Max Brenner launches an extra-sweet Purim collection! A particularly festive holiday column

The Max Brenner chain is launching a limited-edition festive Purim gift basket collection ahead of Purim 2026, entirely chocolate-based and designed in the spirit of the holiday with masks and colorful accessories to enhance any costume. The collection combines a wide variety of unique chocolate products alongside an option to add handmade hamantaschen with the brand’s special fillings.

The Max Stock chain is launching its Purim 2026 collection across 64 branches, featuring over 150 costume models and hundreds of additional items, alongside a standout promotion: Three costumes for 100 NIS. The collection is intended for babies, children, and adults, and also includes thousands of complementary accessories and a dedicated department for Mishloach Manot.

This year highlights a shift in trends: Instead of costumes inspired by security forces, the collection draws from hip-hop and dance worlds, with colorful designs, shiny fabrics, sequins, and rhythmic style. In addition, for the first time, the chain is introducing a category of inflatable costumes suitable for both children and adults in a range of heights.

The collection offers solutions for all ages and budgets: Costumes for babies from six months, adult sizes up to XXL, over 1,500 complementary accessories, and Mishloach Manot at accessible prices starting from 4 NIS. The chain also allows costume exchanges up to two weeks from the date of purchase, enabling convenient at-home fitting.

According to the chain’s management, the goal is to allow every family to enjoy a wide variety of trendy costumes and accessories at affordable prices, making it possible to purchase multiple costumes for children without straining the budget.

Ahead of Purim parties and costume balls, the professional makeup brand NYX Professional Makeup is launching a collection of bold, colorful eyeshadow palettes. The collection includes two palettes, each with 16 rich shades ranging from vibrant pinks and oranges to deep purples and blues, in a variety of textures – matte and shimmer.

The eyeshadows feature strong pigmentation from the first application, are buildable and blendable, and are suitable for creating graphic, fantastical, or artistic looks, for both makeup enthusiasts and professional artists. The palettes are compact and easy to carry, encouraging creative freedom and personal expression through color.

YSL Beauty launches in Israel LIBRE BERRY CRUSH – a new fruity-floral fragrance in the iconic LIBRE line.

The fragrance, featuring a heart of fruity, juicy lavender blended with raspberry and berries, draws inspiration from the culinary world to create a rich, modern sensory experience.

The iconic bottle takes on a glowing red-berry hue with a gold logo, emphasizing the powerful and free-spirited character of the line.

To mark the launch, the brand created an experiential pop-up at Ramat Aviv Mall in collaboration with pastry chef Alon Shabo, where a gourmet dessert collection inspired by the fragrance notes – raspberry, lavender, orange blossom, and coconut – was presented, allowing visitors to experience the new scent through a multi-sensory journey of aroma and taste.

The fragrance is available at pharmacy chains and online.

A new eye makeup remover by URIAGE arrives in Israel.

The French dermo-cosmetics brand URIAGE is expanding its cleansing line and launching an innovative waterproof eye makeup remover in Israel. The product is based on a unique bi-phase formula that effectively removes eye makeup – including waterproof mascara – and is suitable even for sensitive eyes.

The non-greasy, lightweight formula is enriched with URIAGE thermal water and blue cornflower water with soothing properties, and has been dermatologically and ophthalmologically tested. The remover is suitable for daily use and can also be used to remove lip makeup.

Ahead of Purim, the Ne'eman Bakery chain is launching a handmade hamantaschen collection combining beloved classic flavors with innovative and surprising fillings. The collection is offered both in bulk at 89 NIS per kilogram and in packages weighing approximately 380 grams priced at 38 NIS.

Alongside traditional fillings such as poppy seed, dates, and chocolate, the collection also includes unique flavors such as Dubai pistachio with chocolate and kadaif strands, raspberry dough filled with white chocolate, chocolate chips, caramelized pecan with praline cream, and more.

The chain notes that this year as well, despite rising raw material prices, it was decided not to increase prices and to keep them unchanged.

The collection is available at 65 Ne’eman Bakery branches nationwide, in bulk and in packages.

The international baby and children’s brand Carter’s is launching an invested Purim 2026 costume collection for babies and toddlers aged three months to two years. The collection combines playful and sweet design with comfort, safety, and uncompromising quality, and is also suitable for everyday use after the holiday.

The costumes are made of soft, warming micro-fleece fabrics, specially designed for young children and compliant with strict American standards. Among the designs: Chick, dragon, panda, bee, strawberry, unicorn, cactus, dog, shark, and more. The collection includes overalls or comfortable sets with easy closures and matching headpieces.

In addition, complementary items by Skip Hop are available to complete a full Purim look.

Maybelline New York launches a new rose-gold shimmer mascara.

The Maybelline New York makeup brand is launching a radiant version of the iconic Sky High mascara – Sky High Rose Gold – delivering maximum length, precise separation, and a defined lash look.

The mascara is designed for use as a top coat over the classic Sky High mascara, comes in a festive rose-gold shimmering package, and features a flexible silicone brush for perfect capture of every lash from root to tip. Suitable for all lash types, for everyday or evening use.

Recommended price: 50 NIS.

Available at retail chains, pharmacies, and selected perfumeries.

Natural Formula launches Castor Water, a new treatment for weak and damaged hair enriched with castor oil and moisturizing ingredients. The product promises strengthening and restoration of the hair fiber within nine seconds, providing softness and shine, and is also suitable for chemically straightened hair.

The formula is free of sulfates, parabens, silicones, and additional harmful ingredients.

Usage is simple, after shampooing and before conditioner or mask.

Recommended price: 30.90 NIS for 200 ml. Available at retail and pharmacy chains.

