Israel is known for its beautiful women and radiant skin. The secret, it is said, lies in the mineral-rich mud of the Dead Sea, a famous Israeli landmark. Today, we introduce "-417 (Minus 417)," a skincare brand that harnesses the power of these Dead Sea minerals.

Israel is renowned for its beautiful women. Beyond producing globally acclaimed actresses like Natalie Portman and Gal Gadot, a stroll through any Israeli city reveals encounters with stunning beauties who could easily be mistaken for actresses or models. What's truly surprising is the prevalence of women with bare or naturally made-up faces. While some women wear full makeup, they seem remarkably comfortable revealing their unadorned skin.

In Japan, where attention to appearance is highly valued, makeup is considered a part of grooming, and going without makeup in professional settings is generally unacceptable. Recently, makeup has become more common not only for women but also for men.

However, many might wear makeup not just for grooming, but out of self-consciousness about their bare skin. There are likely many who would prefer to go out with a bare face but feel compelled to wear makeup due to concerns about skin problems or visible pores.

So, what is the secret to the radiant skin of Israeli women? The answer may lie in the Dead Sea. Famous for its buoyant waters, the Dead Sea attracts numerous tourists daily from both within and outside Israel, and is known as the lowest point on Earth. Its mud is rich in beneficial minerals for the skin, leading to the creation of many cosmetics that utilize Dead Sea mud. Israel, in particular, boasts a wide array of Dead Sea cosmetics, cherished not only within the country but also by people worldwide.

Today, we introduce "-417 (Minus 417)," a brand that offers cosmetics rich in Dead Sea minerals. It's a skincare brand that stimulates the senses, born from the convergence of art and nature. The brand name "-417" is derived from the Dead Sea's altitude. Their exceptional cosmetics are crafted using carefully selected Dead Sea mud. Sold in over 40 countries, the brand enjoys immense popularity, particularly in Europe.

First, let's explore the connection to art. The founder and CEO, Moty Friedman, was remarkably a sculptor. Through his work studying the human face, he realized the profound link between perceiving beauty and experiencing happiness, which inspired him to establish "-417," a cosmetics brand dedicated to supporting beauty and well-being.

The transition from sculpting to the cosmetics industry was seamless. His lifelong dedication to sculpture had provided him with a deep understanding of the human face, making the connection of this artistic passion to beauty and natural ingredients a very natural progression for him.

His vision for -417 was ambitious from the outset. He shares:

"Although it was a start from absolute zero, I was convinced this brand would one day become a global success. In fact, the hardest part was envisioning that success before it actually happened."

Today, -417 is distributed worldwide through various partners.

Next, let's delve into another key characteristic of the brand: its connection to nature. The primary ingredient in all -417 products is minerals from the Dead Sea.

"Incorporating these Dead Sea minerals, which are like treasures, into -417 felt like a very natural idea. Through using these cosmetics, anyone can experience the unique qualities of the Dead Sea. Yes, the Dead Sea is known for its health benefits and remarkable anti-aging effects. It truly offers astonishing results for the skin."

The connection to nature extends further. Over 85% of the ingredients in all -417 products are naturally derived, 95% of the products are vegan, and all packaging is recyclable. In the future, the brand plans to introduce refillable product lines to reduce plastic consumption.

-417 is more than just a skincare brand. It is a brand born from Moty's artistic sensibility, rooted in nature, gentle on the skin, and drawing its essence from Mother Earth herself.