Our Origins and Foundations

The ancient knowledge of nature. The secrets of plants and herbs. The deep knowledge whispered between generations and traditions. The unique gift of connection between our body and nature, our soul and the cosmos. Our hearts beating together, our cells reaching for the rain and the sun, our spirits nourished by the beauty of natural wisdom.

Future Cosmetics has been using this ancient wisdom for generations – literally. The company was founded by Anita Bar-Lev, an expert in professional aesthetics and a pioneer in natural cosmetics who was born and raised in Casablanca, Morrocco. The roots of Future Cosmetics lay deep in the heritage of Anita’s grandfather, a knowledgeable herbs-and-spices trader from Marrakesh, who has sown the first seeds of curiosity in his granddaughter’s soul. With a precious bundle of local traditions, markets, scents, ideas, and experience, Anita expanded her horizons with natural well being knowledge and therapeutic traditions from all five continents.

Anita’s curiosity pushed her to explore further, and as a young woman, she trained as a certified nurse and served in the founding team of Soroka hospital in the Israeli Negev desert. Her strong connection to aesthetics was further enhanced when she worked in the psychiatric ward, witnessing the beneficial influence of grooming and personal care on the patients’ mental state. During the 1970s, Anita completed her certification as a senior beautician in Paris, further expanding her knowledge and skills with the best experts. In the early 1980s, Anita opened her aesthetics school, training generations of beauticians in the skills of aesthetics and cosmetics. Together with her husband, Benjamin, one of the first professional makeup artists and teachers in Israel, they built their life’s work, Future Cosmetics, implementing Anita’s clinical and traditional expertise into a unique and focused product line.

Future Cosmetics was created by a strong pioneering woman who followed her dreams. Like Anita, Future Cosmetics stands for inspiration, wellness and hope, and encourages people worldwide to follow their dreams and lead their communities with respect and dignity. We support them to believe in their power and beauty, inside and out, in every age, shape, and skin.

The beauty is within each one of us. We just help it shine.