50 Shades of Diamonds
IL MAKIAGE continues to push the limits of technology in the beauty industry with the launch of Luminous Foundation, a liquid makeup line that provides a radiant, natural, and lightweight glow.
The consumer breakthrough behind the new product lies in combining skincare and makeup: The formula is enriched with raspberry cell extract for deep skin nourishment and diamond core powder, creating light reflection for a vital, radiant look. The foundation offers light-to-medium natural coverage, blurring pores and imperfections with a “second skin” technique, without heaviness, with perfect matching and choice from 50 shades and undertones (neutral, yellow, and pink).
To solve the challenge of online makeup purchases, the brand harnessed smart algorithms and artificial intelligence (AI), allowing precise online shade matching through its exclusive quiz—a perfect solution for those seeking the right shade from the comfort of their sofa at home.
The Classic That Wins
Classics aren’t replaced—they evolve. After decades of Estée Lauder’s Double Wear leading and redefining the makeup category, it’s time for an upgrade. Not a loud revolution, but a precise step forward: Meet THE NEW Double Wear Stay-in-Place Makeup—everything that made Double Wear iconic, now in an advanced, smart, and updated version.
In an era where cosmetic science advances and skin demands more than “long-lasting” makeup, Estée Lauder reveals the next generation of the legendary foundation, without compromising the DNA that made it a myth. At the heart of the formula: NEW Polymer Mesh Matrix Technology—a breathable polymer network acting as an invisible mesh that locks makeup to the skin without weighing it down. Each drop contains around 20 trillion oxidized and stabilized micro-pigments, creating uniform, precise, skin-tone-faithful coverage that doesn’t move or change color, with up to 36-hour wear, including water, sweat, heat, and humidity.
The formula is based on the Double Balancing AlgaNiacin™ complex, designed to balance the skin. It combines glycerin and hyaluronic acid for hydration, niacinamide for balance, and brown algae extract to gradually reduce oil production.
Shade selection takes a leap: 52 shades, 10 depth levels, and 3 undertones, developed using Color Capture technology, a smart algorithm based on over 14,000 skin tone measurements. The multidimensional formula is buildable, from medium to full coverage.
Stay Connected
A moisturizer without serum is like Waze without a signal—there’s direction but no depth. Garnier launches Vitamin C+ Serum, a formula combining a 4% active complex: Vitamin C, niacinamide, salicylic acid, and Malasil™. The serum reduces dark spots, prevents new ones, evens skin tone, revitalizes tired skin, and provides a radiant, fresh look.
Clarins also targets dark spots with Multi-Active Glow Serum, a dual-phase formula with Vitamin C and a hydrophilic phase combined with glycolic acid (AHA), gently smoothing skin texture and providing immediate glow. Another Clarins launch: Total Eye Lift, promising lifted-looking eyes in 30 seconds with Retinol-Like technology based on organic Rungena extract—a plant proven to boost collagen production—and for the first time in the brand, red algae extract produced via advanced biotechnology, helping maintain a firm look while reducing puffiness and dark circles.
No Pressure
In a world (especially in Israel) where stress has become routine, Israeli dermocosmetic brand SEBOCALM reminds us that classics are the solution, launching a campaign for its classic Dermo Care Moisturizer for sensitive, red, and dry skin. Stress, news, sleepless nights, and changing weather affect skin, causing redness and dryness.
The campaign is led by an AI model (don’t look for her at launches) and focuses on the direct link between emotional state and skin condition under the slogan: “You Can See Stress on Your Face.” Backed by science: 80% of dermatologists in Israel recommend the product, and clinical studies prove its efficacy against redness and in strengthening the skin’s natural barrier. A must-have for the upcoming season.
French Chic
French hairdresser Christophe Robin distilled his professional expertise into a product line recognized by top magazines including Glamour, Allure, and Bazaar, beloved by many celebrities. The brand’s DNA emphasizes scalp restoration and hair nourishment, rich textures that stimulate the senses, and advanced silicone-, paraben-, and SLS-free formulas. Each line is hair-type specific, promising professional results and a luxurious experience.
Products include: Eestorative mask with prickly pear oil for dry, damaged hair; exfoliating scrub with sea salt for sensitive or oily scalps; cleansing mask adding volume for fine hair with rose extracts; creamy scrub moisturizing dry scalp, enriched with aloe.
Mediterranean Kiss
International beauty brand Moroccanoil enters the lip care category for the first time, launching a Lip Balm Collection enriched with nourishing ingredients like argan oil and butter, and active ingredients such as peptides and hyaluronic acid, for lasting softness and hydration. The series offers three Mediterranean-inspired flavors: Tea and mint (transparent, refreshing mint taste); forest pomegranate (fruity, fresh, juicy); vanilla and date.
At Golda
Iconic The Jaffa Hotel by Fattal Limited Edition strengthens its status as a culinary destination. Golda Restaurant, in a restored 19th-century Neo-Renaissance building, launches a breakfast and brunch menu blending Mediterranean cuisine with modern international gastronomy. Guests can enjoy the space indoors with stone arches and high ceilings or in a pastoral courtyard with fruit trees.
The cuisine combines a buffet and creative à la carte dishes. Breakfast runs from 07:30-12:00 and includes a rich self-serve buffet with farmhouse cheeses, fresh salads, handmade spreads, freshly baked bread and pastries, and main dishes served at the table—poached eggs, omelets, traditional shakshuka, fish, and smoked salmon. Sweet lovers can enjoy signature dishes like airy pancakes or butter croissants filled with mascarpone cream and hot beverages. On Fridays and Saturdays, brunch is extended from 07:30-14:00.
Smart Hummus
Who said hummus must start with soaking? Meet Humix—a smart Israeli innovation based on a unique patent, shortening the path to fresh, tasty hummus in minutes. A natural dry mix combines pre-cooked, roasted, and ground chickpeas with toasted sesame, creating natural hummus without preservatives, flavorings, or headaches.
The idea arose from the need for 100% natural, fresh, and always-available hummus. Developed by Skinny Pasta, a company producing sugar-free, gluten-free products, it offers convenience without compromising quality. The dry mix is shelf-stable up to 18 months, vegan, sugar-, gluten-, and preservative-free, and protein-rich—delivering taste and nutrition with minimal effort.
Riding Lime
Israel is among the first countries worldwide to launch LimeBike, a new electric bike model by Lime, one of the largest shared electric vehicle companies. Available for rent via the Lime app, the next-generation model improves comfort, accessibility, and riding experience, incorporating global rider and city partner insights. Features include a safe phone holder with anti-slip mechanism, a wide low front basket for easy control even when full, modular design for easier maintenance and longer lifespan, and removable battery system.
Tasty News
Introducing Danone Multi with berries, low-lactose, containing nutrients like protein, iron, vitamin D, calcium, zinc, and magnesium, with no added sugar or sweeteners.
Also from Strauss: Plant-based brand Alpro launches fresh soy drinks for the fridge for the first time in Israel, produced in Strauss’s northern plant. The series includes: Alpro Soy Barista 1L and 500ml; Alpro Barista Sugar-Free 1L; Alpro Soy Vanilla 1L—suitable for frothing, rich in plant protein, free of coloring and preservatives, made from non-GMO soybeans.
Additionally, two protein bars: Almond & Cashew Bar—delicate nut flavors with a pleasant texture; Choco-Caramel Bar—soft chocolate and caramel taste.
Finally, Energy brand launches thin, crispy rice cakes in za’atar and barbecue flavors, in individual packs without red stickers.
