Israeli Couple Turns Botox Frustration Into $20 Million 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. Their company, Subderma, now valued at around $20 million, develops skincare products designed for skin treated with aesthetic injections and operates in several countries, targeting the US market.

Yael, an art therapist, and Omer, with a background in security and business, had no prior experience in medicine or cosmetics. They began by studying Botox, consulting doctors, and navigating numerous rejections from senior medical professionals skeptical of their idea. After nearly a year of persistence, they connected with Professor Avner Shmer, who eventually saw potential in their concept.

The couple invested millions of shekels, personal savings, and endured multiple rounds of lab and clinical trials, often facing setbacks and financial strain. Omer even returned to personal security work to fund the company, while Yael built the marketing and brand from scratch. Despite tempting offers to relinquish control during tough times, they chose to maintain ownership, though they accepted dilution from new investors.

External challenges such as the COVID-19 pandemic and the 2023 Israel-Hamas conflict disrupted research and international deals, with many employees called to reserve duty. Nevertheless, Subderma expanded its presence through partners and distributors and is actively negotiating to enter the US market, which they consider crucial.

The founders emphasize their ambition to become a significant player in the global aesthetic market rather than just selling a product. They also acknowledge the complexities of working together as a married couple but have learned to separate personal and professional roles. Reflecting on their journey, they see their current success as just the beginning of a long path ahead.