LATIFA ELNOUR OF ASHRI SKIN, OR HOW LUXURY CAN BE A FUSS-FREE RITUAL

Ashri Skin, founded by Latifa Elnour, a pharmacist and cosmetic enthusiast, is a love letter to beauty, both ancient and ever-new. In Nobiin, the name ‘Ashri’ means ‘beauty’ in all its forms- a tender nod to her heritage. Elnour replying to Communicate questions defines luxury as “undeniably time.” She goes on to detail her philosophy: “True luxury isn’t just about material possessions; it’s about having the freedom and means to take time for yourself, whether that’s to relax, connect with others, or engage in something meaningful.”

As someone who prioritizes values, she goes on saying, “many mistake luxury for tangible things, but it’s really the ability to carve out moments for yourself in an increasingly fast-paced world. Even something like skincare becomes a luxury when you have the time to dedicate to a multi-step routine. Ultimately, luxury is about creating space in your life for what matters most to you.”

Ever the philosopher Elnour develops her ideas with surgical – or pharmaceutical – precision. “Luxury is as much a concept as it is an experience, and its definition often depends on perspective. For some, luxury is tied to exclusivity, craftsmanship, or high price tags, while for others, it’s simply having access to what others may take for granted. In fact, some even see basic human needs—such as clean water, food, or healthcare—as luxuries. What one person considers essential, another may view as unattainable, highlighting how deeply personal and relative the idea of luxury is.”

She also bundles everything from a marketing angle when she details that “historically, luxury has been tied to materiality, but branding and marketing often shape our perceptions of it. When told a product is high-end and priced accordingly, people assume it will deliver on those promises. Unfortunately, many brands exploit this trust, using inflated markups and clever positioning to create an illusion of luxury without delivering true quality or results.”

As to what lead to Ashri Skin being born, Elnour sighs and explains – a relatable dilemma for women nowadays – “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.”

What Ashri Skin offers to their clients in terms of luxury is however very clear to Elnour, “our typical clients are individuals who are tired of the confusion that comes with mixing products, layering active ingredients incorrectly, and spending countless hours researching what works for their skin. They value simplicity, efficiency, and results. Skincare shouldn’t feel like a tedious chore filled with layers of confusion; it should be an enhancing and enjoyable experience.”

The Ahsri Skin products she goes on “are designed to be fuss-free, making us trusted companions throughout our clients’ evolving skincare experiences. We understand that skincare is cyclical and influenced by many factors, so we’ve ensured our range is adaptable, allowing clients to move seamlessly across our lines as their needs change. We offer minimal, streamlined sets that allow anyone to create a balanced, effective routine.”

Perhaps, she details: “Skincare, in this sense, transcends generations. It has always been a luxury- not just in the products, but in the time you take to nurture yourself. And we believe the future lies in making that experience both effective and accessible without the endless steps.”

She goes on further to says that “luxury with our brand isn’t just about premium ingredients- it’s about offering clients the confidence to trust what they’re using, knowing every product is backed by science and crafted to deliver visible results. Taking the guesswork out of skincare- stripping it back to the core of what it should be, without sacrificing results. Giving people back the time to focus on what matters most to them.”

When asked about “dupes” or how people are substituting luxury products by subpar versions, Elnour is very rational about the whole idea: “The rise of dupes reflects a growing awareness of the gap between the high price tags of so-called “luxury” products and the actual value they deliver. In skincare, this trend is fuelled by frustration with overpriced products that are often more about branding than efficacy—loaded with filler ingredients, minimal active ingredients, and price tags that reflect the brand name rather than real results.”

But she takes no nonsense and goes back to explain how Ashri can solve the dilemma: “That’s where we step in. We offer affordable, high-end skincare solutions that actually work. Our products are carefully crafted with meaningful concentrations of active ingredients and are full of natural extracts that have been used in skincare for centuries- proven, time-tested ingredients that nourish, protect, and rejuvenate the skin.”

And about GenZ preferring experiences to owning products? Elnour agrees wholeheartedly – “We absolutely believe experiences trump possessions. It’s not just about what you own but how it makes you feel. The ability to indulge in an experience- and the lasting memory it creates holds far more value than acquiring material things. This sentiment is reflected in luxury retail, where consumers now seek not just quality but the experience and connection that comes with it.”

But this is indeed what Ashri Skin offers – “in the world of skincare, luxury is more than just the product itself- it’s an experience. Skincare is inherently multi-sensory, from the texture that melts into your skin to the soothing scents that evoke calm and comfort. It’s about how a product makes you feel, both in the moment and over time- the balance of indulgence and efficacy. 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.”

Perhaps Elnour is the typical client for her own brand, as she goes explaining that “today, there’s an added pressure to follow exhaustive multi-step routines, driven by a culture of excess and “perfection.” This has created a cycle where skincare feels more like a chore than a ritual. That’s why I created Ashri Skin; to help people reclaim the ritualistic joy of their beauty and wellness.”

Elnour cannot but be but very specific in how she uses her words, eventually explaining that “luxury, to us, is about more than a price tag. It’s about creating meaningful experiences, earning trust, and addressing real skincare needs. While the concept of luxury evolves over time, our commitment to transparency, efficacy, and quality remains constant. True luxury in skincare lies not in flashy packaging or branding but in the results it delivers. It’s about experience, quality, and intention. It’s a deeply personal and understated experience.”