“The most amazing thing about beauty care is that it is all about you,” says Lisa.
“It’s about your skin, your hair, your skin.
It’s about how you feel about yourself.”
For Lisa, she discovered Beauty Care Jerusalem, the first beauty care company dedicated to the care of women in Jerusalem, after a stint working in a beauty salon.
The women of Jerusalem are treated with a certain level of respect, and there’s a certain amount of respect for them, as well, Lisa says.
The business model of Beauty Care is a mix of loyalty and financial support.
If you choose to spend the money on your hair and makeup, the beauty care products will be delivered to your door.
If not, you can donate the money to a charity of your choice.
The company also distributes clothing, jewelry, and other products to its customers, and a large portion of the proceeds are used to pay the bills.
“We’re not a one-stop shop,” says the founder, Aditya.
“There are no one-size-fits-all beauty products.
We offer everything to the women in our community.”
The brand, which launched in 2014, now has over 100 stores in Israel, including one in Jerusalem.
“Beauty Care is about connecting women to their own beauty, the joy of beauty and the strength of beauty,” says Adityas mother, Adelya.
The founder is a former hairdresser and was working as a beauty technician when he started Beauty Care.
“I didn’t have any experience working in beauty, so I thought, I should learn it myself,” he says.
“So I did it.”
The founder’s love for the beauty industry started growing when he was a young man.
“My parents were poor,” he remembers.
“They couldn’t afford to send me to the beauty school.
I was a kid.
I had no experience.
I went into the beauty shop because I had to pay my way there, and they made me work for them.
I learned a lot.”
Adityayas family, including his parents, used to buy a little girl’s cosmetics.
“But then I found Beauty Care,” he recalls.
“That was the beginning of my love for it.
I started buying my own stuff.
And I’m still doing it today.”
Adeleya, who was in her mid-20s when she started her business, started Beautycare in 2002.
She had been a hairdressing student at the time and her parents were desperate for a career change.
Adityah was able to save enough money to go to college and enrolled in the university of Herzliya.
When she started working at the beauty salon, Adi, a young girl, was working in the same department as Adityash and Adi was impressed with the young girl.
Adi had a business degree and had already started her own beauty business.
“She’s one of the first ones,” Adi says.
Adiyas mother was not so happy.
“The way she treats the women at the salon is different from the way we treat our customers,” she says.
A few months after her graduation, Adiyam was working at a beauty store in Jerusalem and had an idea.
“If I can’t make a profit, I’ll sell the business,” she thought.
She started the Beauty Care franchise, and it quickly became the largest beauty care business in Israel.
The beauty business is the bread and butter of Adiyans family.
“One of the most important aspects of my business is that I always tell my customers to keep the love in them, because I can always see the return on that,” Adiyah says.
One of the company’s core values is the importance of loyalty.
“You have to treat every customer the same, and if they like your products, they’ll come back for more,” says Anna.
“And we try to be really positive, even when we have problems.
If a customer does something, you treat them as if they are your friends.”
The founders believe in the importance and love for their customers.
“Our goal is to help the women of the city of Jerusalem and their families,” Adityalas mother says.
And that means showing up when it counts.
“In the beauty business, the people always come back,” says Arman.
“When you work, they come back.”
For Arman, the key is to be present, even at the most challenging moments.
“A smile is always a miracle, so it’s really important for me to be there for the women,” he explains.
“Even when we are having a bad day, you always show your smile, and we always try to smile back.
That’s how we do it.”
Arman and his wife are two of the biggest fans of the brand.
“Being in the beauty-care business is