The soul friends who founded an iconic brand in Paris – and now it’s in Israel

For all the fashionistas, the global brand NYX Professional Makeup, one of the fastest-growing and leading in the world, lands in Israel and sparks buzz among beauty addicts, professional makeup artists, and more.

Around 300 professional makeup products will arrive on beauty shelves, including primers, concealers, foundations, eye and lip pencils, lipsticks, lip oils, setting sprays, brow products, and more.

Eli Sagiv, CEO of L’Oréal Israel: “L’Oréal Israel continues its rapid growth strategy by expanding its brand portfolio in Israel. The current move of bringing NYX Professional Makeup to Israel will strengthen the company’s leadership in the local market. The launch meets the changing needs of consumers in the country, especially Generation Z, and joins the powerful lineup of brands that the L’Oréal Group offers in Israel.”

NYX Professional Makeup was founded in 1999 in Los Angeles and named after Nyx – the Greek goddess of the night, a symbol of power, mystery, and beauty. The brand was established with the goal of making professional makeup accessible to the general public and quickly became a household name in the global beauty industry. In 2014, the L’Oréal Group acquired the brand, which has since expanded to dozens of countries worldwide, with a strong presence in the USA, Europe, and Asia.

Ilan Nakash, Head of the Consumer Products Division at L’Oréal Israel: “The brand embodies the new spirit of the beauty world: freedom, inclusivity, creativity, and a deep connection with communities and creators.”

The collection was designed by artist Marie-Victoire de Bascher, who created a visual world connecting light, nature, and emotion, for small moments of joy – with elliptical labels, fonts inspired by 18th-century French calligraphy, and black-and-white packaging that became iconic.

The scents themselves are intoxicating cocktails, including:

Summer Garden: Eau des Sens – inspired by bitter orange, with a pop art–inspired illustration on the back of the bottle, a 1960s art movement, with notes of orange blossom, juniper berry, angelica, and patchouli.

L’Eau des Hespérides – a fresh, invigorating scent of a green summer orchard, with notes of bitter orange, lemon, mint, and immortelle.

Ilio – evokes a relaxing, sunlit moment by the Mediterranean Sea, surrounded by prickly pear cacti, with notes of prickly pear, bergamot, jasmine, and iris.

The candles:

Citronnelle (Lemongrass) – a candle with the aroma of green herbs at sunset, lemongrass known as a mosquito repellent, and lively, aromatic notes.

Figuier Candle – a blend of fig tree and opopanax, a scent of ancient Rome, an essence burned in temples and homes, and the fruity aroma of fig trees, sacred to the Romans for the resilience they symbolize.

All products are made with environmental responsibility, focusing on natural raw materials and eco-friendly packaging.

Clarins, a pioneer in firming skincare with over 45 years of expertise, presents the Extra-Firming series with an innovative approach to increasing the skin’s collagen reserves, strengthening facial structure, improving skin texture, and restoring a sense of vitality. It is based on a unique complex including powerful ingredients – biomimetic collagen peptide, organic pecan tree extract, and organic mitracarpus extract. Clinical studies found that the series improves skin firmness, reduces the appearance of wrinkles, and reshapes facial contours within 7 days.

The packaging is refillable, 90% of the products’ ingredients are of natural origin, with an emphasis on organic farming and fair trade in countries like Burkina Faso and Morocco. Clarins contributes to developing local communities and invests in full transparency through the Clarins T.R.U.S.T blockchain-based platform.

Also from the brand: Skin Illusion Full Coverage – a revolutionary foundation combining full coverage, exceptional durability, and groundbreaking technology that creates a 3D botanical-based film on the skin’s surface, allowing perfect adaptation to every movement and expression. Enriched with active ingredients, it lasts up to 24 hours and comes in 12 cool, warm, and neutral shades for every skin tone. The bottle is made from 40% recycled glass and is recyclable, the packaging is from sustainable forestry sources, and no leaflets are included.

Want a tanned look without sweating in the sun and without the dangers and damage of sun exposure? Lierac Paris, the French dermo-cosmetic brand, is launching for the first time a self-tanning body lotion that gives a naturally tanned tone based on 97% natural and plant-based ingredients. Enriched with plant-based hyaluronic acid, it absorbs quickly, leaves the skin smooth, soft, and radiant, all with a scent of coconut, bergamot, and jasmine.

The product is based on plant-derived sugars – DHA and erythrulose – providing a natural brown tan in a gradual process. By the second day, you’ll look as if you’ve just returned from a vacation in Greece. And just as importantly – the product’s packaging is eco-friendly.

The care brand Balloons is launching a series of wipes for the effective removal of waterproof makeup from facial and eye skin. The series includes wipes enriched with hyaluronic acid and vitamin E, providing a feeling of hydration, soothing, and protection from environmental damage, and wipes enriched with micellar water that balance skin oiliness and provide a matte effect.

The wipes have been dermatologically and ophthalmologically tested and ensure a convenient, effective cleansing experience suitable for daily use.

