HRH Princess Basmah

HRH Princess

Basmah Bint Saud bin Abdul Aziz Al Saud

Personal Profile


Born in Riyadh to the Saudi Royal family, Her Royal Highness (HRH) Princess Basmah is the daughter of King Saud, and the granddaughter of King Abdel Aziz, the founder of the modern state of Saudi Arabia in 1932.


HRH Princess Basmah is a keen and gifted writer, columnist, and humanitarian advocate with excellent insight into the Arab world and its interaction with the international community in its social, political, and religious dimensions. She devotes a lot of her time and energies to raising awareness and creating understanding about pressing social issues in Saudi Arabia, the wider Middle East, and the world.



HRH Princess Basmah Bint Saud started her brave and often outspoken journalism from Saudi Arabia in 2006, when she started writing for newspapers across the Middle East, such as Al-Medina Weekly, Al-Hayat, Al-Ahram, and Sayidaty.

HRH, a conservative reformist, is still considered a bold and articulate writer with an insightful pen, who is not afraid to ruffle feathers with her well observed but balanced criticism in pursuit of justice, human rights, and individual freedom for people in the Arab world and beyond. These characteristics stand out all the more given her position not only as a woman from a conservative society, but also as a member of the Saudi royal family. She is an advocate for women’s rights and is sensitive to the cultural constraints in which women’s lives are limited.

During this initial period in Saudi Arabia, Princess Basmah established Inseed Holdings, the company through which she manages her various work interests, including Princess Basmah Bint Al Saud Government / Corporate political and Risk Consultancy, which supports and motivates people using a wide range of communications techniques; and a successful chain of restaurants in Saudi Arabia, showcasing her unique entrepreneurship skills that combine the creativity and distinction of top-quality restaurants.

Princess Basmah is the chairman of the board of Invireo Company for environmental solutions and international Saudi Life Echo Centre. She is the CEO and founder of Basmah Comprehensive Centre for Women’s Security Training. Her Royal Highness is also a member for WAGE Global Advisory Committee, which promotes women’s leadership in designing and advancing the green economy. The WAGE campaign was born out of out of one overarching reality: the scarcity of women players in bodies that govern and shape our economy, specifically in approaching global solutions to climate change.

HRH Princess Basmah not only established herself as a keen analyst in political and social issues and a humanitarian activist, but also a sports development enthusiast, playing a leading role in the Arab world and particularly in her own culture.  Furthermore, HRH is a patron of Saudi art and artists and has dedicated efforts to the empowerment of Islamic women’s art.

2011 – 2014

In 2011, HRH Princess Basmah moved to London and successfully established Inseed Holding Company. Inseed is an umbrella which spans her business interests, and is intended to become a leading company in Europe, if not the world.

Under the Inseed umbrella, HRH Princess Basmah Bint al-Saud established Global United Lanterns (UGL), her humanitarian organization which works to solve humanity’s gravest problems; and Global United Research Centre (GURA), a research arm of UGL.

HRH Princess Basmah Bint Saud continued to excel in her business ambitions in expanding her successful restaurant chain to London by opening a branch of Les Artistes in Notting Hill.

Her Highness established the Fourth Way Law during this period, as a global constitution created to usher the world through this period of instability. It aims at tackling the root causes of discontent with sound leadership, respect and foresight, and creates the conditions necessary to bring access to opportunity to all and a way out of the threatening turbulence of recent years.

During her time in London, HRH Princess Basmah has also focused on her humanitarian work. In May 2013, HRH Princess Basmah paid a humanitarian visit to the Middle East, during which she visited Syrian refugee camps in Jordan and Lebanon, shedding light on their needs and addressing their concerns.

