As we step into the new year, it’s a time not just for renewal, but also for reflection, growth, and setting intentions for lasting change. “Ashri ,” meaning “beautiful” in Nobin, is a tribute to Elnour’s heritage and reminds us that beauty is a universal journey. Ashri Skin, a luxury local skincare brand, invites you to embrace this season of transformation with its soulful and minimalist approach. Grounded in the rich traditions of Nubian wellness culture and Korea’s advanced skincare solutions, Ashri Skin provides the perfect companion for those looking to detox, simplify, and embark on a path of enduring self-care.
The modern skincare landscape often overwhelms consumers with multi-step routines and over-engineered products. Ashri Skin believes in a simpler path to glowing, healthy skin. Its ‘less is more’ philosophy emphasises effective yet minimalist solutions, encouraging users to streamline their routines without sacrificing results. The World Advertising Research Centre (WARC) found that more than 56% of men now have a skincare regime, indicating a broader interest in skincare beyond traditional gender norms. Ashri Skin is dedicated to providing simple, effective products that cater to diverse skin needs, making skincare accessible and uncomplicated for everyone.
“For me, skincare is more than just self-care. It’s an integral part of your overall well-being, a daily ritual that can help you feel connected to yourself.” – Latifa Elnour, Founder and CEO of Ashri Skin
A Skincare Detox Rooted in Nubian Heritage
Drawing inspiration from the holistic wellness practices of Nubian culture, Ashri Skin merges ancient rituals with modern innovation. Each product is carefully formulated with sustainable, nutrient-rich botanicals to cleanse, nourish, and restore balance. In Nubian culture, beauty is seen as inherent in everyone, and the tradition of skincare reflects a deep commitment to self-care. Age-old practices and rituals, emphasising natural beauty, have been passed down through generations, embracing both men and women in their pursuit.These rituals celebrate the art of looking and feeling good, not just for others, but as a powerful expression of self-love and inner harmony. The result? A collection that helps people reclaim the ritualistic joy of their beauty and wellness routines.
Gender-Neutral Beauty Rooted in Tradition
In traditional Nubian beauty rituals, skincare was inherently inclusive and shared by all, transcending gender norms. Ashri Skin’s unisex products honour this heritage by offering simplistic solutions designed for everyone. This approach also reflects a growing trend in modern skincare: unisex products are on the rise as shared in a McKinsey report indicating that nearly 40% of Gen Z consumers prefer gender-neutral beauty products, compared to about 30% of older consumers. Ashri Skin’s minimalist, gender-neutral products allow everyone to benefit from high-quality skincare without the unnecessary complexity or division.
Detoxing isn’t just about skin—it’s about creating space for calm and clarity. Ashri Skin invites you to embrace a simpler routine and reclaim those precious moments of self-care.
