Israeli Brand Parfa Aims to Bring French Luxury Skincare to Israel
Parfa, a new Israeli skincare and fragrance brand, recently opened its flagship store on Dizengoff Street in central Tel Aviv after initially selling products online. Founded by Erik Chen, the brand name combines the words "pharmacy" and "perfume," reflecting its blend of perfumery and skincare traditions. Chen, inspired by Australian brand Aesop and American Le Labo, draws heavily from his visits to Paris and his French wife, Etel, to create a line that balances luxury aesthetics with accessibility.
Chen, who has a diverse background including music, literature, and business ventures in New York and Israel, emphasizes the importance of aesthetics and quality in Parfa’s products. The brand offers a curated selection of six to eight precise fragrances, all made with ingredients sourced from Grasse, France, the world’s perfume capital. Packaging is produced in Israel using recyclable materials, featuring amber glass bottles and kraft paper to convey natural rawness.
Parfa’s product range includes body oils, creams, liquid and solid soaps, shampoos, conditioners, scented candles, diffusers, and recently added body scrubs. Prices range from 39 to 449 shekels, aiming to provide a luxury experience without the high price tag. Chen highlights the bestseller "309," a fresh, woody scent with notes of orange and lemon peel that adapts to the wearer’s skin.
Chen’s vision is to grow Parfa into a global brand, already partnering with upscale hotels like George and Bobo and fine dining establishments such as Reviva and Celia. He describes the brand’s essence as a blend of Paris, Berlin, London, and Tel Aviv, offering customers a daily touch of cosmopolitan luxury. Chen’s approach reflects his belief that the world is built for those who shop in luxury stores, but he wants to make that experience more accessible.
Summary: Israeli founder Erik Chen launched Parfa, a luxury skincare and fragrance brand inspired by French perfumery, now with a flagship store in Tel Aviv. The brand offers high-quality, recyclable-packaged products at accessible prices and aims to expand globally through collaborations with luxury hotels and restaurants.
