First Look: Digitally-native Asteri Beauty dazzles in brick-and-mortar
A fast-growing, female-founded Middle Eastern luxury beauty brand is expanding in physical retail.
Founded by Saudi Arabian entrepreneur Sara Al-Rashed, Asteri Beauty is named after Asteria, the Greek goddess of falling stars. The company, launched online in spring 2023 and opened a pop-up the following September. More recently, it opened four permanent stores in Saudi Arabia. (Steered by a guiding vision of "sisters under the stars,” the stores and pop-up were created in partnership with London-based Dalziel & Pow.)
Two additional locations are set to open by the end of 2024, with plans for more going forward. The brand also ships to the wider Middle East region, the U.K. and parts of Europe. Founder Al-Rashad told arabnews.com her ultimate goal is for Asteri to be a global brand that’s available all over the world.
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Asteri Beauty's Riyadh store. (Image courtesy of Asteri) -
Asteri Beauty's Riyadh store. (Image courtesy of Asteri) -
Asteri Beauty's Jeddah store. (Image courtesy of Asteri) -
Asteri Beauty's Jeddah store. (Image courtesy of Asteri) -
Asteri Beauty's Dhahran store. (Image courtesy of Asteri) -
Asteri Beauty's Dhahran store. (Image courtesy of Asteri) -
Asteri Beauty's Abha store. (Image courtesy of Asteri) -
Asteri Beauty's Abha store. (Image courtesy of Asteri)
Asteri offers a full range of cosmetics and makeup accessories. The beauty products are vegan and and cruelty-free, without potentially harmful ingredients, including microplastics, talc, parabens and sulfates.The items are also billed as “desert-proof,” created to work in extreme weather that can range from intense dry heat to excessive humidity.
The four Asteri stores, which Dalziel & Pow refers to as “brand homes,” are located throughout Saudia Arabia. Each has a custom design that references the local culture, heritage and geography while also representing the diversity of women. In addition to the full range of Asteri products, the stores offer group and private consultations and a “stargazer’s” lounge with an iconic light installation.
“Asteri Beauty is committed to investing in brand homes designed for the sisterhood — reflecting the changing role of physical retail as a place to connect with a discerning, playful and aesthetically astute audience,” stated Dalziel & Pow. “The Asteri brand homes are a place to meet like-minded people, learn from each other, enjoy social shopping without pressure, and celebrate local heritage and stories while reflecting a new face of Saudi beauty.”
Below are some highlights of the four locations.
- Riyadh, Nakheel Mall The brand’s first permanent space is located in its home city and is designed to reflect the eclectic brand expression and product range, with a choice of mix-and-match materials, colours and textures. The open, social design is meant to inspire togetherness and conversation.
- Jeddah, The Red Sea Mall Jeddah has a smaller footprint, but a big attitude. Passers-by are drawn in by the expressive brand facade and open communal play table. Jeddah is a Saudi Arabian port city on the Red Sea and the store is reflective of the location and the vitality of the sea. D&P designed the bespoke electric blue central feature, together with a rippled metallic facia that echoes the sea’s ebb and flow.
- Dhahran, The Mall of Dhahran Suspended strands of pearlescent lights — inspired by the Gulf’s famous Arabian Pearls — draw customers in and cast a soft lustre on the undulating feature wall. This space is unapologetically feminine and bold, we well as curvaceous and strong.
- Abha, Al Rashid Mall A bespoke light installation references the city’s iconic Green Mountain and unique topography, alongside a subtle horizon line that traces the space’s perimeter, paying homage to the local tradition of women decorating their homes with a distinct colourful line. Customers can gather and explore around the lilac jesmonite tables, a vibrant colour inspired by the local Jacaranda flowers.
