B4U is a story of 4 generations involved in the cosmetics world. Joseph Hailperin established a perfumery in the 1940’s in Tel Aviv, Israel, and later established a company with two partners that manufactured cosmetics and imported important brands such as Dior, Lancaster and Sally Hansen to Israel.
His grandson, Yoav Gazit, first joined the company as the CFO and later took his place as a partner. In 1999, Yoav started his own cosmetic distributing business- B4U Ltd. His wife, Anne, joined him shortly after. B4U became the leading company in Israel in direct sales.
In 2005, B4U became a manufacturing company and started to export its products worldwide.
Gali, Yoav and Anne’s daughter, joined the company as the marketing manager.
In 2016 B4U expanded its manufacturing capacity to Slovenia.
Today, the company employs about 100 people and services dozens of clients around the world.