Asteri Beauty (B-Corp), an innovative start-up in the beauty industry, is proud to announce its recognition as one of the Top 3 Winners of the Kering Generation Award 2025. The award celebrates companies that exemplify innovation and sustainability in the fashion and beauty sectors, driving positive change across global markets.

The Kering Generation Award—aligned with Kering’s sustainability signature, “Crafting Tomorrow’s Luxury”—focuses on identifying high-potential startups and new technologies that minimize environmental and social impacts. Since 2017, Kering has rolled out this program in various countries such as China and Japan, and 2025 marks the inaugural Saudi edition, undertaken in collaboration with the Saudi Fashion Commission.

Sustainability and Innovation at the Forefront

On October 29, 2024, Marie-Claire Daveu, Chief Sustainability & Institutional AXairs OXicer at Kering, and Burak Cakmak, CEO of the Fashion Commission of Saudi Arabia’s Ministry of Culture, signed an MoU to launch the Kering Generation Award in the Kingdom. By focusing on customer engagement, the circular economy, and water protection, the award underscores a deep commitment from Kering and the Saudi Fashion Commission to foster responsible business practices in the fashion and beauty industries.

Asteri Beauty’s Impact

Through a unique combination of cutting-edge formulations, eco-friendly packaging, a responsible retail store concept, and its B-Corp certification, Asteri Beauty continues to push the boundaries of what is possible in the beauty sector. This win validates Asteri Beauty’s dedication to driving a sustainable future and stands as a testament to the brand’s bold thinking.

“We are incredibly proud to be one of the winners of this competition and we look forward to the next stage of the Kering Generation Award program,”

said Sara Al Rashid, Founder of Asteri Beauty.

“This achievement is a true recognition of all initiatives and attention to detail we have taken as a brand, company, and team. From defining our formulations, packaging, retail store concept as well as our BCorp certification – the Kering Generation Award program will further elevate our positioning,”

added Björn Floot, General Manager of Asteri Beauty.

Looking Ahead

As part of the Kering Generation Award program, Asteri Beauty will gain access to resources, mentorship, and networking opportunities aimed at taking its sustainable innovations to the global stage. In doing so, Asteri Beauty hopes to inspire other local businesses and startups to adopt responsible practices and join the movement toward a cleaner, more inclusive beauty and fashion ecosystem.