Bar Refaeli has launched a new pop-up for her skincare brand, Livelle, at the James Richardson Duty-Free in Ben-Gurion Airport. The Israeli model-turned-entrepreneur unveiled the stand on Wednesday, introducing a product that will be sold exclusively at the location.
Refaeli, who in recent years has shifted her focus toward business, said the choice of location was strategic. “The duty-free is much more than a point of sale, it is an international showcase,” she said. “This is an important milestone that strengthens the brand’s international potential.”
The pop-up, which will operate through February 9, showcases a new CC cream that combines skincare and makeup.
The cream offers light coverage while evening skin tone and provides daily protection, aimed at simplifying the morning routine for users.
In addition to the CC cream, the pop-up features the full Livelle product line. Each product is numbered to indicate its step in the skincare routine, a system the brand says is designed to make the process intuitive and accessible to users without professional expertise.
James Richardson's VP of marketing calls Refaeli partnership 'natural'
Shani Inbar Kriti, vice president of marketing at James Richardson Duty Free, described the collaboration as a natural partnership. “This is a natural connection that allows us to present a strong Israeli brand to a diverse audience, both Israeli and international,” she said. “It enriches the shopping experience for travelers.”
Throughout the coming month, Livelle will be displayed alongside international luxury brands. For Refaeli, this initiative is part of a broader strategy to position Livelle as a global name.
The pop-up will be open from January 5 through February 9.