Amid the noise of fleeting fads, Ashri Skin rises as a sanctuary of enduring beauty and scientific innovation. Founded by pharmacist and beauty enthusiast Latifa Elnour, the brand transcends typical skincare narratives. Instead, it prides itself in being a heartfelt homage to ageless beauty, deeply anchored in cultural heritage and propelled by cutting-edge developments.
The name Ashri, which means beauty in Nobiin, is a declaration of Elnour’s profound connection to her Sudanese roots. “My heritage has always emphasised the importance of beauty rituals,” she shares. “Skincare is more than just a routine – it’s about nurturing oneself, creating space for reflection and cultivating a sense of self-care.”
With a first-class master’s in pharmacy, Elnour brings a unique perspective to the industry. “My background gave me an in-depth understanding of skin health – not just in terms of what we apply but how the skin functions, heals and thrives,” she explains. This approach, combined with cultural insights, forms the cornerstone of Ashri Skin’s philosophy. “I saw how overwhelming skincare had become,” she reflects. “People were navigating excessive routines, layering products without understanding their real needs.” Ashri Skin bridges this gap by offering a curation of products that combine a mindful approach with advanced Korean skincare science.
The brand’s three-step routines are designed to be both effective and effortless, allowing users to experience benefits without complexity. “Every product is designed to work with the skin, supporting its natural rhythm rather than disrupting it,” Elnour emphasises. This is evident in the formulations, which feature a blend of globally recognised actives and indigenous Korean botanicals such as edelweiss and snow mushroom. “Our broad-spectrum SPF is a must-try,” she enthuses. “It’s non-comedogenic, deeply hydrating and delivers an instant glow…
