Combining elements of art and nature, -417 is a skin-care brand dedicated to providing users with products that evoke the senses. It was named after the Dead Sea’s surface height at the time the brand was founded: 417 meters below sea level. Israeru was able to speak with the owner, Moty Fridman, and hear about the story and catalogue of -417.
Moty Fridman was drawn to the world of creation from a very young age. Having an art teacher for a mother, he was raised with creativity all around him. As he grew up, he joined workshops with various artists, gaining inspiration and developing his own skill, eventually becoming a sculptor.
After a while, however, he realized that he would rather keep his professional life and his artistic outlet separate.
“I loved art, but I feared I would be lost in it. I preferred keeping it on the sidelines. This state of disappearing into art is now my joy rather than my day to day life.”
While working near the Dead Sea in 2003, Moty was recruited by investors to develop and start the brand -417; as the brand took off, he became the owner.
The transition to the world of cosmetics was smooth; as a sculptor he spent his entire life studying faces, and as part of his passion for art, the connection to esthetics and natural ingredients was intuitive for him.
Right from the start, Moty had big aspirations for -417.
“Starting from nothing, I still knew this brand could be international. The hardest part was feeling like we were part of the big world when we weren’t there yet.”
Nowadays, -417 is selling worldwide, working with numerous partners.
“My inspiration has always been the connection between art and nature.”
Using -417 products is more than merely performing a skin-care routine. Focusing on user experience, every product is made to entice the senses: the aromatic fragrances that are discovered immediately upon opening the box, the pleasant textures of lotions on the skin, and the lasting results all combine into one unique, sensorial experience.
Another thing that the brand strives to communicate to its customers is its connection with nature; to do so, -417 is intentionally using Dead Sea minerals as key ingredients for its products.
“Using this treasure of minerals was a very natural decision for me. By using our brand, people can enjoy the unique qualities of this place everyone hears about. It is known to have health benefits and anti-aging properties; it does wonders for the skin.”
The brand’s connection with nature expands even further. Every product contains more than 85% natural ingredients, 95% of the products are vegan, and all of the packages are recyclable.
In the future, -417 aims to expand their ecological efforts, creating more recyclable packages and offering refill packages to reduce the use of plastic.
Focused on Development
The process of creating a new -417 skin-care product usually takes about a year. Listening to their customers’ needs, new ideas are usually inspired by the feedback the brand receives.
“After an idea comes up, we examine the possibilities of making it, and think what new twist we can put on it to make it fit our values. We do a lot of research with two goals in mind: user experience and final results, keeping in mind to make a clean, natural product.”
Building formulas for the products is done in collaboration with professional chemists who are familiar with the Dead Sea minerals. They help make the best of natural resources, maintaining their original, pleasant textures and perfecting the fragrances of the final products.
As a company that’s based in Israel but sells mostly overseas, -417 decided to focus on the quality of the products and the manufacturing process, leaving distribution to their partners.
-417 products are suitable for both men and women from ages 20 to 70 years old, with unique formulas for the variety of skin types.
Their flagship product is “Advanced Anti-Wrinkle Eye Cream,” which contains mud from the Dead Sea. It rehabilitates the skin and its effect is immediate, making it one of their most popular products.
For first time customers, however, Moty recommends the brand’s best-seller, “Anti-Oxidant Hand Moisturizer.” Despite having a rich texture, it is easily absorbent, leaving the hands smooth throughout the day, even after washing your hands.
Introducing more of the brand’s selection, we’ve gathered some of our favorite -417 products here.
Anti-Oxidant Hand Moisturizer
This hand moisturizer is silky-smooth, enriched with anti-aging ingredients that help protect the skin. As it is easily absorbent, your hands won’t feel sticky after using it; moisture remains throughout the day, even after washing hands.
¥2,400
Mineral Aqua Perfection Face Moisturizer – Normal to Dry Skin
Enriched with a Dead Sea mineral complex and hydrating ingredients, this vegan, water-based face moisturizer infuses the skin with natural active ingredients that repair and maintain skin moisture. Leaving the face soft and clean, it is suitable for all skin types, and can be applied as a base layer under makeup.
¥6,035
Advanced Regenerating Firming Cream
Thanks to anti-aging properties, this cream diminishes wrinkles and fine lines, providing hydration at the same time. Its firming effects help dramatically smooth lines and wrinkles, leaving your face feeling plump and firm.
¥8,400
Instant Miracle Recovery Mud Mask
This anti-aging, regenerating Dead Sea mud mask uncovers ‘new skin’ by removing the damaged old layer using an incredible magnet remover. Drawing out toxins away from your skin, it reduces fine lines and smoothes the face.
¥12,800
Dead Sea Spa Body Trio
Based on Dead Sea minerals, this vital daily moisturizing trio is perfect for your whole body. Featuring an antioxidant hand moisturizer, a relaxing nourishing foot cream & an aromatic refreshing body lotion, it protects, softens and renews your body, hands and feet.
¥6,400
Advanced Anti-Wrinkle Eye Cream
Soothing and nourishing, this vegan anti-aging eye cream is enriched with anti-aging ingredients that help reduce under-eye puffiness, dark circles and wrinkles.
¥7,400
Hydrating Dead Sea Bath Salt
Perfect for relaxation, the hydrating Dead Sea bath salt is the ultimate soother. Using it makes a difference in skin and scalp conditions naturally, without any use of harsh chemicals. This bath salt is the ideal combination of relaxation and hydration.
¥1,900
Aromatic Balancing Body Scrub – Milk & Honey
Packed with Dead Sea salt grains and aromatic oils that easily remove dead skin-cells, this vegan body scrub leaves the skin feeling new and clean.
Available in 3 fragrances: Ocean, Kiwi & Mango, and Milk & Honey.
¥3,400
Miracle Rejuvenation Wrinkle Filler
The miracle rejuvenation wrinkle filler reduces fine lines and wrinkles instantly, leaving a glamorous-looking skin that feels softer and smoother. The pens contain a mineral complex of essential Dead Sea minerals and a high concentration of natural active ingredients such as energizing vitamins and unique plant extracts. Its formula, enriched with collagen, provides a smoother touch and a brighter glow for the skin.
¥8,000
Dead Sea Mud Firming Body Wrap
The Dead Sea mud wrap draws out and removes toxins, built-up environmental pollutants, and excess sebum that can cause damaged skin, premature aging, acne, blemishes, psoriasis and more. It is completely vegan, made from pure Dead Sea mud.
¥1,900
-417 is more than a skin-care brand. By incorporating Moty’s artistic background, unique natural resources, and a user experience based on the senses, the brand relays its story of being connected to Mother Nature. Visit the ISRAERU marketplace for more details on -417.
moty@minus417.com
