Lilith Cosmetics Group Enters Wellness Market with Vitamin Patch Acquisition
Translated & summarized from Calcalist by baba
Lilith Group, an Israeli cosmetics importer, has acquired a 51% stake in My Patch, a startup producing vitamin patches, for NIS 4 million. This acquisition marks Lilith's entry into the health and wellness market, aiming to distribute the patches through pharmacies and online channels. My Patch's founder cited Lilith's experience and the rapid market growth as reasons for the sale, while addressing the lack of clinical studies by pointing to industry-wide trends.
The story in 5 lines · by baba
- Lilith Group acquired 51% of vitamin patch maker My Patch for NIS 4 million.
- The deal signifies Lilith Cosmetics' expansion into the health and wellness sector.
- My Patch offers vitamin, mineral, and plant extract patches as an alternative to pills.
- Distribution will focus on pharmacies and online platforms, not dedicated stores.
- The wellness patch market is growing at 16% annually and expected to double by 2030.
Cosmetics importer Lilith Group has acquired a 51% stake in My Patch, a company specializing in vitamin patches, for approximately NIS 4 million. This marks Lilith Cosmetics' first venture into the health and wellness sector. My Patch, founded in 2025 by Dor Sultan, who also serves as its CEO, produces patches containing vitamins, minerals, and plant extracts designed to aid sleep, relaxation, energy, pain relief, and beauty. These patches offer an alternative to swallowing vitamin pills, with My Patch stating their formulations are "gently absorbed into the body."
Uri Bilt, CEO of Lilith Cosmetics Group, indicated that the company does not plan to open dedicated stores for the vitamin brand due to economic feasibility, opting instead for distribution through pharmacy chains and online platforms. Lilith Group's existing retail development focuses solely on its beauty brands, Narz and Beyond Skin, which operate 13 stores and e-commerce sites.
Bilt stated that the move aligns with the growing wellness trend and that Lilith is seeking synergistic areas, viewing vitamins as complementary to the beauty sector. He noted the significant growth of vitamin patches in the U.S. market, where they are increasingly available in major retailers. While My Patch currently sells through its own website and two other online platforms, Lilith aims to expand its reach to all pharmacy chains and major online marketplaces.
The wellness patch category is experiencing substantial growth, estimated at 16% annually, with projections to double in size by 2030. Bilt also mentioned Lilith's recent acquisition of the ambiance products company Spring ten months prior, as part of a strategy to transform into a "beauty-wellness and trendy group." He highlighted the acquisition of a factory and the ongoing search for owned brands.
Dor Sultan, My Patch's founder, explained that the sale followed two years of development, including regulatory and formulation work. He cited the rapid connection with Lilith and their extensive experience as key factors in the decision to accelerate the company's growth. Regarding the lack of clinical studies on vitamin patches, Sultan asserted that competitors also lack such research, attributing the scarcity to the novelty of the patch format and emphasizing that the ingredients used are the same as those in conventional vitamin pills.
Mentioned
The same event, reported separately by each outlet. Open a few to compare what different newsrooms emphasize — and what they leave out.
Centre 1Other 1
