man’s then-studio apartment in
Manhattan. Now, the natural cosmeceutical skin care collection is in
nine countries and many top spas
worldwide.
According to the company,
EmerginC is formulated with natural plant-based preservatives instead of parabens. Its newly
launched Scientific Organics range
features a minimum of 70% organic ingredients in every item.
Active ingredients include a wide
variety of antioxidant-rich plant
and marine extracts, including grape stem cells, spirulina, kombucha, goji berry, white and green teas, food grade seaweed, aloe,
pine bark extract and vitamins. Scientific Organics is said to rapidly
improve skin tone, texture and clarity as well as fight free-radical
damage and combat the appearance of wrinkles and fine lines associated with aging.
The company also focuses on its ecological footprint. For every
scientific organic product that is sold, EmerginC will plant a tree.
All ingredients are sourced as naturally as possible and EmerginC
does not test on animals or use animal ingredients. Plus, in its ongoing commitment to the environment, all outer boxes are printed
on Forest Stewardship Council and Sustainable Forest Initiative
certified paperboard with non-toxic vegetable-based inks. The
company is also a member of the Compact for Safe Cosmetics.
“We are really on a roll,” said Lirenman.“We are expanding
our distribution beyond our existing international distribution in
Canada, Australia and New Zealand to Holland, Kuwait, Dubai
and, later this year, China. But, beyond that, we have reeled in a
few really iconic properties right here at home—The Mayflower,
considered to be one of the top hotels in the world; The Broad-
moor, it’s been five stars for over 50 years; and the Beverly Hilton,
the iconic hotel home to the Golden Globes.”
According to Lirenman, what really makes his company unique
is its environmental efforts.“Our office runs on wind power, we
pack orders in biodegradable packing‘peanuts,’ we use non-toxic
Lirenman of EmerginC
EmerginC products are formulated with plant-based preservatives.
vegetable inks, print on paper from well-managed forests and,
well, our products really do what they are supposed to.”
For 2012, EmerginC plans to expand its charitable initiatives
and look for more ways to give back as it grows.
“I think 2012 is going to be our best year ever, as our brand continues to gain momentum,”Lirenman told HAPPI.“We have an incredible loyal, influential following and, thankfully, they spread the
word all around the globe!”
Straight from the Sea
-417 Cosmetic Research Dead Sea Ltd.
Tel Aviv, Israel
www.minus417.com
Key Personnel: Moty Fridman, founder
Major Products: -417 Miracle
Immediate Wrinkle Filler,
-417 Recovery Mud Mask
New Products: -417 Whitening &
Firming Hand Cream; -417 Agile
Purifying Mud Mask; -417 Multi
Mineral Dry Oil; and in 2012, -417
Mineral Makeup.
Distribution: Sold internationally
in more than 15 countries through
department stores, perfumeries,
cosmetic chains and leading spa and hotel facilities; in the US at select Look boutique locations at Duane Reade and Walgreens; online distribution at www.minus417.com
Fridman of -417
The company derives is unique name, -417, from where it sources
its materials. At 417 meters below sea level, the Dead Sea is the
lowest point on Earth. -417 is also a skin care brand that specializes in combining“ancient knowledge with high technology. The
collection is comprised of 35 SKUs for both men and women, including skin and body care. Prices range between $14-$92.
According to the company, -417 products utilize a vitamin mineral complex, a scientific combination of natural active components
such as moisture-balancing minerals from the Dead Sea and plant
extracts from France designed to assist in regenerating skin cells
and preventing signs of aging.
While working as a real estate marketer at the Dead Sea, company founder Moty Fridman was approached by investors to start
a skin care line.
“During my time as a real estate marketer, I watched thousands
of tourists from all over the world visit the Dead Sea to experience
the remarkable unique minerals work wonders on their skin,” he
explained. “When beginning the cosmetics line, my task was to
then research, create a concept and find the right people to build
