Behind the Brand: The Journey of Ashri Skin
Ashri Skin’s Founder, Latifa Elnour Shares Her Journey from Pharmacist to Owning a Luxury Skincare Brand
The founder of Ashri Skin, shares her exclusive insight into the inspiration and creation process behind Ashri’s unique product line. With a passion for skincare, Latifa opens up about her journey, which goes beyond conventional skincare storylines and rather, it takes pride in being an authentic tribute to her Sudanese culture of ancient and timeless beauty secrets that is fuelled by innovative Korean advancements.
Ashri Skin is a homegrown brand that leverages Dubai’s strategic position as a global hub for business with a large space for the beauty industry. Founder Latifa Elnour, a pharmacist based in the city, combines her rich cultural background with cutting-edge Korean innovation, creating a unique offering for the region. This fusion of authentic heritage and modern science is tailored to meet the sophisticated demands of the Middle Eastern market, where consumers seek both genuine, ritualistic self-care and highly effective, results-driven products.
Ashri Skin was created to simplify skincare routines, addressing the widespread confusion many people feel with complex, multi-step regimens. Latifa Elnour, a pharmacist with a Master’s degree in Pharmacy, applies her scientific expertise to create formulations that are both results-driven and gentle on the skin. She believes skincare should be an enjoyable ritual, not a chore.
She strongly believes that skincare should be unisex and not be so time consuming. The brand’s focus on unisex skincare stems from her personal experience and the belief that skincare should be universal. Elnour noted that a significant portion of consumers, particularly Gen Z and millennials, now prefer gender-neutral products.
“Just as pharmacists guide patients to the right medications, I believe skincare should offer the same level of support, customisation, and clarity.” Latifa adds, “My brand is built on this foundation, making it easy for people to access tailored, science-based solutions that meet their individual needs, removes the guesswork and extra steps to maintain a daily routine.” It is through her clinical knowledge of ingredients that enables Latifa to guide customers effectively, ensuring they choose the right products for their specific skin types and concerns.
The concept behind Ashri Skin is a love letter to the inner self. The name Ashri, meaning “beautiful” in Nobiin, which reflects Elnour’s Sudanese heritage. This cultural connection is a core part of the brand’s identity, using traditional wisdom. Ashri Skin is committed to being inclusive, with products designed for all genders, skin types, and skin tones.
“I remember feeling lost in the overwhelming world of skincare, surrounded by an overcrowded shelf of products. This feeling is all too common, leaving many unsure of where to start.” For Elnour, Ashri Skin offers a clear solution. “Our typical clients are individuals who are tired of the confusion that comes with mixing products, layering active ingredients incorrectly, and spending countless hours researching what works for their skin. They value simplicity, efficiency, and results. Skincare shouldn’t feel like a tedious chore filled with layers of confusion; it should be an enhancing and enjoyable experience.”
The brand’s philosophy is rooted in providing effective, easy-to-use products which don’t require too much thought, time and effort on a daily basis. Ashri Skin’s product lines, which include the popular Fresh-Faced Duo, with a non-greasy, non-comedogenic SPF 50+ sunscreen, are a testament to the brand’s focus on essential and multi-functional solutions. Product sets that Soothe & Protect, Clarify & Renew, and Total Remedy, are designed to be fuss-free and adaptable, catering to a diverse range of skin types and concerns. All products are cruelty-free, gluten-free, and paraben-free, also sulphate free and are formulated with healing plant extracts and vitamins. The products are formulated and manufactured in Korea and feature a blend of globally recognized active ingredients and indigenous Korean botanicals.
Key ingredients include:
- Liquorice root: Brightens and reduces hyperpigmentation.
- Papaya extract: Gently exfoliates.
- Green tea: Provides antioxidant benefits.
- Olive leaf extract: Offers antioxidant protection and hydration.
- Vitamins C, E, and B3 (niacinamide): Enhance skin health, boost collagen, and even skin tone.
As a Sudanese woman in the beauty industry, she has faced the common hurdle of ensuring diverse voices and skin tones are not just included but celebrated. “I’ve learned to tune out the noise and focus on pursuing my own path and creating my own expectations,” she says, inspired by her mother, who seamlessly juggled a successful career and motherhood.
Through Ashri Skin, Latifa Elnour isn’t just selling products; she is sharing a philosophy that skincare is a form of self-love and a deeply personal, understated experience. Her brand is an invitation to reclaim the ritualistic joy of beauty and wellness, proving that simplicity, heritage, and science can come together to create something truly beautiful.
Ashri Skin products are available for purchase online at Ashri Skin website. In addition to their own site, you can also conveniently find and purchase the full range of Ashri Skin products from other trusted online platforms such as – Faces, Namshi, and Beauty Tribe. For more information about Ashri Skin and to keep up to date with the latest news, follow @Ashriskin on Instagram.
