From redefining beauty standards to championing sustainable fashion and launching regionally inspired lifestyle concepts, Saudi women-led brands are at the forefront of a creative and entrepreneurial movement. These visionary founders are not just building brands, they’re shaping culture, challenging norms, and putting Saudi craftsmanship and innovation on the global map. Here’s a look at some of the standout Saudi women-led brands that are making a powerful impact across industries.
Asteri Beauty
Founded in 2023 by Sara Al Rashed, Asteri Beauty is part of a new wave of Saudi women-led brands inspired by sisterhood and designed for Arab women. Known for its “desert-proof” formulas, Asteri offers vegan, cruelty-free products that withstand the region’s climate. With sustainable packaging and a commitment to inclusivity, Asteri is redefining beauty standards in the Middle East.
Charmaleena
Established in 2012 by sisters Leena and Hala M. El Khereiji, Charmaleena is one of the standout Saudi women-led brands that blends traditional Arabian artistry with modern elegance in fine jewelry. Their versatile 18K gold pieces often draw inspiration from Saudi culture and poetry. Recognized by Vogue Italia and Forbes Middle East, Charmaleena empowers women through symbolic, wearable art.
Homegrown Market
Launched in 2014 by Tamara Abukhadra, Homegrown Market has grown into a cornerstone of Saudi women-led brands. What began in Jeddah with just 12 brands now supports over 250 local and regional designers. This concept store offers fashion, beauty, homeware, and more, fostering a community-driven platform that celebrates Middle Eastern creativity and entrepreneurship. It’s also one of the most well-known concept stores in the Kingdom, with a second branch located in Hayy Jameel—Homegrown Hayy.
Lilian Ismail
At just 17, Lilian Ismail founded her eponymous jewelry brand in 2013, becoming one of Saudi Arabia’s youngest designers and a prominent figure in Saudi women-led brands. Her handcrafted pieces fuse Saudi heritage with contemporary design, often inspired by local history and architecture. Beyond her brand, Lilian mentors aspiring designers and promotes sustainability in the arts.
Moonglaze
Created by makeup artist Yara Alnamlah, Moonglaze focuses on enhancing natural beauty with products like highlighter and blush sticks. Known for lightweight, blendable formulas suitable for the Middle Eastern climate, Moonglaze became the first Saudi beauty brand to launch at Selfridges in London in 2024, marking a significant milestone for Arab beauty on the global stage.
MZN Bodycare
Founded in 2015 by Muzon Ashgar, MZN Bodycare offers natural, vegan skincare products utilizing Saudi Arabia’s native plants. Produced in women-led micro-factories in Dammam, MZN emphasizes sustainability and local empowerment. The brand has expanded across the Gulf and collaborates with luxury hotels through initiatives supported by the Public Investment Fund.
Nasiba Hafiz
Designer Nasiba Hafiz’s fashion brand, established in Jeddah, is a prime example of Saudi women-led brands, known for avant-garde womenswear featuring bold prints and vintage-inspired designs. Her collections, influenced by mid-20th-century aesthetics, prioritize comfort for the Gulf’s climate and sustainability through upcycling and local production. Nasiba’s work celebrates individuality and cultural heritage.
Pattern
Since 2017, Pattern has been a creative hub in Riyadh, showcasing over 50 Saudi and international brands. Founded by Saudi entrepreneur Hind Al Ghanim in March 2017, the concept store was launched with the goal of supporting and spotlighting local designers and artists, while also curating standout pieces from international names. Hind is deeply involved in selecting the store’s diverse collection, which spans fashion, accessories, home furnishings, and art.
SALT
Co-founded in 2014 by Saudi entrepreneur Deem Al Bassam and Emirati Amal Al Marri, SALT began as a food truck in Dubai and evolved into a lifestyle brand with locations across the Gulf. Known for high-quality burgers and community-driven experiences, SALT has redefined casual dining in the entire region. Deem’s leadership extends to multiple hospitality ventures, inspiring young Saudi innovators.
Yataghan
Established in 2008 by Sarah Abudawood, Yataghan Jewellery is a leading Saudi women-led brand that combines minimalist design with cultural heritage. Inspired by the Yataghan sword, the brand’s handcrafted pieces often feature Arabic calligraphy and personal storytelling. Sarah’s commitment to social responsibility includes collaborations with organizations like the Zahra Breast Cancer Association and mentoring young designers.
More on Saudi’s Scenes
There’s always something exciting happening in Saudi Arabia, most recently, the buzz is all about London’s SuperNova coming to Riyadh. Read more about it here.
