Mario Dedivanovic's Makeup Brand Now Available in Israel

By מירב קריסטל

Translated & summarized from Ynet by baba

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Hebrew · 2 newsrooms covering

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The Be Pharm chain has begun selling the MAKEUP BY MARIO brand, created by Kim Kardashian's long-time makeup artist Mario Dedivanovic, exclusively via its app. The brand is available through parallel import, with limited product selection and higher prices compared to international markets. For instance, lipsticks cost 139 shekels in Israel versus approximately 87 shekels in the US. The company plans to expand sales to select stores in the future.

The story in 5 lines · by baba

Be Pharm is now selling Mario Dedivanovic's MAKEUP BY MARIO brand exclusively through its app.
The brand is imported in parallel, with prices significantly higher than in the US and Europe.
Lipsticks are priced at 139 shekels in Israel, compared to about 87 shekels in the US.
A limited selection of products is available, with key items like foundation and eyeshadow palettes missing.
Mario Dedivanovic is known as Kim Kardashian's personal makeup artist for over 12 years.

The Be Pharm chain has launched the MAKEUP BY MARIO brand, founded by celebrity makeup artist Mario Dedivanovic, exclusively through its app. Dedivanovic, known for his work with Kim Kardashian for over 12 years and his pioneering "Soft Glam" style, has brought his contouring and baking expertise to Israel via parallel import. Initially, the brand will be available for home delivery only, with plans to expand to select physical stores later. The initial product selection is limited, and prices are significantly higher than in the US and Europe. For example, a dual-ended eyebrow pencil, lipsticks, and lip serum are priced at 129 shekels in Israel, compared to approximately 80 shekels ($26) in the US, a 61% difference. Other items like satin finish lipsticks cost 139 shekels in Israel versus about 87 shekels ($28) in the US, a 60% markup. Cream blushes are sold for 149 shekels in Israel, while the US price is around 105 shekels ($34), a 42% increase. Several key products, including eyeshadow palettes, foundation, concealer, bronzer, and contour sticks, are not yet available in Israel. The brand, launched in 2020, has established Dedivanovic as a globally influential makeup artist, renowned for sculpting faces and creating the signature "airbrushed" look associated with Kim Kardashian and her family.

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