Redefining the Art of Beauty and Skin Care
Shira is proud to play its role in the advancement of modern esthetics. Our journey began modestly, more than 50 years ago, as an avocation for Sara Nezaria –a registered nurse. Along with nursing, Sara was passionate about skincare. She began to research the properties of rare and therapeutic minerals sourced from the thermal springs of the Dead Sea and from the black mud of its seabed. Armed with these distinctive treatments, Sara was able to produce dramatic results for her clients – most notably those with problem and mature skin. Her talent for treating and rejuvenating skin outpaced results achieved by local dermatologists. Her reputation grew, along with a loyal following.
The Formation of Shira Esthetics
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 local spa owners, and Shira’s market niche as a reputable and innovative supplier to the professional spa channel solidified.
The Passion Passes Forward
In 1994, Sara’s son, Yair, joined Shira. As the new president, Yair raised Shira Esthetics to a new level with regional and global distribution. Blending a strong understanding of cosmetic chemistry with business acumen, Yair brought innovative and unique product collections to market, each with a distinctive ingredient story and set of benefits tailored to help skin care professionals treat the most difficult skin conditions.
Omega-3 & Glyco-C
Shira was one of the original brands to emphasize the regenerative properties of Omega-3 fatty acids, and the introduction of its Omega-3 line broadened the company’s popularity and base. Likewise, Shira’s Glyco-C collection represented a breakthrough concept, combining the exfoliating properties of Glycolic Acid with the antioxidant and collagen building properties of Vitamin C. It became a favorite of estheticians from coast to coast – a triple-threat collection that could diminish wrinkles, correct hyperpigmentation, and treat acne.
Boto-Derm
The rise of peptides in the skin care market provided opportunity for Shira to shine. With its Boto-Derm collection of advanced cosmeceuticals, Shira artfully blended the four most-clinically proven polypeptides with another gold standard ingredient – retinol – into powerful anti-aging treatments. The Boto-Derm launch demonstrated Shira to be a nimble developer – one capable of inspiration from nature and science.
Continuation of Excellence: Launch of Shir-Organic
In 2012 Shira Esthetics took its boldest step with the launch of the Shir-Organic collection– a sumptuous line of 17 natural and organic 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.
Onward with Shir-Radiance Corrective Rx
Following the great success private labeling unique clinical formulations to prominent dermatologists, plastic surgeons and medispas, Shira launched its own clinical line. Shir-Radiance Corrective Rx combines a collection of these successful advanced formulations featuring Pentavitin, ceramides, hyaluronic acid, collagen, and alpha- and beta-hydroxy acids. This expansion represented a breakthrough into the medical arena, giving Shira market share not only with estheticians, but in the clinical field as well. Clients can now choose from a range of products for various skin conditions, as an alternative to many prescriptions.
