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


Changing the Face of Beauty

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.”

A unique origin

-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 Seaat 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 withformulas combining well-being and technology for a positive transformation effect on body and mind.

Scientifically-proven, natural efficiency

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 findinga 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. All -417 products are paraben free and mineral oil free. We are also cruelty free and never test our products on animals.

The lowest point on the Earth’s surface

“Dead Sea” – this sea and the whole region on its shore is very much alive. The Dead Sea lies some 400 m below sea level at the lowest point on the earth’s surface, and is a part of the Syrian – East Africa Rift Valley, flanked by the Judean Mountains to the west and the Moab mountains to the east.

The water of the Dead Sea contains 21 minerals including magnesium, calcium, bromine and potassium. 12 of these are found in no other sea or ocean and some are recognized for imparting a relaxed feeling, nourishing the skin, activating the circulatory system and for easing rheumatic discomfort and metabolic disorders.