Editor’s Spotlight

Skin care from Israel is building momentum in the US

By Deanna Utroske contact

- Last updated on GMT

© Getty Images / (slidezero_com)
© Getty Images / (slidezero_com)
Indie beauty businesses with roots in Israel, like FRÉ Skincare, have been available on the market in the United States for a few years and are now moving to be competitive with mainstream personal care brands in the region.

Other examples of this emerging niche include the Tel Aviv –based direct-to-consumer brand Maapilim, which began selling its collection of skin care, body care, hair care, and grooming products in the US in 2017. And Kamedis, a brand founded in Israel in 2003 that makes skin care premised on Traditional Chinese Medicine to address common skin disorders, launched in the US in 2018, as Cosmetics Design reported​.

Earlier this month Cosmetics Design sat down with Michael Azoulay, co-founder of FRÉ Skincare, a brand based in Israel but retailing only in US. Having gained traction in this market with direct-to-consumer ecommerce and a network of fitness enthusiasts acting as brand ambassadors, FRÉ is now looking to build brand recognition among everyday consumers.

Reaching more consumers

FRÉ Skincare is a brand developed and formulated to work for women who sweat at least once a week; so it could very easily be a mainstream beauty brand. When the brand launched in 2016, the FRÉ Skincare portfolio of products comprised only a cleanser, serum, and moisturizer.

The brand formulated those, as well as  others it's added to the line since, using a proprietary ingredient— Argania Active Complex—made with a combination of “argan oil and water extracts of argan leaf,” ​Azoulay tells Cosmetics Design. It’s an ingredient, he explains, that addresses “sweat-induced damage” ​as well as “redness, breakouts” ​and the resulting skin “damage.”

The brand’s starting premise in that “skin pH is increased when sweat is present”​ and that this in turn “alters bacterial flora,” ​according to Azoulay. The argan oil in FRÉ Skincare’s Argania Active Complex is 40% linoleic acid, while the argan leaves contribute a high concentration of antioxidants.

Going into new markets 

FRÉ Skincare was developed in Israel and is manufactured there as well. But since the company’s retail market is in the Americas, FRÉ warehouses its products in New Jersey. And before the month is out, FRÉ Skincare will be selling in Canada too. Azoulay tells Cosmetics Design that the company is adding warehouse facilities in Canada and that the company is “working to get a warehouse in Europe in the next 3 months” ​so they can ship to consumers there as well.

There are new products in the FRÉ Skincare pipeline too. One launching this week and several others in various stages of development. Consumer feedback actually determined what the brand is working on, according to Azoulay. After asking brand fans and followers what they’d like to see next, they tallied the replies, ranked them, and are working through a list of some 10 products.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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