The Origin.
Rooted in Ethiopia. Embracing the limitless richness of the African continent.
Yemarnat T. Belachew, Founder & Makeup Artist
"Asali Glam Club is about helping people feel like the best version of themselves, never a different person. It’s care, intention, and the quiet confidence of feeling seen and comfortable in your own skin."
Asali Glam Club was founded by Yemarnat T. Belachew, a makeup artist driven by a deep passion for beauty, creativity, and visual storytelling.
Before focusing fully on makeup artistry, Yemarnat gained experience in the fashion industry, business ownership, and skincare-related ventures. These experiences shaped her understanding of aesthetics, client needs, and the creative direction behind beauty work.
Through makeup, she discovered a stronger connection to artistry. What began as curiosity evolved into a craft she deeply fell in love with. Studying technique, enhancing natural features, and creating refined, polished looks became both a passion and a professional path.
Today, through Asali Glam Club, Yemarnat continues to develop her artistry while building a space where creativity meets discipline and beauty is approached with intention and care.
More Than A Name.
The name Asali comes from the Swahili language and means honey. It carries both personal and cultural significance for the founder. The name Yemarnat is connected to “Mar” in Amharic, which also refers to honey, creating a meaningful link between the founder’s identity and the brand.
Choosing a Swahili name was intentional. While Asali Glam Club is proudly rooted in Ethiopia, it is also inspired by a broader African identity. Through personal experiences traveling across different regions of Africa, the founder developed a deep appreciation for the continent’s beauty, creativity, diversity, and strength.
The name Asali reflects that wider connection, celebrating African beauty while honoring Ethiopian roots and embracing the creative spirit of the continent.
The ASALI Standard
A commitment to unparalleled quality, authentic sourcing, and continuous global refinement.
Curating only the most elite, professional-grade products from Paris, New York, and beyond.
A meticulous technique that enhances natural facial architecture without ever masking true identity.
Relentless dedication to mastering and advancing the latest global methods in haute couture beauty.
Precision artistry specifically designed to hold up under the most demanding professional lighting and lenses.
Prioritizing fundamental skin health and deep radiance as the ultimate foundation for breathtaking glam.
Delivering the uncompromising Asali Standard worldwide for prestigious campaigns, events, and sessions.