It is because of Shuli’s sheer tenacity and belief in what she does that she brought her whole family onboard. Together they transformed SR Cosmetics into an internationally renowned brand, launching exceptional skincare for beauty professionals and beauty lovers. Evolving even further to build a hub for beauty professionals to grow, learn, and train with the woman affectionately nicknamed ‘The Beauty Dictionary.’
SR’s core values are rooted in nature, with the most profound respect for our planet and humankind. Our products are crafted to the highest standards of quality and meet global clean cosmetic requirements. Every detail is considered, from selecting each precious ingredient across 5 continents to how they come together to create potent, luxurious, and highly effective skincare.
All our products are formulated exclusively by Shuli using cutting-edge technology, green chemistry, botanical and plant-based ingredients. We take great pride in our meticulous research and rigorous testing.
Our development and quality process follows these principles:
- Clean Cosmetics: no parabens, no aggressive ingredients, no SLS, no petrochemicals
- Cruelty-free formulas
- Botanical active ingredients
- Plant-based skin healing formulas
- Advanced packaging for maximizing hygiene
- FDA approved, EU Health directive & Israeli Ministry of Health license
All of this is made possible in our state-of-the-art manufacturing facility and offices based in Israel, where the best aesthetic philosophies and methods are available. Strict health regulations ensure that International Good Manufacturing Practices (GMP) and ISO standards are met. This means not only are we able to offer the highest quality product, but the efficacy of those products is second to none.