises Heat-Proof Formulas



August 2023

The heat is all well and good until our makeup starts sliding down our face. That’s where Sara Al Rashed comes in…

Sick of your makeup sliding off at that first hit of humidity? Then this one’s for you. Founded by Saudi entrepreneur Sara Al Rashed, Asteri is a game-changing new cosmetics collection designed to celebrate the uniqueness and strength of the Arab woman with quality products, densely pigmented formulas and desert-proof makeup. What’s more, with products for skin, eyes and lips all available, all the bases are covered.

“The archetypal Saudi woman admires beauty but is always practical and on the go between home, work, or her social life,” Sara tells MOJEH. “She loves makeup and spends a lot of time both applying and reapplying due to varying weather conditions whether she is in the heart of the desert or by the coasts.” The result is a collection of breathable, buildable formulas that have been tried and tested in external labs that emulated extreme weather conditions to ensure the products can withstand extreme heat and humidity, and crafted with native Saudi ingredients and advancements in traditional formulas. Sounds like it’s exactly what our makeup bags have been missing. Shop now

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  • Words by Naomi Chadderton
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