BYNETA – the care and beauty brand of Neta Alchimister and Lilith Cosmetics – is launching the Clear Sunscreen Stick SPF50, providing high sun protection and care ingredients such as beeswax, plant-based carnauba wax, and a blend of oils. The transparent formula can be applied over makeup without weighing down the skin or creating a shiny appearance.

The fashion brand s.wear is launching its first flagship store at the Ofer Ramat Aviv Mall, with a new concept and design language, with plans for identical stores across the country. The design emphasizes an accessible, comfortable, and pleasant shopping experience, using natural materials such as wood and iron that create a warm feeling and highlight the colorfulness of the collection.

s.wear is associated with collections of sporty casual clothing made from cotton and soft fabrics, specializing in producing high-quality basic items in a variety of cuts, colors, and sizes – exactly what you will find in the store.

David Ben Moshe, CEO of Ofer Ramat Aviv Mall: “We are pleased that the S.wear chain has chosen to open its flagship store at the Ofer Ramat Aviv Mall. The connection between the brand, loved by the Israeli consumer, and the mall’s customers is a natural fit.”

Shoko Hacham Nissim, co-owner of the Swear chain: “Opening the flagship store is a milestone in the network’s development. We wanted to create a different, available, and convenient shopping experience that reflects the brand’s values.”

Back-to-school readiness at the Kravitz chain, specializing in the back-to-school field. These days, the latest innovations and exclusive trends for the chain are being launched, with an emphasis on advanced technology, quality, and safety across all product ranges, with Israeli standard certification. The chain offers an expanded equipment basket at various price levels for each category, allowing everyone to upgrade according to their needs and abilities without compromise, with the strategic decision to hold at least three price levels in each product category – a step that enables serving a wide and diverse customer base.

This is the sixth year that Kravitz offers the “Kravitz Bestock” category, with a significant expansion of the discounted product line this year – a move that will be available year-round in stores and online.

Special emphasis has been placed on children’s safety – every product is tested and meets the strict Israeli standard. The product mix combines leading brands with exclusive models and benefits alongside the expanding “Kravitz” house brand. The range includes various kindergarten and school backpacks; gluten-free writing tools – exclusive to Kravitz; diaries, notebooks; lunch boxes; drinking bottles; sports bottles; and more.

They say that every pot has its lid, but when you see the collection from the Magnus brand, founded by Galia Moyal and her daughter Or Elbaz, you realize there’s much more. Their passion for cooking, design, and precision led them to leave what they were doing behind and focus on upgrading the cooking experience. Even if you’re not much into the kitchen, when you see and try what they’ve created, you’ll understand everything is about to change. They tested, tried, refined, and created a perfect brand.

“We only produce what we love. Every product is tested in our own kitchen, improved, refined, and only when we are completely satisfied does it go into production. What drives us is the desire to enable people at home to experience success thanks to precise, comfortable, and high-quality tools.”

Forget about burnt pots and sticky pans – the collection includes: 2-in-1 cast iron pots; a pot divided into two sections for cooking; a glass dish with a cutting-board lid; a silicone baking mat; a baking pan and frying rack set; an 18-piece high-quality ceramic dinnerware set; an egg-shaped cutlery storage stand; a black or brown sauté pot with white edges and a pair of detachable silicone handles; a 4-compartment pan for pancakes, omelets, burgers, and more; a heart-shaped cast iron pot with a matte gold heart-shaped handle; a set of a small pot, sauté pot, and grill pan with one detachable handle that locks onto each; a deep pasta pot with two hidden dual-direction strainers for draining water; a carbon steel wok pan; a spice storage box with 7 bowls and a spoon; a multi-purpose mandoline slicer with interchangeable plates.

Shake Shack is opening its fourth branch in a preserved historic building at Tel Aviv Port, and for the first time – a breakfast menu specially developed for Israel, served between 07:00–11:30. The design draws inspiration from the original building’s architectural style and its surroundings, including collaboration with Israeli artists Lili and Plooja, who created a colorful, vibrant mural.

The menu offers fresh, delicious dishes prepared on-site: Shack-Shuka sandwich with grilled egg topped with spicy pepper Shack-Shuka sauce, feta, herbs, and crispy onion; egg and American cheese sandwich; grilled egg sandwich topped with cheddar cheese, arugula, and Shack sauce; grilled egg and American cheese sandwich; fattoush salad with summer vegetables, feta cheese, and crispy bread; Caesar salad with lettuce, Grana Padano cheese, and challah croutons; muesli – 4% yogurt with granola and fresh fruit; chia pudding in coconut cream with seasonal fruit; fruit juices; coffee shake with homemade vanilla ice cream; quality coffee drinks; and more.

In addition, combo meals are served, combining sandwiches, salads, coffee, and desserts, including brownies from the Dallal patisserie – as part of the chain’s activity working with local suppliers, producers, and artists.

After worldwide success in the Domino’s Pizza international chain, the Crispy Pizza is landing in Israel – the pizza that will make your summer. It is extremely thin, the new dough is especially crispy, and it’s already cut into squares. In England, the USA, and Australia, it has become a star, and now it’s making Aliyah to Israel in a local version – thin, crispy, and especially tasty.