This week we speak to Latifa Elnour, a pharmacist and founder of Ashri Skin merges ancient Nubian wisdom with cutting-edge Korean ingredients.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
This brand provides a simplified approach to skincare, empowering individuals to enhance their unique beauty through effective and easy-to-follow routines.
To delve into her journey further, Elnour shares how it all began.
What was your favourite subject at school?
Chemistry was always my favourite subject. I loved how it explained the science behind so many things, from everyday reactions to more complex processes. It was fascinating to see how different elements and compounds interact, which ultimately laid the foundation for my passion for skincare.
What was your first job?
My first job was as a clinical pharmacist, giving me a strong base, and shaping my approach to skincare.
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What inspired you to enter the Skincare space and launch Ashri Skin?
My passion for helping people feel their best inspired me to pursue a degree in Pharmacy, where I learned the importance of personalised care. Graduating with a Masters degree in Pharmacy, my educational background and practical experience, bring a unique perspective to skincare. Just as pharmacists guide patients to the right medications, I believe skincare should offer the same level of support, customisation and clarity. My brand is built on this foundation, making it easy for people to access tailored, science-based solutions that meet their individual needs.
Creating my own skincare line was a natural progression of my passion and expertise. My clinical knowledge of ingredients enables me to guide customers effectively, ensuring they choose the right products for their specific skin types and concerns. Ashri Skin was born from my desire to bridge my scientific knowledge with my creativity. Skincare, for me, isn’t just about the technical side—it’s a creative outlet where I can express my ideas and innovation. At Ashri Skin, I aim to create formulations that not only address skin issues but also support overall wellness.
Healthy skin boosts confidence, positively impacting mental and emotional well-being, fostering a deeper sense of balance and self-assurance. Many people face challenges when it comes to layering skincare and building a routine that truly suits their skin type and concerns. The confusion often stems from not knowing how ingredients interact or the correct order of application, leading to irritation or overuse of products. At Ashri Skin, our streamlined, easy-to-use products take the guesswork out of skincare, allowing anyone to create a balanced, effective routine. Through this venture, I’m thrilled to channel my creativity and passion into developing products that simplify skincare and reflect my own journey, while helping others achieve the same balance and confidence in their routines.
Talk us through the concept?
Ashri Skin is a love letter to the inner self. The name Ashri means “beautiful” in ⲛobin, which is a personal nod to my heritage and the idea that beauty is something we all carry within us. I wanted to create a brand that celebrates beauty in all its forms—one that blends culture, science, and soul in a way that feels authentic and accessible. I remember feeling lost in the overwhelming world of skincare, surrounded by an overcrowded shelf of products.
This feeling is all too common, leaving many unsure of where to start. That’s why I created Ashri Skin; to help people reclaim the ritualistic joy of their beauty and wellness. Stripping it back to the core of what it should be, without sacrificing results. Skincare shouldn’t feel like a tedious chore filled with layers of confusion; it should be an enhancing and enjoyable experience. 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. That’s what Ashri Skin is all about—helping people feel beautiful, not just on the outside, but within. It’s a journey we’re here to support at every step.
What are the key elements of your role?
As founder, I wear many hats and am involved in every aspect of the business. I oversee operations, ensuring that our processes run smoothly and efficiently. This includes everything from product formulation to brand design and customer engagement.
Being hands-on in all areas allows me to maintain consistency and quality across all aspects of the business, ensuring that Ashri Skin maintains a consistent vision and delivers products that genuinely enhance our customers’ skincare experiences. It’s a dynamic, fulfilling challenge that keeps me motivated, and I’m excited to continue growing the brand and helping individuals feel confident in their own skin.
What advice do you have for anyone looking to follow in the same footsteps?
Success in any field requires dedication and hard work. It’s important to embrace challenges as opportunities for growth; resilience in the face of setbacks is key. Celebrate the small wins along the way and remember that passion fuels persistence, so stay connected to your “why.” Cultivate a strong work ethic and stay disciplined. With consistent effort and a driven mindset, you can achieve your dreams. Most importantly, remember to enjoy the process! Finding joy in your work profoundly enriches your experience, turning challenges into manageable obstacles and making victories more rewarding.
