The brand Etz Psifas, founded by Idan Eliyahu, offers modern handmade wood relief art – with a unique combination of minimalist aesthetics, precise geometry, and traditional wood craftsmanship.
Idan, formerly a graphic designer in the high-tech industry, discovered his passion for woodworking when he created a relief image for his living room – a piece that received much enthusiasm and led him on a new path.
Today, he operates from a professional studio in the Talpiot neighborhood of Jerusalem, where he produces wall art, complementary furniture, wall coverings, wall clocks, and other design accessories – all meticulously handcrafted, using advanced techniques for cutting and processing wood layers.
The brand emphasizes high-quality local production, attention to detail, and collaboration with interior designers and architects.
You can visit the studio-gallery in Jerusalem for a personal impression and to place a custom order by color, style, and size.
The French Dermocosmetic Brand URIAGE Arrives in Israel
The international dermocosmetic brand URIAGE, sold in over 70 countries and with more than 30 years of experience, is making its debut in Israel through Dr. Samuelov's company.
The launch will be accompanied by a broad marketing campaign with an investment of approximately 3 million NIS, including digital activity, social media, public relations, and strong presence at points of sale.
URIAGE is based on particularly rich thermal water from the springs of the Alps combined with active dermatological ingredients and offers a variety of facial and body skincare products – for all skin types, including sensitive, dry, oily, red, and acne-prone skin.
All products are dermatologically tested and recommended by over 45,000 professionals worldwide.
The products will be sold in Israel in pharmacy chains and drugstores, at a price range of approximately 80 to 190 NIS, depending on the type and size of the product.
According to Ran Samuelov, CEO of the company: “URIAGE is one of the leading brands in the world thanks to a combination of science, proven effectiveness, and innovation. Its entry into the local market is great news for consumers, doctors, and pharmacists in Israel.”
The Footwear Brand BLUE HEART Launches a Flip-Flop Collection for Summer 2025, combining stiletto style with everyday comfort.
The collection includes a variety of styles – from moccasin-style flip-flops with buckles, to embellished thong sandals and woven designs set with stones – in flat or heeled versions, all with comfort padding and orthopedic support.
Price range: 299–350 NIS.
Available at Blue Heart stores and online
This Summer's Hottest Scents Land in Israel: The BABE Fragrance Collection by MISSGUIDED
The British fashion brand MISSGUIDED, which has taken Europe by storm, is launching the BABE fragrance collection in Israel – a series of bold, powerful, feminine scents packaged in shiny, colorful cans inspired by cocktails.
The collection is aimed at young, opinionated, trendsetting women aged 19–25, with a spirit of self-expression, confidence, and female empowerment.
Standout fragrances in the collection:
BABE POWER – a powerful, feminine fruity-floral scent with notes of cherry, vanilla, and cotton candy.
BABE HEAT – a tropical, sensual perfume with scents of Tequila Sunrise, coconut, and patchouli.
REAL BABE – a fresh, clean unisex scent with notes of frozen pineapple, pink pepper, and cashmere.
BABE NIGHT – a mysterious perfume with notes of green apple, coffee shot, and cedarwood.
Price: 224 NIS for 80 ml
Available at pharmacy chains and Mashbir LaTzarchan nationwide.
L’Oréal Paris Launches a New Makeup Innovation: SKIN INK – Foundation and Concealer in One
The international makeup brand L’Oréal Paris presents SKIN INK 2-in-1 – a liquid foundation and concealer in one product, offering full coverage, a natural finish, and exceptional durability for up to 48 hours.
The new product, part of the iconic Infaillible family, offers a lightweight formula that blends with the skin, blurs imperfections, and doesn’t clog pores – ideal even for sensitive skin. It is water, sweat, and rub resistant while maintaining a fresh feeling all day long.
The packaging includes a dual-use applicator: a wide side for base application and a pointed tip for precise concealer use.
SKIN INK is available in 7 natural shades for perfect personalized matching.
Price: 80 NIS
Available in pharmacy chains, Mashbir LeTzarchan, and online
PUPA MILANO Launches: SHOCK PLUMP – Lip Gloss for Instant Volume
The Italian makeup brand PUPA MILANO introduces SHOCK PLUMP – a new lip gloss that provides instant plumping effect, hydration, and shine – with no injections needed.
The formula combines menthol and chili to stimulate micro-circulation, and includes MAXI LIP™ peptide that helps smooth lips and boost collagen production.
The lip gloss is available in four trendy shades, including a pink that adjusts based on pH levels.
Recommended price: 89 NIS
Available at Super-Pharm stores, on the Super-Pharm website, and on Lilith Cosmetics website.
Skin Guard Introduces a Summer Innovation in Sun Protection – New SPF50 Series
Ahead of the summer, Skin Guard expands its range of protection products with an advanced SPF50 series, combining high protection, refreshing scents, innovative formulas, and suitability for especially sensitive skin.
Standout products in the series:
Family Transparent Spray SPF50 (300 ml) – Hypoallergenic spray, light, water-resistant, and leaves no marks on the skin. Price: 55 NIS.
