Latifa Elnour, a Sudanese pharmacist and the founder of Ashri Skin, is revolutionizing the skincare industry by combining ancestral wisdom, scientific rigor, and Korean innovation. Her journey began in the UK, where she moved at 15 and later earned a Master’s in Pharmacy from the University of Manchester. With extensive experience in pharmaceutical science, Elnour’s passion for skincare led her to create a brand that simplifies self-care in an increasingly complex world. Ashri Skin, launched a year ago, offers a streamlined, three-step routine featuring toner, ampoule, and moisturizer, designed to cater to diverse skin types and needs. Manufactured in Korea, a global leader in cosmetics technology, the products incorporate scientifically proven ingredients while paying homage to Elnour’s Sudanese heritage. The brand name, ‘Ashri,’ meaning ‘beauty’ in Nubian, reflects this cultural connection. Elnour emphasizes the importance of self-care in Sudanese culture, viewing Ashri Skin as a celebration of identity and a meaningful contribution to daily life. Recently, she participated in the KT+150 networking event and is set to join the KT+150 Summit, where she will connect with mentors, investors, and fellow innovators. For Elnour, Ashri Skin is more than a beauty brand—it’s a fusion of heritage, science, and simplicity, proving that culture and care can lead the way forward.