Ever since the Kingdom has opened itself globally, we’ve seen a thriving content creator economy that sprung up with it. And at the centre of it all is Yara Alnamlah. A modest fashion creator whom you’ve sure to have come across while swiping, Yara built her following through her style, and then went on to build multiple businesses. A matcha brand, a luxury salon, and two cosmetic brands, Yara keeps busy and definitely keeps her hands full.
But it’s also a testament to the Saudi woman, powering through with ambition, drive, and bottomless creativity.
In conversation with Soigné, Yara delves into her relationship with business and heritage, how they mix, define, and ultimately shape the woman Yara Alnamlah.
What does Saudi National Day mean to you? As a Saudi creator, how does it feel to represent your culture with your platform?
Saudi National Day is a celebration of who we are, where we come from, and everything we continue to build together. For me, it is deeply personal because I’ve had the privilege of growing alongside a country that is constantly evolving and creating new possibilities.
As a Saudi creator and entrepreneur, I feel a great sense of responsibility and pride in representing my country through my work. I hope that what I create reflects the ambition, creativity, and confidence of Saudi women today, while inspiring others to dream bigger and create from where they are.
You have been a trailblazer as a content creator and entrepreneur. Reflecting on your journey, has your cultural upbringing shaped the way you look at business and how you create content?
Absolutely. Growing up in Saudi Arabia has shaped the way I see both creativity and business. I was raised with strong values around family, ambition, and perseverance, and those values continue to influence the way I work. My journey has always been about creating something that feels authentic to me while understanding the importance of building something with purpose. I think my upbringing taught me to stay grounded, work hard, and never underestimate what is possible when you believe in an idea.
Your brand Moonglaze focuses on emphasising natural skin. Does this philosophy come from your heritage and Saudi beauty rituals?
Moonglaze was born from my personal relationship with beauty and the way I have always loved a fresh, radiant complexion. I wouldn’t necessarily describe the philosophy as coming directly from one specific Saudi beauty ritual, but being a Saudi woman has naturally influenced my understanding of beauty and what women want to feel when they wear makeup.
For me, makeup should enhance rather than hide. Moonglaze is about that effortless glow and the feeling of looking like yourself, just elevated. That idea is very personal to me and has been at the heart of the brand from the beginning.
You’re now part of the Beauty Committee of the Saudi Fashion Association. What do you hope to achieve with this new role?
I’m very grateful for the opportunity. I hope to contribute my experience from both the creative and business sides of the beauty industry and, most importantly, to help create more opportunities for Saudi talent.
There is so much creativity in Saudi Arabia right now, and I would love to see more Saudi voices, artists, creators, and entrepreneurs represented both locally and internationally. I hope this role allows me to contribute to that growth and to help create a stronger platform for the next generation.
In your opinion, what will the beauty and fashion future look like for the Saudi woman?
The Saudi woman today has more space to define beauty and fashion on her own terms, and I think we’ll continue to see that evolve.
What excites me most is that Saudi women are no longer simply participating in the global beauty and fashion conversation, they are helping shape it. We have incredible talent, creativity, and a strong point of view, and I believe we’ll continue seeing Saudi women create brands, lead businesses, and influence global culture while staying true to who they are.
On a personal note, as a Saudi woman and modest fashion creator, what does modesty mean to you?
To me, modesty is personal. It is about feeling comfortable and confident in what you choose to wear. I’ve always believed that you can express your personality, femininity, and creativity while still dressing in a way that feels true to you.
With so many businesses under your belt, how do you keep grounded and focused? And are there any more business ideas for the future?
I think staying close to the reason you started is what keeps you grounded. There are always new opportunities, but I try to focus on building things that I genuinely believe in and that I can contribute something meaningful to. I’m also very grateful to have a great team around me. Building alongside people who share the same passion and vision makes a huge difference and reminds me that none of this is built alone.
I’m naturally very curious and always thinking about what could come next, so there are definitely more ideas in my mind. But I’ve learned not to rush the process. For now, my focus is on continuing to build the businesses I have, working with my team, and seeing how far we can take them.
You and your work are being spotlighted at a time when the Kingdom is slowly opening up to the world. How does it feel to have this many eyes as you move?
It is definitely a big moment, and I see it as an opportunity. The growing attention on Saudi Arabia means that people are becoming more curious about our creativity, our talent, and the stories coming from the Kingdom.
I feel proud to be part of this moment, but I also feel a responsibility to represent Saudi Arabia authentically. There is so much happening here beyond what people may see from the outside, and I hope that through my work, people can experience a more personal side of the creativity and ambition coming from Saudi women.
I’m very optimistic about the future. We have an inspiring vision ahead of us, and I’m excited to contribute to it in my own way.
