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In 1990 Sara Nezaria formed Shira Esthetics. She branded her first line of mineral rich products from the Dead Sea as Solar Energy, and followed up with treatment collections based on other natural ingredients: Chamomile, Azulene, and Sea Weed. The distinctive ingredient approach of Shira’s early product lines became favorites of regional spa owners, and Shira’s market niche as a reputable and innovative supplier to the professional spa channel solidified.

A little more than 20 years after Sara Nezaria took her step of faith, transitioning her love of skin care into a modest business, Shira Esthetics took its boldest step with the launch of the Shir-Organic collection – a sumptuous line of 17 naturally sourced products rich in phytonutrients and antioxidants. Blended using only the most potent “super fruits” and botanicals and packaged in all natural bamboo jars, the eco-friendly collection drew instant raves and introduced Shira to an even broader client base.

Today, Shira products are sold in 2000 spas worldwide, and have become increasingly popular with dermatologists and beauty schools. Shira continue to stress advanced technologies and diversity in her product development strategy – recently launching an anti-aging line rich in polypeptides (Boto-Derm) and a sumptuous, all natural skin care line (Shir-Organic) that sets new standards of excellence in performance and packaging for organic skin care brands.