Yusur Al-Khalidi, also known online as Asoo, is an Iraqi-Finnish digital creator whose career has developed at the intersection of beauty, fashion, anime and cosplay.

After building an Arabic-speaking audience while living in Finland, Yusur transformed makeup tutorials, expressive styling and anime-inspired creativity into a distinctive public identity that later expanded into editorial fashion, major beauty campaigns and international industry recognition.

Profile Snapshot

Name: Yusur Al-Khalidi

Also Known As: Asoo / @asoothesizzler

Nationality: Iraqi-Finnish

Profession: Digital Creator / Beauty & Fashion Influencer

Known For: Beauty, makeup, anime, cosplay, fashion and international beauty campaigns

Early Digital Growth: Instagram and YouTube

Major Recognition: Forbes Middle East Digital Stars Under 30 / EMIGALA Star of the Night

From Iraq to Finland

Yusur's creator story developed alongside a major change in her personal life.

Her family left Iraq in 2016, spent around a year in Turkey and moved to Finland in late 2017. By 2019, Yusur was living in Lahti and creating Arabic-language videos around beauty, makeup and everyday life in Finland.

That period gave her content an unusual cross-cultural perspective. She was documenting life in Northern Europe while speaking directly to an Arabic-speaking audience across the Middle East and beyond.

By May 2019, Yusur had already built more than 400,000 followers on Instagram and over 200,000 subscribers on YouTube, establishing a substantial audience before many of the international beauty campaigns that would later define the next stage of her career.

Beauty, Anime & Cosplay

Beauty has remained central to Yusur's work, but anime and cosplay became key elements of what distinguished her from more conventional beauty creators.

Yusur has spoken openly about the influence anime has had on her fashion, hair and makeup choices. Her approach to cosplay goes beyond wearing costumes: makeup, wigs, character styling and visual transformation are integrated into the same creative language as her beauty content.

Her character interpretations have included figures such as Maki Zenin from Jujutsu Kaisen and Mikaela Hyakuya from Seraph of the End.

This combination gave Yusur a recognizable position at the meeting point of mainstream beauty and anime culture rather than limiting her identity to traditional makeup tutorials.

Representing Anime Culture in the Middle East

Yusur has also discussed the importance of representing anime fans from the Middle East within mainstream fashion and beauty spaces.

As her profile grew, followers who shared her interest in anime saw someone bringing that culture into an industry where it was not always strongly represented.

That connection became one of the most distinctive parts of her public identity: luxury beauty, experimental styling and character-driven creativity existing within the same creator universe.

Fashion & Editorial Recognition

Yusur's influence eventually moved beyond social platforms into editorial and fashion environments.

Cosmopolitan Middle East selected her as the cover star of its Aesthetic Issue in December 2023, placing her beauty, fashion and anime-inspired identity at the center of a major regional editorial feature.

In September 2024, she attended Paris Fashion Week for Balmain, connecting her digital presence with an international luxury fashion setting.

Forbes Middle East later included Yusur in its Digital Stars Under 30 recognition, highlighting her work across makeup, cosplay and creator campaigns.

In 2025, she received the Star of the Night award at EMIGALA in Dubai, adding another industry recognition to her growing presence across fashion, beauty and digital culture.

Rimmel London

Rimmel London became one of the significant documented beauty relationships in Yusur's career.

Yusur has explained that her interest in the brand began years before the professional relationship. Earlier in her social-media career, she tagged Rimmel while using its products and recalled being excited simply to receive a response from the company.

That connection later developed into a formal relationship. Yusur became a Rimmel London ambassador and appeared in the brand's Thrill Seeker Mascara campaign.

The partnership represents an important progression in her career: a beauty brand she had engaged with as a developing creator eventually became part of her professional campaign portfolio.

Charlotte Tilbury: Pillow Talk in Bloom

In 2026, Yusur reached another major beauty milestone when Charlotte Tilbury selected her as the Middle Eastern face of the Pillow Talk in Bloom campaign.

The campaign placed her alongside international names including Sienna Miller, Bella Tilbury and Calum Harper.

For Yusur, the campaign represented more than another beauty partnership. It connected the Arabic-speaking audience she had built over several years with a major international luxury beauty narrative.

Her involvement also demonstrated how far her career had developed from creating makeup content while living in Finland to representing the Middle East within a global beauty campaign.

NYX Professional Makeup

Yusur's international beauty work expanded again in 2026 when NYX Professional Makeup included her in the global cast of its If You NYX, You Know Volume 2 campaign.

The campaign also featured Paris Hilton, Normani, Gabriela Moura and Toni Laites and was distributed across social, digital, retail and outdoor advertising.

Unlike a regional creator activation, the campaign placed Yusur within a global cast and international marketing rollout, marking another step in the expansion of her career beyond the Middle East.

A Distinct Identity Across Beauty, Fashion & Anime

Yusur's career brings together influences that are rarely presented as one coherent creator identity.

Her story connects Iraq and Finland, Arabic audiences and international fashion, luxury beauty and anime culture.

Beauty remains one of the foundations of her work, but cosplay, character transformation, fashion and her cross-cultural background have given her a more distinctive position within an increasingly competitive creator industry.

Rather than building recognition around one viral format, Yusur has developed an identity that can move between social content, editorial fashion, anime culture and international beauty campaigns while remaining recognizably her own.

Offers & Creator Codes

Famousi brings together current public offers, creator codes and other available opportunities connected to Yusur Al-Khalidi or her documented professional activities when they are available.

Offers, codes and terms may change over time. Readers should check the current details before using an offer.

Discover Yusur Al-Khalidi on Famousi

Discover more about Yusur Al-Khalidi through her Famousi profile.

Explore her journey from Finland to the international beauty and fashion scene, her anime and cosplay identity, documented campaigns, fashion appearances, related stories and current opportunities as new content becomes available.

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