According to her blog, Reem Asaad’s key objective is “to promote and raise financial awareness in Saudi Arabia and promote social and economic wellbeing to its people.”
Her remarkable achievements have sent her into third place in our 2012 list, and the highest new entry. Assad’s “Lingerie Campaign” gained international recognition, stirring many underlying issues about the lack of female employment in Saudi Arabia. By last July, he campaign paid off when the Labour Ministry banned men from working in lingerie shops after a directive from King Abdullah – in an instant, creating 44,000 jobs for women. The second stage of the law being implemented could see another 30,000 jobs created for Saudi women - a vital fillip for the kingdom’s economy.