The “A-beauty” movement, representing Arab beauty, is stepping confidently into the global arena. Originating in the Middle East, this burgeoning industry showcases the unique and diverse beauty standards of the region. Leading figures, like Riyadh-based makeup artist Yara Alnamlah and Sara Alrashed, founder of Asteri Beauty, are at the forefront of this movement. During the 2025 WWD Global Fashion & Beauty Summit in Riyadh, they articulated their vision and the global potential of A-beauty, emphasizing its bold and expressive nature. Alnamlah, who has carved out her space in the beauty world with her brand, Moonglaze, shared that the essence of Arab beauty lies in embracing individuality. This perspective challenges conventional beauty norms, encouraging people to enhance their unique features rather than fit into a predefined mold.
At the heart of Moonglaze is a philosophy that beauty transcends mere appearances. Alnamlah described the inspiration behind the brand’s name, which means “moon” in Arabic, signifying a glow that comes from within. Her product line, featuring affordable blush and highlighter sticks, encourages users to express their identities confidently and authentically. By fostering an environment where everyone feels seen and appreciated, Alnamlah aims to reshape perceptions surrounding Arab beauty. This ethos is echoed by Sara Alrashed, who founded Asteri in 2023 with the same commitment to represent the modern Arab woman. She recognized a gap in the market for brands that catered to the diverse skin types and climate conditions specific to the region, marking a significant step toward inclusivity.
Asteri Beauty’s mission is to celebrate the rich diversity of Arab culture while delivering high-performance beauty products. Alrashed believes that beauty should be reflective of the multiplicity of Arab identities, often overlooked by the outside world. Her brand, which has quickly expanded across Gulf countries, focuses on using local ingredients and drawing from traditional beauty rituals. For instance, ingredients like moringa oil and date seed oil are incorporated into Asteri’s formulations, adding a cultural touch alongside their modern appeal. With products that boast names inspired by influential Arab women, Asteri seeks to merge storytelling with beauty, fostering a deeper connection with its customers.
As both brands look to expand internationally, Moonglaze recently made headlines by becoming the first Saudi beauty brand to be launched at Selfridges in the U.K. This achievement signaled not just a commercial success but a landmark representation of Saudi creativity on the global stage. Alnamlah noted the overwhelming response to Moonglaze, which sold out shortly after its debut, proving that there is a demand for authentic, culturally rooted beauty products. This recognition validates the hard work and innovation coming from the heart of the Middle East, showcasing that A-beauty is more than a niche; it has significant global potential.
For both Alnamlah and Alrashed, a central part of their strategy involves showcasing A-beauty’s versatility and the core principles that define it. Alnamlah pointed out the challenge of competing with established global brands, but she remains optimistic about the pride that comes with representing Saudi beauty. The emphasis on high-quality, locally crafted products is vital, as it enhances the appeal for consumers keen to support authentic brands. As educated and conscious consumers, people in the region enjoy engaging with brands that share their stories and reflect their identities, whether through e-commerce platforms or physical store experiences.
The future of A-beauty is bright, with the potential for expansion into new categories, including skincare. Alrashed has ambitious plans that not only encompass international growth but also look to diversify product offerings. With the rise of A-beauty, there’s an opportunity to redefine beauty standards globally, challenging assumptions while emphasizing individuality and cultural richness. Both Alnamlah and Alrashed are paving the way for a new narrative around Arab beauty—one that embraces diversity, creativity, and a deep-rooted connection to heritage. As they inspire a new generation of beauty enthusiasts, A-beauty stands poised to make its mark on the world.