Israel’s booming natural and organic cosmetics sector has grown largely because of its focus on scoring international sales, and manufacturers have in the past shown less interest in increasing the local market base. But this strategy has seen some significant change of late.
“A prominent example is Ahava,” says an analyst for market research company Euromonitor, “a cosmetic brand known for using Dead Sea minerals and mud in its products. Even in Israel, its stores target tourists rather than locals.” Other companies that are “more internationally-oriented include
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