When Moonglaze became the first Saudi beauty brand to launch at Selfridges — selling out within minutes — founder Yara AlNamlah was moved to tears. “It affirmed that we don’t need to adjust our identity to be recognized globally,” she said.
Meanwhile, Sara Al Rashid has expanded her cosmetics brand Asteri to nine retail locations across the Arabian Peninsula in a little more than two years.
Together, these founders represent the vanguard of A-beauty, a movement that aims to redefine beauty standards with formulations as resilient as the culture behind them. AlNamlah describes this philosophy as “emotional, layered and bold — without ever losing authenticity. It’s not just about color or technique; it’s about intention, ritual and confidence rooted in identity.”
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This sentiment is echoed by Al Rashid, who launched Asteri to address the region’s challenging climate conditions. “Arab beauty is rooted in centuries of rich tradition — think kohl-lined eyes, radiant skin and the use of natural oils and pigments,” Al Rashid explained. “At Asteri, we draw inspiration from these timeless rituals but reimagine them for today’s woman through innovation and performance.”
The cornerstone of Asteri’s value proposition is its “desert proof” technology. This climate-specific innovation addresses a real consumer need. “More than ever, our customers are looking for products that last — and not just in terms of wear-time, but also resilience,” Al Rashid added.
“The Middle Eastern climate is no joke — extreme heat, humidity and sand are daily challenges,” she noted. “That’s why we developed a proprietary ‘Desert Proof’ testing protocol to ensure every product can perform under these harsh conditions. Our foundations won’t melt, our lipsticks won’t dry out, and everything is designed to stay comfortable on the skin, even in 45-degree [Celsius] heat.”
Beyond product formulations, A-beauty embraces an approach that values intention and wellness alongside aesthetic results. “Beauty starts from within” is a philosophy that guides AlNamlah’s portfolio as an entrepreneur. In addition to Moonglaze cosmetics, she founded Treat skin care and wellness spaces. “With Treat, it’s about creating simple, clean skin care that helps people connect to their own rhythm and feel confident in their skin. We bring back the idea that skin care is a form of self-respect and mindfulness. With Moonglaze, it’s about enhancing — not masking — your features,” she said.
The A-beauty market shows tremendous potential in Saudi Arabia, driven by strong economic fundamentals and cultural shifts. With the beauty and personal care market already valued at $6.26 billion in 2025 and projected to reach $7.41 billion by 2029, according to Statista, the sector demonstrates annual growth of 4.31 percent. This growth is fueled by increasing disposable income, a young, digitally connected population embracing self-expression, and the cultural significance of beauty in the region.
According to a Chalhoub Group report released in 2023, Saudis are the highest spenders on beauty products in the Middle East. The report, which gathered findings from 2,600 consumers, revealed changing social and cultural norms in Saudi society have placed an increasing emphasis on self-expression and individualism, driving greater acceptance and demand for beauty and cosmetics products.
From Local Heroes to Global Players
The A-beauty entrepreneurs aim to translate regional success into global recognition without compromising cultural identity. “I don’t believe you need to change who you are to be accepted globally. In fact, the more I lean into my heritage, the more people connect with the story,” AlNamlah said.
Al Rashid shares global ambitions for Asteri’s future: “We’re aiming for greater expansion beyond the Middle East — Europe, the U.K. and parts of Asia are next. But beyond geography, I want Asteri to stand as a cultural ambassador for Arab and desert proof beauty.”
While developing Asteri, Al Rashid incorporated values that resonate universally, positioning the brand at the intersection of cultural authenticity and contemporary ethical standards.. The company is B-Corp certified, utilizing sustainable packaging where 70 percent is refillable, recyclable or contains recyclate. The products are vegan, cruelty-free, and formulated without known skin irritants.
The Retail Evolution
While e-commerce provided the initial launch pad for many A-beauty brands, physical retail has proven essential for growth. “Building a digital brand is one thing — but translating that into a physical space required a new kind of thinking,” Al Rashid said. “There’s something irreplaceable about in-person interaction — being able to try, touch and feel the products. Our stores are designed to be immersive experiences where beauty meets storytelling.”
It also revives the concept of discovering beauty rituals with community. Al Rashid traces her connection to beauty back to being the youngest of three sisters. She said she was “schooled in the art of makeup from a young age, learning advanced application tricks” that she would then share with her circle of friends. This community-centered approach to beauty is a hallmark of A-beauty’s distinctive character, she contended.
Asteri’s collection includes 53 products across 157 skus in four categories: eyes, lip, face and skin care. Products within the lineup reflect both heritage and innovation: mascara and kohls designed to enhance Arab women’s naturally dramatic eyes; foundations and color cosmetics formulated for the diverse skin tones and types of the region.
Asteri defines A-beauty as “the globally pioneering Arabian beauty movement that’s the ultimate modern trendsetter. Arabia has a rich cultural history of makeup artistry that celebrates the widest doe-eyes, thick brushed brows, voluminous lips and beautifully sculpted features.”
Asteri’s buildable formulas allow for a more flexible, weightless application that Al Rashid claimed deliver impactful and highly pigmented color with protective skin care. This combination of performance and skin benefits positions Asteri in what the brand calls “affordable luxury” — competing with international players like Make Up Forever, Charlotte Tilbury and Fenty Beauty while maintaining its distinctive regional identity.
Looking Ahead
As A-beauty continues to gain global momentum, its founders see opportunity not just for their individual brands but for shifting perceptions about the region as a whole. “We’re not just building brands — we’re building a new standard for what lifestyle means in this region,” AlNamlah said.
Al Rashid believes A-beauty can serve as a cultural bridge: “We bring depth — beauty that’s intentional and culturally rich. Saudi beauty is about honoring ritual while embracing innovation. We value luxury, but not without meaning.”
As consumers worldwide increasingly seek beauty products with authentic stories and substantive values, A-beauty is positioning itself not as a passing trend but as a key voice in the future of global beauty.