Retail Beauty caught up with Ayman Al-Refai, General Manager of La Cure – Jordan Company for Dead Sea Products, at this year’s China International Beauty Expo (CIBE), where the brand made its exhibiting debut. With a heritage rooted in the therapeutic powers of the Dead Sea, La Cure is on a mission to bring head-to-toe natural skincare to the global stage—Australia included.
Founded in 1994 by Al-Refai’s father with a vision to share the benefits of Dead Sea minerals with the world, the company began with just two SKUs: mineral mud and bath salts. “A year later we expanded to seven products,” said Al-Refai. “We still offer the original day and night creams we launched with—same formula, just slightly enhanced.”
Today, La Cure has evolved into a brand with over 45 SKUs and exports to more than 53 countries. The brand’s range includes body scrubs, shampoos, soaps, and mineral-rich skincare products inspired by ancient Dead Sea spa rituals. Their best-seller? “It’s a tough choice,” Al-Refai admits. “But I’d say our scrub salt is the hero. It’s a mineral-packed body scrub that’s gentle but highly effective.”
A key point of difference is the company’s unwavering commitment to quality. La Cure is ISO 9001:2008 certified (a globally recognised quality standard that helps organisations improve performance, meet customer expectations, and show their commitment to quality) and ensures all products comply with EC and FDA regulations. “We use ingredients extracted directly from the Dead Sea, the lowest point on Earth,” Al-Refai explained. “The high concentration of 35 natural minerals gives our products their therapeutic and beautifying properties.”
While the brand maintains a strong presence in pharmacies and department stores across the Middle East, its global footprint includes markets in Europe, Canada, Taiwan, and online in Australia through a local distributor. Al-Refai confirmed the brand is actively seeking broader distribution opportunities down under: “We’re in small retailers for now, but we’d love to partner with major Australian beauty outlets.”
This year marked La Cure’s first time exhibiting at CIBE. “We’ve been working in China since 2008,” said Al-Refai. “But post-COVID, we took a step back until we felt the market was ready. This year, the timing felt right to reconnect and rebuild our presence.”
Looking to the future, Al-Refai shared his vision for the brand’s next chapter. “We’ll always have La Cure, but we’re also focusing more on contract manufacturing and white labelling,” he said. “It’s a way to adapt to the evolving global market while leveraging our expertise and facilities.”
La Cure continues to champion natural beauty with a mission to make the therapeutic wonders of the Dead Sea accessible to all. “Our goal,” Al-Refai said, “is to create affordable, effective skincare for everyone—from toddlers to the elderly—without compromising on quality.”
Source: La Cure eyes Aussie retailers after showcasing at China International Beauty Expo - Retail Beauty
