Riyadh, Saudi Arabia – June 11, 2025: Asteri, the Saudi Arabian beauty brand known for its celestial identity and celebration of Arab womanhood, has introduced two striking new concept stores, one in Doha’s Festival City Mall and another in Riyadh’s Panorama Mall, further cementing its presence across the Gulf region.

Founded by Sara Al-Rashed and named for the ancient Greek goddess Asteria, the brand has steadily carved out a space in the Middle Eastern beauty scene with a focus on identity, inclusivity, and cultural expression. These latest openings are more than just retail expansions—they are designed experiences aimed at connecting with women across the region through architecture, atmosphere, and storytelling.

The visual language of the two new stores was crafted by London-based studio Dalziel & Pow, which has been instrumental in shaping Asteri’s retail identity since its inception. Each store draws from its immediate environment, embedding elements of local heritage and aesthetic cues reflective of the surrounding culture and clientele.

In Doha, visitors step into a space inspired by the city’s luxurious architectural forms and its desert landscape. The design borrows visual motifs from Asteri’s own product line—particularly the metallic shimmer of its Desert Diamond highlighter—creating an immersive blend of product and place.

Over in Riyadh, the store carries a more personal resonance. It marks a kind of homecoming for the brand, whose debut location opened in Al Nakheel Mall in 2023. The Panorama Mall site channels the nocturnal beauty of the Saudi capital, seen from above: a radiant tapestry of streetlights and geometry that has been translated into linear lighting, reflective surfaces, and crisp spatial layouts.

“The design for this new store was inspired by the spectacular sight of Riyadh at night from the air; a bright landscape of illuminating city lights in distinct gridded patterns,” the company shared.

With these new locations, Asteri’s constellation of concept stores now stretches across key cities including Jeddah, Khobar, Abha, Madinah, Kuwait, and Bahrain. Each location remains rooted in the brand’s broader ethos: “Sisters Under the Stars,” a theme that underpins both its branding and store experience.

“Asteri is a bold, brave and ambitious; a brand to watch,” said Sarah Fairhurst, Design Director at Dalziel & Pow. “It’s exciting to see our guiding vision ‘Sisters Under the Stars’ brought to life across the ever-expanding constellation of stores, each beautifully unique but stronger together.”

For Asteri, the physical store is not merely a place to shop—it is a gathering space. The company’s approach to retail reflects a shift in how brands in the region are redefining in-person experiences, particularly for a discerning audience that values both beauty and meaning. At its core, Asteri sees its stores as communal environments where aesthetics meet identity, and where women can feel seen, celebrated, and connected.

Looking ahead, the brand plans to extend its reach further, with new store openings in the UAE and additional markets already on the horizon.