HRH Princess Basmah Bint al Saud established herself in London as a base for her conference engagements. During these three years she has spoken at various conferences and events including Women Leaders Forum, Yale Club of New York, International Symposium on Human Rights in Saudi Arabia, Arab – Israeli Peace Initiative in Doha, European Policy Center, The University of Cambridge, Madeleine Korbel Albright Institute, Oxford University Union, The University of St. Andrews, Women’s National Republican Club, UCLA, Chatham House, The Middle East University, Amman, The Arab Bridge Center for Human Rights, Enriching the Middle East’s Economic Future VIII, 4th Gulf Education Conference 2014 and Urban Muslim Woman Show. HRH Princess Basmah has been a participant at conferences including Munich Security Conference, 3rd Berlin Foreign Policy Forum and Trust Women Conference as well as an honorary guest at South-South Awards, United Nations General Assembly, The Pearl Initiative, United Nations Women’s Leaders Forum, New York Fashion Week, International Media Awards, Sexual Violence Summit and The Saudi-UK Investment Forum.

During this time, Her Royal Highness also continued her career as an influential media icon, regularly featuring on channels such as the BBC, Sky News, CNN, ANB TV (Lebanon), Bloomberg, France 24, Al Hurrah TV, Focus TV, Radio Jordan, The Voice of the People, Sheffield Live as well as articles in publications such as The Independent, Perfil, Argeninian Newspaper, Yo Dona Magazine, Vanity Fair and The Huffington Post.


2014 to present

Her Royal Highness Princess Basmah Bint Saud recently moved back home to Saudi Arabia to settle with her children. HRH will be operating her businesses from the heart of the Middle East, where she feels she is needed most.

HRH Princess Basmah Bint Saud will continue to manage Inseed Holdings as a successful businesswomen from Saudi Arabia, as well as running her offices in London. HRH Princess Basmah recognises the need for objective research, so she continues to operate GURA from Saudi Arabia. HRH Princess Basmah intends to establish the G-Lounge in Saudi Arabia, to act as a leading think tank in the region.

On a lighter note, as a keen and gifted cook, HRH Princess Basmah also continues to operate her restaurant chains through Les Artistes and Dibage and intends to further expand this business throughout the Middle East.

Often complemented for her eye for fashion, HRH Princess Basmah continues to market her RB Line, which also includes her own tea and perfume brands.


Key Skills

Performance Management: Princess Basmah energises, supports and motivates people by deploying a variety of communication techniques – company-wide meetings, face to face and joint communication, training and development meetings, electronic communication and intranet. She is experienced in tactfully cascading key information encompassing policy, compliance, technical matters, changes in corporate governance and structure. She ensures clear communication and understanding of corporate objectives and alignment of function, team and individual goal setting and performance reviews. She establishes clear recognition structures to champion success including financial incentives/rewards, career development and raising the profile of those responsible.

Leadership: Princess Basmah is a situational leader with core values in active communication, integrity, collaboration, enthusiasm and driving solutions. Understands the value of earning respect and trust from others, achieving it through the continual building/fostering of collaboration and understanding. She strives to empower and remain as approachable and accessible as possible, and actively leads and promotes creative thinking within a compliance framework, particularly with the political, economic and social dimensions.


Innovation: Princess Basmah both generates and encourages innovative approaches to bring new products to the UK market from their Arabic origins, and establishes a competitive edge. She always tests the merits of others’ ideas to develop robust solutions to the organisation’s end goals. She applies a tenacious approach to getting ideas accepted, delivering plans with authority and conviction, and gaining credibility through effective implementation.


Key Achievements

Head of Inseed Holdings which specializes in restaurants, entertainment and marketing.

Head of the Board of “Invireo Company” for environmental solutions.

Head of the Board of International Saudi Life Echo Centre.

Established Basmah Comprehensive Centre for Women’s Security Training.

Her Highness intends to establish the “Basmah International School Centre for Children” which will carry out the Canadian curriculum.

Her Highness established the Fourth Way Law as a global constitution created to usher the world through this period of instability.

Furthermore, HRH Basmah is an observer of humanitarian and legal activities in Saudi Arabia and the international scene. Her Highness was recognised for her excellence by the French Parliament, when they awarded her with a medal.

