Israeli Couple Turns Botox Frustration Into $20 Million Global Dermocosmetics Startup

A casual conversation about the short-lived effects of a Botox treatment sparked an eight-year journey of research and development for Israeli couple Yael and Omer Kapri. Today, their company Subderma, specializing in dermocosmetic products for skin treated with aesthetic injections, is valued at around $20 million and operates in multiple countries, targeting the US market.

Yael, an art therapist, and Omer, with a background in security and business, had no prior experience in medicine, biotech, or cosmetics. Their curiosity led them to study Botox, consult with doctors, and navigate regulatory and clinical trials. Despite initial rejections from senior medical professionals, they eventually gained support from Professor Avner Shmer, which propelled their project forward.

The couple invested millions of shekels, including personal savings, into research and patent development. Omer even returned to personal security work temporarily to fund the company, while Yael built the marketing and brand strategy before any product launch. They resisted early investor offers that demanded control, choosing to maintain ownership even at the cost of dilution.

The COVID-19 pandemic and the 2023 Israel-Hamas war caused delays and disrupted international deals, with many staff called to reserve duty. Nevertheless, Subderma expanded its presence through partners and distributors and is negotiating further US market entry. Omer emphasized their ambition to become a significant player in the global aesthetics industry.

Working as a married couple presented its own challenges, with occasional conflicts over roles, but they learned to separate personal and professional lives. Reflecting on their progress, they see their current valuation and international reach as milestones on a longer journey toward broader impact in the dermocosmetics field.