Kibbutz Maabarot enters the cosmetics business for the first time by acquiring 51% of Lavido, one of the leading natural cosmetics manufacturers in Israel, which was endorsed on the Hollywood actress' website. Lavido’s annual sales turnover is approximately $6 million. It was purchased from its three owners – Ido Magal, Liron Schneider and Aviram Kozlovsky.
The group intends to acquire more Israeli companies and establish a cosmetics division to become a significant player in the field.
Maabarot is considered one of the richest kibbutzim, following the sale of Materna to Nestle for approximately $200 million, and the Materna factory still operates in the kibbutz today. The Maabarot Products Group, which remains fully owned by the kibbutz, manufactures and markets milk substitutes for calves, pet food, and equipment store chains throughout Israel.
The group was previously traded on the Tel Aviv Stock Exchange. In 2019, the kibbutz, which does not require capital, decided to purchase the shares from the public for about 40$ million and return to private ownership.
The company is growing continuously through acquisitions and mergers. Its annual sales turnover is approximately $150 million. The group's chairman is former Tnuva CEO Arik Shor, and CEO Yariv Greenberg. Shor was also among those responsible for the recent sale of 75% of Kibbutz Metzer's drip irrigation plant to the Adam Partners for approximately $ 50 million.
In addition, the Maabarot Products Group recently announced the sale of Laboratoria Natury, a Polish vitamin factory it owned, for about 30$ million.
Lavido was founded 22 years ago by Magal, who specialized in Chinese medicine and herbal healing. He began developing creams for diaper rash and from there expanded to skin care products based on organic plant oils. Today, the company has about 70 different products in the field.
The breakthrough came when an editor from the well-known fashion magazine ELLE purchased the company's cream, which is also sold abroad, and recommended it in the magazine as one of the top five skin care products. Paltrow later also recommended Lavido's restorative serum - one of the company's flagship products.
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Einat Ravid, head of the healthcare division at the Maabarot Products Group
(Photo: Ofer Hajayov)
The company recently opened a new flagship store in Ramat Yishai with a treatment center, and has an online website, brand stores and distribution to 300 points of sale.
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"The acquisition of Lavido is the first move in a series of expected acquisitions, with the aim of building a cosmetics division that will be home to leading brands in the field of welness," said Einat Ravid, head of the healthcare division at the Maabarot Products Group. "Lavido products are clinically and dermatologically researched and have proven efficacy. I am convinced that combining forces between Lavido's expertise in the field of beauty and the Maabarot Products Group's management standards and its ability to manage brands will yield a rapid growth trajectory."