Brand news: The story behind the look

Essential Parfums: Founded in 2018 by Géraldine Archambault out of a desire to make high-quality perfumery accessible to a broader audience without compromising on raw materials, creativity, or perfumer expertise. The brand puts the perfumers behind the scents front and center, focusing on the creation itself and the craftsmanship behind it.

Parfums de Marly: A brand taking inspiration from France's 18th-century royal heritage, primarily Château de Marly – the palace used by King Louis XIV that reflected the daring and innovative side of French art de vivre at the time. The brand provides a contemporary interpretation of traditional French perfumery. Initio: Combines contemporary aesthetics with extraordinary fragrance creations. The brand features a bold and unconventional approach, focusing on powerful, rich scents with a sensual character. Its mysterious design language is expressed through signature packaging that offers a glimpse into its unique fragrance universe.

From Italian perfumer Alessandro Gualtieri. "Crazy nose" in Italian, Nasomatto lands in Amsterdam: A brand reflecting Gualtieri’s artistic and daring approach to perfumery. Orto Parisi, Italian for "Parisi's Garden," is another brand from Alessandro Gualtieri, established with inspiration from his grandfather's garden in southern Italy. The brand concept views the body as a garden and its natural scents as an expression of personality and soul. The perfumes feature nature-inspired compositions.

Lingerie brand Femina opens the winter season with a collection born precisely for those moments between home pampering and style. The collection is constructed as a weave of design capsules: Each offers a unique interpretation of winter, converging into an elegant, feminine, and chic language. This season's story focuses on the playground of textures and materials: An intriguing dialogue between shine and matte, flowing satin versus rich velvet, romantic lace, sophisticated mesh combinations, and bold snake skin prints. The color palette ranges from deep, addictive winter shades like Espresso, Blue Mist, and classic black, to soft, warm, and caressing tones like Oatmeal, Sahara, Ivory, and Smoky Pink.

Satin Nights: Extra softness, femininity, and comfort wrapped in a fashionable look. The capsule includes short baby-doll camisole and shorts sets alongside delicate long cuts and an exceptionally elegant satin set with a waist tie belt.

Night Lounge: Cozy sleepwear items made of high-quality jersey fabric (viscose and elastane). Here you will find classic button-down pajamas with shorts featuring detailed piping finishes, alongside a short baby-doll.

Lace Time: The capsule taking loungewear outside the home with shaping bodysuits, a chic sheer top, and a midi-length lace dress with inner lining.

Lace & Shine: A striking play between rich lace and delicate metal hardware: Rings, decorative connectors, and jewelry-like elements.

Velvet Feeling: Winter's caressing touch. Underwire bralette and matching bodysuit combining styled panels of deep velvet and delicate lace, ranging from classic lingerie items to statement design models alongside nightwear and loungewear.

Korean beauty technology comes home. Korean beauty brand Ulike, a global leader in home hair reduction devices, presents Air 10: A device combining IPL technology with a contact cooling system, bringing the forefront of beauty-tech innovation into the personal grooming routine with the promise of a convenient, fast treatment in the comfort of home.

According to company data, using the device achieves up to 96% hair reduction within two weeks. It features dual lamps allowing wider coverage of the treatment area alongside an SHR mode for stubborn hair. One of its standout features is an advanced cooling system reaching minus 5.1 degrees Celsius, delivering a cool contact sensation similar to ice cubes on the skin to reduce heat sensation, redness, and discomfort during use, as well as addressing sensitive skin needs. Treatment duration takes about 10 minutes; the device holds FDA clearance for marketing in the United States, complies with European CE standards, and is approved in Israel for home use.

The real challenge of color-treated hair does not begin at the salon, but right after stepping out – when there is a need to maintain a vibrant, vital, and high-presence shade over time. Ultimate Color was created for this exact purpose: Wella Professionals' new professional care line bringing salon expertise straight home. The series offers a complete care routine based on patented technology. The powerful formula protects the hair fiber against free radical damage and is infused with vitamin B5, which restores and retains moisture from scalp to ends. The result? A 360-degree protective envelope preventing breakage, providing UV protection, and ensuring soft, shiny, vital hair with color preservation up to 10 weeks with regular use. The new line includes: Sulfate-free shampoo, leave-in intense mask, and a shine spray providing a perfect finish.

Exciting news for fans of tropical scents and Brazilian vibe: Iconic body fragrance and care products from Sol de Janeiro land on Super-Pharm Online and in select branches via parallel import. The brand draws inspiration from the beaches and energy of Brazil, recognized for its Brazilian Bum Bum Cream and Cheirosa 62 scent. The launch includes seven scents from the Cheirosa line; four types of body creams and butters; and four mini care sets.

Meet the addition that will upgrade your makeup look: International makeup brand Anastasia Beverly Hills expands its eye collection, launching Nouveau Palette: A gorgeously designed palette of eyeshadows and pressed pigments bringing everything needed for a precise eye look. The palette presents a winning combination of soft, neutral everyday shades and luminous, radiant tones adding depth, dimensionality, and impressive presence for evening. Thanks to concentrated, rich pigments, the formula glides easily across the eyelid, blends seamlessly between colors, and ensures high durability throughout the day (and night).

After years of trusting them blindly with little ones' skin, beloved skincare brand Johnson's takes a natural step forward, launching Johnson's Adult in Israel: A pampering body wash series for adults. The series brings a sensory experience of scents, rich textures, and ingredients to the forefront, nourishing skin and maintaining its natural moisture over time. In the collection: Soothing body wash containing yogurt, honey, and oat; pampering body wash containing yogurt, peach, and coconut; almond blossom scented body wash; nourishing body wash with cocoa butter; soft, nourishing body wash with almond oil and jasmine scent; radiant skin body wash containing pomegranate flower extract. Your next shower is going to look (and obviously smell) completely different.

SodaStream launches a super-chic new look for its flavor collection, featuring a clean, minimalist design true to brand values and inspired by the global language of PepsiCo. Beyond the aesthetic look, the bottles are made from 100% recycled and recyclable plastic, equipped with a new, convenient pouring cap allowing maximum precision and full control over flavor intensity and carbonation level. In the collection, beloved Pepsi flavors: PEPSI® Zero, PEPSI®, 7UP® Zero, 7UP®, MIRINDA®, MIRINDA® Zero. Cocktail enthusiasts will enjoy a fresh, no-added-sugar fruit series such as lemonade, passionfruit, raspberry and wild berries, red grapefruit, and lemonade, alongside dedicated mixers for home cocktail preparation including ginger ale and tonic. A 440 ml bottle allows preparing up to a six-pack of 1.5-liter beverages.

Don't let clean, fragrant laundry fool you: Many fabrics absorb residue dirt and grease that sink deep into the cloth and remain invisible to the naked eye. Fragrance brand Lenor expands its operations into the laundry detergent space with a chic laundry gel. The new product combines deep cleaning and tough stain removal – including greasy dirt hiding deep within fabric fibers – leaving a powerful, long-lasting scent. This expansion allows Lenor to offer a complete solution for the entire laundry routine: From cleaning and stain removal to a sensory refreshing finish.

Tiramisu – one of the most familiar, beloved Italian desserts – and s'mores – an American dessert combining chocolate, marshmallow, and graham cracker – get a new rendition as milk drinks, thanks to Yotvata Dairy from Strauss. The launch connects to the culinary trend of integrating dessert flavors into food and beverage products, bringing the pastry house experience into a bottle.