In Israel’s crowded beauty market, a young homegrown brand is carving out a distinctly different space. OLIE'RE PARIS, founded less than two years ago, is positioning itself as a premium haircare house that blends French science with Israeli manufacturing and a deeply personal brand identity. “We wanted to create something professional,” explains the company’s brand leadership team, “but accessible. Products that until recently you could only really find in salons.”
While the formulas are developed in collaboration with chemists in Paris, OLIE'RE PARIS is unequivocally Israeli. Its main manufacturing facility is located in Arad, a point of pride for the company. The factory observes Shabbat, and a small “בס״ד” (BSD) inscription appears on every bottle, a quiet reflection of the brand’s owner's values.
The idea behind OLIE'RE PARIS was born out of frustration with a saturated haircare market. From mass products to ultra-luxury labels, consumers are inundated with promises. The brand’s founders believed there was room for something different: a premium line that delivers professional-grade results at home, without compromising on formulation. At the core of the brand is a blend of 13 natural oils in high concentrations, an unusually ambitious formulation in a market often focused more on marketing than material content. The oils are selected for specific roles, from strengthening the hair fiber to restoring moisture and protecting against heat damage.
Their emphasis, the team says, is on long-term rehabilitation rather than cosmetic quick fixes. “It’s not just about how the hair feels in the moment,” they explain. “It’s about rebuilding it from within.” That philosophy extends to how the products are used. Unlike standard off-the-shelf shampoos, OLIE'RE PARIS promotes a method, such as warming the product between the palms before application to activate the ingredients, and following a structured routine rather than relying on a single hero item.
Internally, the team often compares it to the skincare revolution: just as consumers have embraced multi-step facial regimens, they argue that hair deserves the same thoughtful treatment. The price point places OLIE'RE PARIS in the premium category, alongside brands such as Kérastase and L’Oréal Professionnel. But the company believes Israeli consumers are increasingly willing to invest in quality, particularly when the science and sourcing are transparent.
Recently, the brand unveiled what it describes as the first professional formula in Israel, specifically developed for hair extensions and wigs, designed to protect bonds and prevent damage to both natural hair and added pieces, filling a notable gap in the local market. In a country where many religious women wear wigs, and where others turn to extensions or hairpieces for aesthetic or medical reasons, the need for specialized maintenance products is real and largely underserved.
OLIE'RE PARIS is quietly expanding beyond Israel. The company now collaborates with 11 international distributors and sells online in the U.S. via major retail platforms. Despite its rapid growth, the company remains selective, focusing on targeted marketing to its core audience through distributors worldwide and high-investment campaigns. Its goal is not massive distribution across every pharmacy chain or department store, but rather presence in carefully chosen retail points and digital platforms that speak directly to its audience, building long-term credibility and trust.
In a beauty industry often driven by trends and instant appeal, OLIE'RE PARIS chooses a slower, more thoughtful approach: inspired by Parisian elegance, produced in Israel, and proudly premium. As CEO Rami Cohen explains: “From day one, it was important for us to prove that it’s possible to build an international premium brand manufactured in Israel. For us, professional excellence and values go hand in hand, from our high-quality formulas to the ability to deliver a global standard from a local factory to shelves around the world.”
Written in collaboration with OLIE'RE PARIS