Her Highness is keen to promote the Saudi Art Movement in the West, and takes extra interest in women’s sport events in Jeddah, in addition to her special interest in charities caring for special needs and the handicapped.

Her Highness seeks to build up an equal civil and social movement to support and develop levels of public awareness of the whole social infrastructure of Saudi society. She also works to encourage women to join the political, economical and social spheres and play an equal role in leadership and executive positions within Saudi society and government, whether locally or globally.

Her Highness interacts with the public through social media tools, and has over 200,000 followers through Facebook and Twitter.


Education & Qualifications

Studied the elementary stage and part of the intermediate stage at the Christian Sisters School in Beirut, Lebanon.

Graduated from Oxford College, UK where she finished her studies in both O and A levels, which are equivalent to secondary certificate and first year in the university while she was only sixteen years old.

Studied sociology for one year in Richmond College, UK and transferred to the American University in Lausanne, Switzerland.

Studied two years in psychology at the Arab Beirut University, then left for her mother’s birth place, Syria, in Allaziqiah province. She studied one year in the faculty of medicine and one additional year in English literature in Tishreen University in Syria.


Professional Memberships & Associations

Board Member of Chatham House

University of California, Los Angeles (UCLA)

The Center for Middle East Development (CMED)

The Next Century Foundation

The International Media Awards

Munich Security Conference (MSC)

Berlin Security Conference

Saudi Canadian Business Council

Saudi Philippine Business Council

Saudi Chinese Business Council

Saudi Syrian Business Council

Saudi Lebanese Business Council

Saudi Tunisian Business Council

Saudi Singaporean Business Council

Saudi British Business Council

Saudi Swiss Business Council

Saudi Japanese Business Council

Saudi Indian Business Council

Saudi Egyptian Business Council

Member of the Clinton Global Initiative

Observer at the UN Assembly

Annual Honorary Guest to the Jordan Media Institute

South South News AwardsW




In addition to her mother tongue, Arabic, Princess Basmah has mastered both the English and French languages


Websites :

Youtube Channel :

HRH Visit to Jordan and Lebanon :

HRH Fourth Way Law :

Twitter : @PrincessBasmah (Arabic)

Facebook :


"My mission is to promote peace, prosperity and dignity, not war"

quote line

HRH Princess Basmah Bint Saud

in the news, HARDtalk interview
  • 1964
    • The Princess was born in Riyadh on 01.03.1964. Around that time her father, King Saud, was overthrown by his brother Prince Faisal. That same year she and her Syrian-born mother left Saudi Arabia and settled in Beirut where the young Princess attended a Catholic nuns’ school until 8th grade.
  • 1976
    • Civil war breaks out in Lebanon. Princess Basmah and her mother leave for the UK where she passes her O' and A' Levels at the Oxford International College.
  • 1980
    • Princess Basmah studies one year of Sociology at Richmond College and two years at the American college of Leysin in Switzerland.
  • 1983
    • Princess Basmah moves to Syria with her mother Jamila Merhi. Studies medicine, Psychology and English literature at the Beirut Arab University.
  • 1988
    • Marries and has 5 children
  • 2007
    • Divorces and embarks on her business ventures and journalism career. She writes for Al-Medina Weekly Newspaper, Al-Hayat, Al-Ahram, Nisf al-Dunya and Sayidaty English magazine.
  • 2008
    • Establishes Inseed company with four brands, 3 in catering and one in media:
    • Craze Abstract Art Cafe: café and gallery
    • Kaa’kati: Authentic Lebanese sandwich bar
    • Fish Me: Fast food fish chain
    • Global Media Ecco: media
  • 2010
    • Princess Basmah moves to London, continues with her writing and media appearances.
  • 2011
    • She starts developing a project very close to her heart, The Lanterns United Global, a global network of people and organisations working towards a more egalitarian world.
  • 2012
    • Princess Basmah opens her media office Ecco in west London and is currently working on expanding her company, Inseed into the UK market. She is also working on establishing her career as a speaker and independent television producer as well as preparing to launch an online newspaper.