About HL

The HL brand was created about four decades ago as a leading brand in a Pharma-Cosmetics company that was established by the late Zvi Dekel. Already in its early years, the brand has raised the banner of striving for constant professionalism and renewal.  Now, the company is listed among the most advanced labs in the world for developing and producing professional cosmetics products and is exporting products to markets all over the world. 

The knowledge and experience that have been gathered during these decades have led to the development and creation of a very wide range of innovative and forward-looking solutions that are suited to specific skin conditions and guarantee impressive results, thereby repairing and clearly improving the skin’s appearance.  Because of all that, also as a result of the uncompromising reliability and professionalism, thanks to professional training, knowledge and practical experience that HL’s training staff provides, the company is highly valued among beauty therapists and beauty salons from across the globe. 

The development of HL’s unique formulas is being conducted exclusively in-house and is based on applying the most advanced and updated scientific studies and knowledge in the industry, on innovative technologies and active ingredients that were clinically tested and studied.

In the research and development processes, special emphasis is drawn to the safety of the products, their quality and effectiveness. 

The motto “Always Active” is consistent with the company’s brand and reflects its character:  Products based on active raw materials that provide real results. And in conjunction, a constant active pursuit to reach innovative and effective solutions. 

HL products are manufactured in a state-of-the-art and innovative production facility under the brand’s ownership.  Based on HL’s high and uncompromising standards, the company’s plant operates under international standards for skin health and global quality, meeting GMP production standard and ISO 9001 quality standard, which is based on the strict European standard ISO 22716 that defines the rules for cosmetics production in appropriate conditions. 

The production processes undergo stringent quality testing, as the company’s QA department conducts rigorous tests and QAs throughout the production process. Chemists and pharmacists who have the education and experience in the industry are entrusted with HL’s research and development process, who are constantly striving to develop advanced formulas and improve the existing ones. 

The company’s capacities in research and development provide a wide range of possibilities, from matching existing products to various markets to developing unique products for targeted clients. 

In addition to developing the formulas, HL is focused on the development of groundbreaking technologies and forward-looking patents, which can optimize cosmetic treatment and achieve effective and long-lasting results.  One of which, for example, is the millicapsule technology that HL’s serums are based on.  The purpose of the encapsulation technology, developed in HL labs, is to “package” the active ingredient in millicapsultes and protect it against oxidization processes.

That way, the active ingredient is best stored and penetrates the skin in an optimal manner.  The process guarantees a controlled and effective release of the active ingredient, while obtaining a uniform layer on the skin. 

Another example is the Juvelast range, which acts to rehabilitate and nourish dry skin.  This unique range is based on the company’s unique patents – DNA CoFactor, which was tested and proven in clinical trials as especially effective for improving skin texture and reducing wrinkle depth.  The products range contains a copper-peptide complex, DNA-repair enzymes, ceramides, butter and hyaluronic acid that work to increase skin moisture and nourishment.

From the beginning in 1984 to this day, as HL became a leading professional brand that sells professional skin-care products all over the world, our guiding vision is to allow men and women to enjoy healthy, young and beautiful skin.  The company’s products reflect the nature of that vision – advanced formulas that provide real results and enable personalized skin treatments that lead to major, visible and long-lasting results. 

HL’s vision is our driving force for constant innovation, the use of unique and active raw materials, for maintaining corporate sustainability and liability, and for developing and enhancing professional human resources by instilling practical knowledge and experience in beauty therapists and distributors from all over the world.

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