Renowned Makeup Brand MAKEUP BY MARIO Launches in Israel

The Israeli pharmacy chain Be Pharmacy has introduced the international makeup brand MAKEUP BY MARIO to the Israeli market. The brand, founded by makeup artist Mario Dedivanovic, known for his long-standing collaboration with Kim Kardashian, is now available for pre-sale in Israel. The launch began on October 11th via the Be Pharmacy app, with products being imported through parallel import and shipped nationwide. Initially, purchases are exclusively through the app, with plans to expand to select physical stores later. Customers must select home delivery, as self-pickup is not an option.

MAKEUP BY MARIO joins Be Pharmacy's "House of Beauty" section, which already features other parallel-imported international brands like Rare Beauty by Selena Gomez, Sephora Collection, Benefit, and Sol de Janeiro. The initial product selection includes items for face, lips, and brows. Notable products include the Soft Pop Plumping Blush Veil, a hyaluronic acid-infused cream blush designed for hydration and volume, and the MoistureGlow Plumping Lip Serum, a nourishing lip serum for a full, glossy look. The collection also features the Ultra Suede Cozy Lip Cream, a velvety matte lipstick, and the SuperSatin Lipstick, along with the Master Blade Brow Pencil for precise brow definition.

Mario Dedivanovic is recognized as one of the world's most influential celebrity makeup artists, particularly associated with Kim Kardashian, whose looks he has shaped for years. Their collaborations are linked to major makeup trends of the past decade, such as contouring and baking. MAKEUP BY MARIO is already sold in leading international beauty retailers like Sephora and has established itself in the professional makeup market. Its arrival at Be Pharmacy signifies an expansion of the chain's international beauty and skincare offerings through parallel imports.

Eitan Saida, CEO of Be Pharmacy, expressed enthusiasm for the expansion of "House of Beauty," stating, "We are happy to expand House of Beauty and bring the trendiest brands to Israel. MAKEUP BY MARIO is one of the most talked-about and sought-after makeup brands in the world today, and we are proud to bring it to Israel and make it accessible to our customers."