About
From Haifa in 1933 to homes across Israel
Alpa Cosmetics is a private Israeli company. For more than ninety years we have been bringing the world's best brands here.
We manufacture, import and market cosmetics and consumer goods from the world's leading brands, and we are the exclusive distributor of a range of distinctive brands.
The company was founded in Haifa by Laslow Brand. His son, Yaakov Brand, led it until 1998. Since then it has been run by Ronen Shamir, who joined us in 1993.
We have our own distribution network and more than 600 employees. Our products are sold in supermarket chains, drugstore chains, independent pharmacies and cosmetics shops across the country.
We also hold the franchise for fashion, jewellery and luxury brands, and operate their stores in Israel through Alpa Jewelry and Alpa Accessories.
Milestones
- 1933
The beginning
Laslow Brand founds Alpa Cosmetics in Haifa.
- 1960
International brands
We begin officially importing international brands. ELIZABETH ARDEN arrives in Israel and sets a new standard in cosmetics.
- 1968
Beiersdorf
We begin officially importing the products of Germany's Beiersdorf, including NIVEA and Labello.
- 1990
MAM
We become the official importer of MAM, the Austrian baby-products brand.
- 1993
A new generation
Ronen Shamir joins the company.
- 1998
New leadership
Ronen Shamir becomes CEO.
- 2011
Alpa Jewelry
We win the franchise for TOUS, the Spanish jewellery and accessories brand. It now has 12 stores in Israel.
- 2013
Alpa Accessories
LONGCHAMP joins, followed by DESIGUAL, BROWNIE, BIMBA Y LOLA and SUPERDRY. We operate all of their stores in Israel.
- 2019
CHANEL
Alpa Accessories wins the franchise to operate CHANEL boutiques in Israel. Four are open today.
- 2019
Alpa BDF
Together with Germany's Beiersdorf, we set up the Israeli home of NIVEA and Labello.
- 2020
CHOZEN
We move into e-commerce and launch CHOZEN, a marketplace for the group's brands, together with official importers and leading Israeli companies.
- 2024
GUERLAIN
We open Israel's first GUERLAIN boutique, at TLV Mall.
- 2026
CLARINS
We open Israel's first CLARINS boutique, at TLV Mall.
Where to find us
Herzliya Pituach
Sales, marketing and training offices.
Bar-Lev Industrial Park
Our plant and distribution centre.
Nationwide
Boutiques, brand stores and our own distribution network.
Our vision
To bring our customers the best brands in the world, with the service and professional advice they deserve.See all brands