Israeli hair care brand OLIÈRE PARIS, produced in Arad, has recently launched its products in over 100 Hairhouse stores across Australia, witnessing a strong initial demand and selling quickly. In a strategic move to navigate potential boycott concerns, the company has shifted some production to Hungary while maintaining the Hebrew initials "B.S.D." on its packaging, but omitting the phrase "Made in Israel."

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Founded only two years ago, OLIÈRE PARIS has managed to enter 21 international markets. Their partnership with Hairhouse, the largest retailer of professional hair care products and services in Australia, is significant, offering the brand enhanced visibility and access to specialist retail spaces. OLIÈRE founder Or Lev Har noted that their products are marketed alongside established brands like Kérastase and Olaplex, emphasizing the premium positioning of OLIÈRE within the market.

In terms of pricing, OLIÈRE's shampoo and smoothing mask are set at similar levels to those in Israel, reaching up to 140 shekels for a 500-milliliter bottle. Lev Har expressed confidence in achieving annual sales in the millions, underscoring the importance of the Australian market as relatively underrepresented by Israeli brands.

The journey to enter Australia began in April 2025, with products arriving roughly a month ago. The international trade vice president, Eliav Goali, played a crucial role in this venture, managing numerous logistical details, including adapting product sizes to fit the Australian market.

Lev Har faced challenges regarding the product labeling, as Australian retailers initially requested the removal of the "B.S.D." marking. However, after discussions with his partner Menachem, it was decided to retain the marking, a move which Lev Har believes positively influenced their sales.

Sales have exceeded expectations, with about 70% of the product already sold out within two weeks. To address this, OLIÈRE has begun sending air shipments to ensure availability, despite the high costs associated with air freight, amounting to nearly 200,000 shekels thus far.

Looking ahead, OLIÈRE plans to launch a new line for hair extension care and later introduce a range of hair accessories, while also noting positive sales of their REDEFINE line in North America and upcoming expansions into European markets.