The Israeli Beauty Industry

In 2018, I received an invitation from the Israeli Foreign Trade Administration and the Israeli Export Institute to represent the United States beauty industry as a delegate in Israel. I hadn't visited the country since I was fifteen, and I had been eager to return. This government invitation was an opportunity I couldn't pass up, so I rearranged my entire summer schedule to join the delegation in Tel Aviv in late June.

The delegation was organized by the Foreign Trade Administration (part of the Ministry of Economy) and the Israeli Export Institute. Its goal was to introduce me to remarkable Israeli beauty brands, with the hope that I would be inspired to promote their products in the United States and facilitate their export to the U.S. market.

I was thrilled to discover new brands, especially those from Israel, known for their innovative products and technologies. The weeklong schedule was packed with meetings from morning till night, but it also included plenty of fun, sightseeing, and unforgettable nights out in the vibrant city of Tel Aviv. Below, I share a small snippet of my time spent there, including some notable brands and technologies I discovered.

DAY ONE:

The first day we stayed in Tel Aviv and visited a few different companies at their offices in and around the city.

The first meeting we had was with an aesthetic device company called Pollagen, who manufactures cutting-edge medical device technology for the beauty industry. We were introduced to their innovative devices such as the geno+, which delivers unparalleled facial treatments for skin rejuvenation and the Pollagen Legend, which uses TriLipo radio-frequency (RF) technology using non-invasive RF energy and Dynamic Muscle Activation for immediate skin tightening, long-term skin rejuvenation and body-contouring results. I had the chance to try one of their innovative facials using a new device, which I loved and saw immediate results from. We were also shown one of their newest consumer products that they will be introducing to the States soon, called the Tripollar Stop.

The second meeting was with Jojoba Desert, which is the world’s leading jojoba oil provider, based in the heart of the Israeli desert. As a cooperative settlement (Kibbuts) owned entity, they are dedicated to sustainability and social responsibility, seeking to offer a stable supply of high-quality, standard-compliant jojoba-based products. We were shown how natural cosmetics were mad from the jojoba bean, and taught how to make our own.

The third meeting was with Tulip Natural, an anti-aging line of beauty products consisting of aromatic oils and a blend of vitamin-rich HAH acids. The Tulip Natural product line is designed to boost collagen and elastin production and renew the skin cells, smooth out wrinkles and lighten blemishes, treat seborrhea and acne, dissolve cellulite, and more. Their uniqueness is that the products are formulated to suit Israel’s harsh climate.

DAY TWO:

The second day was one I was most excited about, where we traveled outside of Tel Aviv to visit the Dead Sea and Jerusalem.

When we arrived at the Dead Sea, we met with a skincare line inspired by the view and place we were, and it’s healing properties called Minus 417. Their products use the precious mud and crystal minerals from the Dead Sea, along with essential aromatic oils to create products for the hair, skin and body.

After the meeting we enjoyed swimming in the Dead Sea along with a Dead Sea mud wrap body treatment at the spa. After, we drove to Jerusalem where we had a private guided tour of old city Jerusalem, which wa s so incredible and memorable.

DAY THREE:

Our third day we drove outside of Tel Aviv to a city called Petach Tivka, to meet with one of the leading cosmetics companies in Israel called Christina. We were introduced to the brand and it’s products, took a tour of their vertically integrated facilities, and then treated to a custom facial by one of their talented estheticians. The company has been around since 1982, developing specialized skincare products for healthier and younger looking skin.

Next we drove back to Tel Aviv to meet with Kampalook, an Israeli hair tech company. Kampalook manufactures cutting edge, creative hair care products such as a patented detangling brush, a scented hairbrush for children, and a root coverage product unlike anything else on the market.

Lastly, we visited a trendy salon in the heart of Tel Aviv where we were introduced to the brand Nature Nut, which makes natural haircare and body care products using oils from argan, macadamia, coconut, and Brazil nuts. We received a hair masque treatment and blowout using their hair products, which left my hair silky and smooth (and perfectly styled for the night.)

DAY FOUR:

The fourth day was an early one, where we woke up and drove about two hours to the north of Israel to visit the headquarters of Lavido, a natural face and body care company formulated with certified organic essential oils and active natural ingredients. The Lavido headquarters were situated on a beautiful garden where we were introduced to all of the plants that they utilize in their products, and even had a class where we made our own natural body lotions.

Following our meeting with Lavido, we headed to a suburb outside of Tel Aviv called Even Yehuda, to meet with My Spring. Their showroom and office was filled with aromatic candles, diffusers, and perfumes which we were able to smell and learn thoroughly about.

Lastly, we had a beautiful lunch with Promise Cosmetics and it’s founder, Asaf Dekel. Promise was founded when Asaf saw a disconnect between what skincare devotees are promised, and what they actually receive, which inspired him to create something new: A skincare solution that would combine the highest quality ingredients with advanced formulas and the best cosmetics technology. His story was truly touching and memorable.

The overall experience of the delegation was quite remarkable, from the careful curation of brands to the precision of the meeting schedule and itinerary. It would not have been the same without the lovely members from the Israeli Foreign Trade Administration and Israeli Economic Institute. I feel thankful that I was chosen to be a part of this special diplomatic mission, and hope to help the companies I met gain more exposure and awareness in the United States.