Science-backed skincare with a cultural touch
Founded by pharmacist and beauty enthusiast Latifa Elnour, Ashri Skin is more than just a skincare brand—it’s a tribute to timeless beauty, rooted in heritage and guided by science. Ashri, meaning “beauty” in Nobiin, reflects Latifa’s deep connection to her culture, blending ancient wisdom with modern formulations.
With a philosophy that celebrates both ritual and results, Ashri Skin offers a sensory experience that honours tradition while embracing innovation. We sat down with Latifa to learn more about her journey, the inspiration behind Ashri Skin, and how she’s redefining beauty through a cultural lens.
According toElnour Ashri Skin was inspired by the shared essence of ritualistic beauty routines in both Nubian heritage and Korean skincare. “In Nubian culture, beautification is rooted in generational knowledge, where rituals are seamlessly woven into daily life as a form of self-care and connection to tradition. Similarly, Korean skincare embodies the art of ritual, combining thoughtful, layered routines with advanced scientific innovation.”
She added that Ashri Skin bridges these two worlds by honouring the richness of Nubian traditions while modernising them with cutting-edge Korean skincare science. This fusion transforms routines from a chore into a meaningful, luxurious experience, blending time-tested practices with modern efficacy to create products that are both functional and soulful.
Effortless Skincare
With the rise of minimalist beauty routines, Ashri Skin is designed to cater to consumers seeking effective yet simple skincare solutions, which came about when Elnour felt lost in the overwhelming world of skincare, surrounded by an overcrowded shelf of products.
She added, “This feeling is all too common, leaving many unsure of where to start. Our 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.”
As such, Ashri Skin products are designed to be fuss-free, making us trusted companions throughout clients’ evolving skincare experiences. Elnour commented, “We understand that skincare is cyclical and influenced by many factors, so we’ve ensured our range is adaptable, allowing clients to move seamlessly across our lines as their needs change. We offer minimal, streamlined sets that allow anyone to create a balanced, effective routine. Our approach ensures maximum efficacy with minimal effort embracing the philosophy that less is more.”
The Ashri Skin philosophy includes avoiding trends while focussing on what matters: delivering effective, results-driven skincare. The products are designed for anyone seeking solutions that work.
“While we’ve observed a growing interest in skincare routines among men and more inclusive approaches, our mission has always been to create universally effective products that prioritise skin health above all. Ashri Skin welcomes everyone, offering simple, science-backed solutions that cater to all individuals, regardless of labels,” Elnour notes.
Bridging Tradition & Innovation
Ashri Skin incorporates sustainable and nutrient-rich botanicals into its formulations, which came with challenges in sourcing these ingredients. Elnour explained that the main challenge in combining Nubian traditional practices with modern Korean innovation came in merging two distinct cultural and scientific approaches—Nubian traditions, which are rooted in natural, holistic, and ancestral practices, and Korean innovation, known for its advanced technology, clinical research, and highly specialised formulations.
She added that integrating the two required extensive research to ensure that the natural ingredients would work seamlessly with modern Korean formulations and technology without compromising the efficacy or safety standards expected in the skincare industry. Many traditional ingredients are cultivated in specific regions, making ethical and consistent sourcing a priority. Ashri Skin works closely with trusted suppliers to maintain the purity, potency, and sustainability of our plant-based extracts.
“Our products feature a carefully selected blend of medicinal plant extracts and essential vitamins that work together to enhance skin health and promote a youthful, radiant complexion. Key ingredients include liquorice root for brightening and reducing hyperpigmentation, papaya extract for exfoliation, and green tea for its antioxidant effects. Olive leaf extract also provides antioxidant protection and supports hydration. Essential vitamins like vitamin C brighten the skin and boost collagen production, vitamin E hydrates and protects, while vitamin B3 (niacinamide) strengthens and evens skin tone. These ingredients complement each other to nurture the skin’s defences, promote rejuvenation, and support overall skin health, reflecting our commitment to blending traditional wisdom with modern science for an effective skincare experience,” she said.
Holistic Beauty
As skincare becomes increasingly linked to overall well-being, Elnour shared how Ashri Skin contributes to holistic self-care. “The essence of Ashri Skin lies in the well-being and ritualistic elements that beauty routines bring to people’s lives. We believe skincare is not just about visible results—it’s about creating intentional moments of self-care and connection that nourish both the skin and the soul. When skin is healthy, it fosters confidence, positively impacting mental and emotional well-being, and contributing to a deeper sense of balance and self-assurance.”
She emphasised that by combining science-backed solutions with the timeless power of ritual, Ashri Skin seamlessly integrates into holistic self-care practices, offering an effortless yet transformative approach to well-being.
With growth, innovation, and excellence at the heart of Ashri Skin’s future, Elnour is committed to expanding the product ranges, introducing new formulations, and addressing evolving skincare needs—all while maintaining the level of care and thoughtfulness that defines our brand.
For more information, visit the Ashri Skin website.
