From Nubia to Korea: Ashri Skin Joins H&M Beauty
Author: Eat Well · Feel Well · Live Well Editorial Team
Serums, creams, eye treatments, masks — with new ingredients and beauty trends appearing all the time, skincare can quickly become overwhelming. It is easy to find yourself wondering: what do I actually need?
Ashri Skin, a UAE-born skincare brand, was created with a simpler approach in mind.
Its founder and CEO, Latifa Elnour, holds a First Class Master’s degree in Pharmacy and has worked as a clinical pharmacist. Her interest in skincare grew from an early love of chemistry, eventually bringing together her scientific background with a strong interest in personalised care and everyday beauty.
Keeping Skincare Simple
Latifa saw a beauty market crowded with products, advice and increasingly complicated routines.
As the number of choices grew, skincare could easily become harder to navigate rather than easier. Ashri Skin was created to offer a more straightforward approach, with products designed for both men and women and developed around different skin needs without adding unnecessary confusion.
For Latifa, skincare should not feel like a demanding task filled with too many layers and decisions.
The focus is not on adding more products or more steps, but on making effective care easier to understand and easier to maintain. Just as importantly, taking care of the skin can become a small moment of personal care within the day.
Nubian Roots, Shaped by Science
The name Ashri reflects Latifa’s own heritage. “Ashri” means “beautiful” in Nobiin, a language spoken in the Nubian region.
Her aim was never to build a brand around science alone, nor to rely solely on tradition. Instead, Ashri Skin brings together cultural heritage, beauty knowledge passed down through generations, and a modern approach designed to fit naturally into everyday life.
The products are manufactured in Korea, using high-quality ingredients, including Korean-origin elements, alongside contemporary skincare technology. At the same time, the brand remains grounded in Latifa’s Nubian roots and the scientific perspective she developed through her background in pharmacy.
Nubia, Korea and the UAE.
It is this meeting of different cultures, ideas and technologies that gives Ashri Skin its distinctive character.
A New Eye Patch for Tired-Looking Eyes
In June 2026, Ashri Skin introduced its new Plump & Revive Hydrogel Eye Patches, created with tired-looking under-eyes in mind.
The eye area can quickly reflect long days, late nights and extended screen time. These hydrogel patches are formulated with a blend of Hyaluronic Acid Complex 7 and Hydrolyzed Collagen, alongside Glutathione, Arbutin, Vitamin E, Caffeine, Peptides and Ceramides.
According to the brand, the formula is designed to hydrate and smooth the under-eye area while helping to reduce the appearance of puffiness and fatigue.
Used at the end of the day, the patches offer a simple way to make a little more space for personal care — an idea that closely reflects Ashri Skin’s broader approach to skincare and wellbeing.
Ashri Skin’s Next Chapter at H&M Beauty
Alongside the launch of its latest product, Ashri Skin has also begun its next chapter at H&M Beauty.
From the beginning, Latifa’s goal has been to make skincare more approachable, easier to understand and effective without unnecessary complexity.
Her background in science and clinical pharmacy, her cultural heritage, and Korea’s advanced skincare expertise may seem like very different influences. Yet together, they shape a brand with a remarkably clear point of view.
Skincare should not leave people feeling overwhelmed. It should help them understand what they need, choose with confidence and care for their skin in a way that feels personal.
At a time when beauty choices continue to multiply, that simplicity may be exactly what makes Ashri Skin feel relevant.
Images courtesy of Ashri Skin
Editor’s Note
As beauty choices continue to grow, it can become harder to understand what our skin actually needs. What stood out to us about Ashri Skin is its commitment to simplicity, guided by Latifa Elnour’s scientific background as a pharmacist. Equally compelling is the way the brand brings together two distinct influences — its Nubian roots and Korean skincare expertise — within one clear, modern approach to beauty.