Tropical Spray SPF50 (300 ml) – In coconut-lime and pineapple-lychee scents, with a cooling effect and Vitamin E. Price: 47 NIS.
Transparent Aloe Vera Face Stick SPF50 (18 g) – Practical, fragrance-free and alcohol-free, perfect for especially sensitive skin. Price: 43 NIS.
All products comply with the European standard for balanced UVA/UVB protection and are available in retail and pharmacy chains.
L’Oréal Paris Presents: Night Serum for Dry Hair from the Elvive Series
The Elvive care brand by L’Oréal Paris launches Midnight Serum – a new night serum for dry hair that nourishes and repairs the hair while you sleep.
The formula is based on camellia oil, is non-greasy, and provides intensive nourishment, frizz control for up to 96 hours, and a calming fragrance for up to 72 hours.
The serum complements daily hair care alongside the Extraordinary Oil daily serum.
Recommended price: 50.90 NIS
Available exclusively at Super-Pharm stores and Super-Pharm Online.
SodaStream Launches Two New Sugar-Free Flavors for Summer: Raspberry and Orange-Mango
Alongside the new flavors, the company offers a limited-edition 90s summer kit including a disposable camera, Tetris game, stylish thermal bottle, stickers, and more – priced at 179 NIS, available exclusively on the company’s website.
The new flavors join the brand’s fruit drink lineup and a variety of branded sugar-free sodas such as Pepsi Zero, 7UP Zero, and tonic water.
According to Shlomi Bachar, CEO of SodaStream Israel, the company continues to provide a convenient, affordable, and eco-friendly solution for carbonated drink consumption.
Recommended retail prices:
Nostalgia Kit – 179 NIS
Flavor Bottle (Raspberry/Orange-Mango) – 22 NIS (440 ml)
Thermal Bottle – 129 NIS
Available at SodaStream’s website and at *9880 customer service line.
Magnifiscent: A New Home Cleaning Brand with a Luxurious Scent
The new cleaning brand Magnifiscent has launched in Israel with a series of fragrant floor soaps designed for vacuum-mop devices.
The series combines deep cleaning with an elegant and long-lasting fragrance experience.
The products were developed in collaboration between DREAME, a global brand for advanced cleaning devices, and Toko Aroma, an Israeli company specializing in customized scents.
The development is based on high-quality raw materials that meet strict IFRA standards.
Series features:
Designed for use in vacuum-mop devices, concentrated liquid, non-foaming, suitable for all types of floors and surfaces.
Three scents to choose from:
Ocean – fresh and clear
Lavender – gentle and calming
Mask – luxurious and elegant
Price: 59 NIS for 1 liter
Launch promotion: 15% discount when purchased on the website
Also available on the Dreame website and in stores.
Aminach Unveils 2025/26 Bedroom Collection with an Investment of 25 Million NIS
The veteran Israeli sleep brand Aminach launches its bedroom collection for 2025–2026 with a 25 million NIS investment.
The collection includes advanced technology mattresses, designer beds, luxury guest solutions, and new pillows – all proudly made in Israel.
The new line is based on the concept: “Every night is a Getaway,” offering modern and minimalist design, combined with comfort and functionality, tailored to individual customer needs.
Collection highlights:
New mattresses: KING KOIL, SERTA, ECOFLEX, AMINACH PREMIUM – with pocket springs, visco-gel, latex, and advanced ventilation systems.
Beds in various designs: AURA, CUTE, LUMA, BELLA, and AGATA – luxurious and comfortable designs.
Smart guest sofas: Compact Danish-style models with high quality (RECAST, GHIA, KARMA, and more).
New pillows: including cooling technology and orthopedic support.
“The Spiral Path” – A Groundbreaking Look at Gender, Judaism, and Equality by Miriam Kasman, Koren-Maggid Publishing
In her new book The Spiral Path, Miriam Kasman offers an innovative approach to gender in Judaism, deeply examining the dynamics between masculinity and femininity, equality, and essential differences – through Torah, philosophical, and emotional lenses.
The book presents “The Spiral Model” – a paradigm that balances the complementary forces of male and female in the world, from personal relationships to the connection with God.
Kosman bravely tackles charged questions about gender equality, halachic roles, femininity, and feelings of alienation, offering a perspective that rises above the dichotomy between feminism and tradition.
With profound and flowing writing, grounded in classic Jewish sources alongside contemporary research, Kosman argues that female frustration is not a problem – but rather a cosmic driving force in the human journey toward redemption and wholeness.
The second part of the book explores halachic topics such as marriage, divorce, and public roles through the lens of the new model the author constructs.
Kasman, a mother of 11 and a doctoral student in philosophy at Bar-Ilan University, researches the concept of gender in the writings of the Maharal and lectures for the organization “Nefesh Yehudi.”
The book was written over a decade of deep exploration and an effort to build a bridge between seemingly opposing worlds.
The Spiral Path is a must-read for anyone interested in Jewish identity, gender roles, equality, and a life of meaning – rooted in tradition and surprisingly relevant.
