Shufersal's Be Pharm Chain Introduces Sephora Collection Products at Fixed Low Price

The Be Pharm chain, part of the Shufersal group, is expanding its beauty product offerings by introducing a range of items from Sephora Collection, Sephora's in-house brand. These products, imported through parallel import, will gradually become available in Be Pharm stores starting tomorrow, as well as on the chain's website and app. All items in the selection will be priced at a uniform 19.90 shekels.

The collection includes makeup for face, eyes, and lips, such as eyeshadow palettes, blushes, bronzer sticks, contour powders, and lipsticks. Additionally, skincare products for face and body will be offered, including serums, day and night creams, eye cream, face masks, body scrubs, and body mists. Beauty accessories like facial rollers and exfoliating gloves are also part of the launch.

This move aligns with Be Pharm's strategy to broaden its beauty brand portfolio and make makeup and skincare products more accessible at affordable prices. The initiative allows customers to try Sephora Collection products and update their beauty routines at a single, accessible price point. The company notes that products will arrive in stores gradually, and availability may vary between branches and sales channels depending on stock levels.

Eitan Saida, CEO of Be Pharm, stated, "Be Pharm continues to establish itself as the home for the world's leading beauty brands. Following the introduction of global brands like Natasha Denona, Sol de Janeiro, Benefit, and others, we are now bringing Sephora's in-house brand at an exceptional price of 19.90 shekels, which is affordable for everyone. We will continue to bring our customers the world's leading brands at the most competitive prices."