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minus 417 | Dead Sea Cosmetics

About the Founder

Moty Fridman, Changing the Face of Beauty

“Your face is your canvas. Before makeup and other enhancers, beauty starts with your skincare.”
~Moty Fridman


Born in Israel, Moty Fridman is recognized in the art world as an accomplished and innovative sculptor. Though his art work has been around for years, Moty decided to enter another realm of beauty: skincare. In 2003, Moty founded -417, a global skincare brand sold in more than 15 countries including France, Switzerland, Russia, Denmark and Argentina. Moty’s modernist philosophy extends to beauty and beyond. As an artist, Moty’s continual passion for beauty and purity inspired him to create skincare products as the tools to help women become a master of their own art. -417’s products are laid out in an order much like how an artist would paint, beginning with products to “prepare the canvas.”

-417 is an exclusive and unique line of natural skincare products based on natural active components and minerals from the lowest place in the world – the Dead Sea. The company’s name has been accepted as an international brand symbolizing the exact location below sea level of the Dead Sea at the time of the company’s foundation. Moty collaborated with a team of chemists at the top research laboratories in Europe to develop products and treatments with formulas combining well-being and technology for a positive transformation effect on body and mind.

Today, -417’s complete and high performance product line provides a single source to exceed both the professional spa and the consumer’s quest for finding well-being and skin health. -417 draws on a rich and established past, but is consistently evolving for future growth and moving forward. The use of natural and scientifically-proven ingredients in beauty care products continues to drive the brand’s contemporary and creative policy.

From Europe to the Unites States and across the globe,-417 is dedicated to the beauty industry. At his helm, Moty is now paving a new road in the beauty market, marrying effective scientifically-proven products with Mother Nature. Moty has brought -417 to new level of international recognition by positioning it as a major player in the beauty industry. At the forefront, Moty’s vision is to create a
global brand of superior products that transcends continents and cultures.
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