Hamashbir expands into a 600 million shekel market: chain to market new brands

The Hamashbir chain, one of the leading beauty retailers in Israel, is taking a significant step by announcing its entry into the dermo-cosmetics market. As part of this strategic move, the chain will market a new category featuring leading international and local brands, including CeraVe, La Roche-Posay, VICHY, and Sebocalm.

The local dermo-cosmetics market is currently surging, with an estimated annual value of 600 million shekels and consistent double-digit growth. This expansion is driven by a clear increase in consumer awareness regarding skin health and a rising demand for products that combine active ingredients with formulas based on scientific research. These products offer comprehensive solutions for a wide range of skin needs, such as sensitivity, dryness, acne, pigmentation, redness, and signs of aging.

In the initial launch phase, dermo-cosmetic products will be available for purchase via the Hamashbir website. In the near future, these brands will also be integrated into the chain's physical branches to expand operations and ensure accessibility for a wider audience.

Dermo-cosmetics at Hamashbir. Photo: Illustration

Saar Shavit, Deputy CEO of Hamashbir, emphasized the importance of this development:

"Entering the dermo-cosmetics field is an important strategic move for Hamashbir. Over the years, we have established our position as one of the leading beauty chains in Israel, and now we are expanding our offering with the world's top dermo-cosmetics brands. Our goal is to provide customers with high-quality, advanced solutions in one place, combining leading brands with a convenient online shopping experience."