Tell us more about the pieces?
Here are the skincare lines that Ashri Skin has to offer:
Soothe & Protect – This range is perfect for those looking for plumper, dewier skin. It is designed to deeply hydrate, even out dark spots, and boost skin elasticity for a more rejuvenated complexion. Formulated with healing plant extracts and vitamins, this hypoallergenic formula is suitable for all skin types, including sensitive skin.
Clarify & Renew – Ideal for refreshing and revitalising troubled skin. This set gently exfoliates, unclogs pores and reduces irritation, leading to a more smooth, clarified complexion. Formulated with healing plant extracts and vitamins. This hypoallergenic formula is suitable for all skin types, including sensitive and acne-prone skin.
Total Remedy – Perfect for visibly improving the appearance of fine lines and wrinkles. This set deeply hydrates and boosts skin elasticity, evening out dull complexions for plumper skin and a more youthful glow. Formulated with healing plant extracts and vitamins. This hypoallergenic formula is suitable for all skin types, including sensitive skin.
Fresh-Faced Duo – This essential set can be paired with any of the Ashri Skin lines. It includes a weightless sunscreen that offers broad-spectrum protection against UVA/UVB rays. Its non-comedogenic formula ensures no clogged pores, leaves no white cast, and maintains a non-greasy finish. It also includes a brightening moisturiser formulated to refresh dull and tired complexions, visibly firming, plumping and hydrating the skin for a more radiant appearance.
What is the best piece of advice you have ever received?
The best advice I received was to dive in, be brave enough to take a leap of faith and bet on myself. The first step is always the hardest because of the fear of the unknown, whether the outcome is success or failure. But trusting yourself and taking that chance is essential—without it, you’ll never know what potential you could unlock.
And what is the worst?
“Always play it safe.” Rejecting this advice has been one of the best decisions I’ve made. It has encouraged me to embrace challenges, transforming me into a more confident risk-taker. By stepping outside my comfort zone, I’ve discovered new skills, expanded my perspectives, and found opportunities I might have overlooked. This journey has taught me that true growth often lies in the unknown and that embracing uncertainty can lead to significant rewards. By challenging myself and pursuing the unfamiliar, I’ve not only enhanced my capabilities but also cultivated resilience and creativity.
I’ve learned to approach challenges with a mindset of curiosity rather than fear. Each risk taken has become a learning opportunity, allowing me to adapt quickly and respond effectively to changing circumstances. This shift in mindset has empowered me to face challenges head-on, knowing that even if I stumble, I will emerge stronger and more knowledgeable. This approach has also shaped the way I lead, enabling me to inspire others to embrace their own paths of growth and exploration. Creating an environment where innovation thrives and every team member feels empowered to push beyond their limits.
What’s the biggest challenge you have had to overcome?
The biggest challenge I’ve faced was breaking free from societal expectations about career choices as a woman. I often heard that balancing a career and motherhood wasn’t realistic, but I’ve come to realise that it’s not only possible but also incredibly rewarding. Something I’ve learned from my mother, who juggled motherhood and her career seamlessly, showing me what was possible from a young age. I’ve learned to tune out the noise and focus on pursuing my own path and creating my own expectations.
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What’s your future for the brand?
Growth, innovation, and excellence are at the heart of Ashri Skin’s future. My mission is to help people feel confident and radiant in their own skin by offering high-quality products that cater to a diverse range of skin types and concerns. A trusted source for effective, multi-functional solutions, and guidance that truly enhances people’s daily routines. I’m committed to expanding our product ranges, introducing new formulations, and addressing evolving skincare needs—all while maintaining the level of care and thoughtfulness that defines our brand. There are exciting developments on the horizon, so watch this space—there’s much more to come.
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