The MY CRUSH lipstick series by PUPA Milano arrives in Israel.

The Italian makeup brand PUPA Milano is expanding its lip collection and launching MY CRUSH – a velvet-finish matte lipstick series featuring 15 shades. The product offers a modern interpretation of the classic matte lipstick, emphasizing a soft texture and high comfort.

The formula features a velvety texture providing even coverage and intense color in 15 different shades from the first application, without dryness or heaviness. The lipstick delivers a bold, long-lasting look while maintaining a lightweight “second skin” feel suitable for daily use. The product comes in a rounded powder-pink package with a striped texture.

The beloved wine brand La Belle Angèle is entering the kosher wine world and for the first time launching three wines in kosher versions: Red, white, and rosé. The wines are imported to Israel by Shaked.

La Belle Angèle wines are available for purchase at selected wine shops nationwide, offering an elegant, accessible, and joyful drinking experience – also for kosher-observant consumers.

La Belle Angèle was a famous figure in the early 20th century, whose beauty and charm inspired many French Impressionist painters. The wines named after her reflect the values associated with her character: Charm, elegance, joie de vivre, and refined taste.

These are enjoyable and accessible wines with a pronounced, cheerful fruity character.

About the wine: A fresh and enjoyable southern French rosé, pale pink-orange in color, with aromas of fresh fruit and blossoms and a balanced, pleasant finish.

Recommended retail price: 55 NIS.

Ahead of Purim, the dermo-cosmetics brand Lierac Paris launches a bisabolol mask to soothe irritated and reddened skin, providing hydration and comfort within ten minutes with clinically proven efficacy.

The mask is suitable for all skin types, including sensitive skin, and contains soothing and nourishing ingredients such as bisabolol, squalane, and pro-vitamin B5.

In addition, a reusable pad for enhanced absorption of active ingredients is offered.

Ahead of Purim, the Biga Café chain launches gluten-free hamantaschen in a festive package featuring a mix of four classic flavors: Halva, dates, poppy seed, and chocolate. The package, containing eight hamantaschen, is sold for 55 NIS with Mehadrin Beit Yosef kosher certification.

The pastries are intended for people with celiac disease and those avoiding gluten, maintain a crisp and tender texture, and are part of the chain’s expansion of its gluten-free product range.

Available at Biga branches nationwide, in a limited Purim edition.

In honor of Purim, the Israel Nature and Parks Authority is launching a new educational costume called “Junior Ranger,” aimed at connecting children to values of nature and environmental conservation through experiential play. The costume allows children to step into the shoes of authority rangers, imagine going on field missions, and become familiar with the world of nature protection in a fun and enriching way.

The kit includes a branded utility vest, hat, and bag, along with play accessories such as a compass, binoculars, magnifying glass, and rechargeable flashlight, and is also suitable for post-Purim use on trips, garden play, and exploration activities throughout the year.

The costume is available for online order at a price of 109 NIS (plus shipping), and is offered in three sizes for ages three to twelve.

Redefine Meat, a leader in the new-meat category without animal-derived ingredients in Israel and Europe, is expanding its activity in the restaurant sector and entering selected restaurants nationwide for the first time.

As part of the move, new dishes will be launched at restaurants including Burger Station, Esther HaMalka, Bobby, James, Rainbow, and Uma, alongside the expansion of collaborations with additional leading restaurants.

The expansion comes amid rising demand for high-quality, culinary, and environmentally friendly new meat, enabling consumers to enjoy a full meat experience – without animal ingredients – both in restaurants and at home.

Alongside the nationwide restaurant expansion, special mention is due to the new Burger Station branch in Rosh HaAyin, which offers a meticulous culinary experience with fresh, high-quality dishes, courteous service, and a particularly pleasant atmosphere – a combination that clearly illustrates the potential of new meat in local gastronomy.

The BeautyCare chain is launching ahead of Purim a wide range of makeup, hair, and accessory products at especially accessible prices, with many items priced under 20 NIS.

The selection includes hair extensions, headbands, face stickers, glitters, body paint palettes, eyeliners, and eyeshadows for artistic makeup, alongside hair products and nail effects. Among the new items: Colored hair wax, ombré and metallic lipsticks, professional body paint palettes, and crystal stickers.

Ahead of Purim 2026, Super-Pharm launches a wide range of costumes and accessories for all ages – from toddlers to adults – available online and in stores.

The offering includes full costumes or base outfits to be combined with accessories such as hats, masks, wigs, and makeup to upgrade the look.

The Life brand also presents pajama-style costumes for children featuring beloved characters, combining comfort with everyday use after the holiday.

In addition, various sample costumes are offered at discounted prices, including models for children and women.

Alongside its commercial and festive Purim activity, Super-Pharm continues to emphasize its commitment to social and community issues, launching a large-scale initiative to raise awareness of emotional abuse and phenomena such as narcissism and gaslighting.

Super-Pharm is launching a broad campaign to raise awareness of “invisible violence,” narcissism, and gaslighting – forms of elusive emotional abuse that are difficult to identify yet have deep and lasting impact. The campaign will run in approximately 300 branches, across digital platforms, outdoor signage, and social media, and will also include influencer activity.

At the same time, a dedicated content hub has been established on the Super-Pharm website, in collaboration with and under the professional guidance of clinical psychologist Efrat Harel-Haiman, featuring guides for identifying signs of gaslighting, characteristics of narcissism, and abusive relationship patterns. The initiative aims to make knowledge and tools accessible to the public, enable early identification of emotional abuse, and help prevent entry into harmful relationships, as part of Super-Pharm’s ongoing fight against domestic violence.