What began as a personal search for relief from a stubborn skin condition has evolved into an Israeli skincare company with a footprint spanning more than 50 countries and a flourishing Amazon selling platform. Founded in 2006, the company first established itself in Israel before gradually expanding overseas. Today, owner and CEO Miki Titelboum says it operates in roughly 55 countries, though the scale varies. “In some countries we just sell with some small local stores, and in others we’re present in big retail chains across the country,” he says. Its reach extends across North and South America, Europe, parts of Asia, and Africa.
At the heart of the company’s story is the Dead Sea, not only as a source of raw materials, but as a brand in its own right. For decades, the Dead Sea has cultivated a global reputation for therapeutic minerals and mineral-rich mud, associated with skin health and overall wellness. In certain regions, particularly parts of Eastern Europe, Titelboum notes, products connected to the Dead Sea are “really sought after.”
The company itself was born from that reputation. Titelboum – then a co-owner – struggled with skin issues and sought relief in the mineral-rich waters and mud. “Since the Dead Sea is famous for its minerals and mud and their healing properties and all kinds of benefits for the skin and overall health, that was the solution, to create a brand that would offer those benefits at a mass scale,” he says.
The company’s commercial identity is deeply rooted in its geographic origins. “Having the Dead Sea as our main advantage really positions us prominently in marketing and branding," Titelboum notes, "regardless of the country." The name itself often holds significance, as the Dead Sea is considered "almost a cult” in some markets, an iconic natural resource that requires little explanation. All products contain Dead Sea minerals, with many also using mud directly sourced from the Dead Sea.
Unique formulations developed by leading cosmetic chemists and protected as intellectual property, vary widely; they combine minerals with plant extracts and other active ingredients customized for different skin types. Although the product range is extensive, Titelboum emphasizes that the company’s strongest department deals with face-care and focused on anti-aging products, it also offers extensive range of body care products. Its best-selling line, Multi Active, features anti-aging face care products with ingredients such as hyaluronic acid, vitamins, and mineral-based components. "Our partners consistently order large quantities of these products,” he says, highlighting that repeat purchases are often more effective than advertising. "Once customers discover it, they tend to keep buying.”
The company has also introduced the new PSO line aimed at more specific concerns, including intensive care for dry, damaged skin and conditions such as eczema and psoriasis. That range, Titelboum says, allows the company to respond to varied demands across regions; however, expansion is not simply about exporting the same products everywhere. In parts of Central and South America, Titelboum observes, hair care products are especially popular, while consumers in Asian markets seek out products that offer gentle care rather then harsh reactive solutions for skin concerns.
“We basically find our customers in every market,” he says. The company’s strategy, he suggests, lies in balancing the universal appeal of the Dead Sea, a name that functions as its own brand, with the flexibility to adapt to local needs. Almost 20 years on, the company’s trajectory still traces back to the shoreline where it began. What started as a personal attempt to solve a skin problem has grown into an international operation, carried, in no small part, by the fact that the Dead Sea itself has become a name people around the world already know and trust.
Written in collaboration with HB Dead Sea Minerals