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5 Questions For…AHAVA CEO Elana Drell Szyfer

It’s no secret that AHAVA is a Birchbox favorite. I discovered them through their famous hand cream (a handbag staple) and have quickly added their mineral lotions and scrubs to my routine. The brand has plenty of history — it was founded 22 years ago on the Kibbutz Mitzpe Shalem, inspired by tourists scooping up Dead Sea mud to take home with them. They’ve recently relaunched with new packaging, a tightly edited product line, and a new philosophy. I recently had a chance to chat with AHAVA CEO Elana Drell Szyfer about salt scrub tips, the company’s rebranding, and their secret ingredient. 

1. What does ‘AHAVA Reborn’ mean?

The Dead Sea is the original natural spaCleopatra used to make regular visits, and Europeans still venture there to treat serious skin ailments like psoriasis and diabetes. The new tagline, ‘My skin reborn,’ is about the experience of being at the Dead Sea and the benefits your skin receives.

2. What do you think makes AHAVA products special?

All our products have a key component: our Osmoter. It’s a solar evaporation process that takes the most important minerals—magnesium, calcium, potassium, zinc—and rebalances them to recreate the concentration of those minerals found in our own skin. The Osmoter works like a pump, replicating osmosis, and it draws moisture from the lower levels of the skin up to the upper levels of the skin. There are three major contributors to aging: dehydration, sun exposure, and inflammation. The Osmoter helps to fight all of these.

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