Bar Refaeli is doing it again. The model and entrepreneur, who in recent years has become one of Israel’s leading businesswomen, opened a new pop-up for her skincare brand Livelle at the James Richardson Duty Free store at Ben Gurion Airport. But this is not just any pop-up – she brought with her something completely new that you haven’t seen yet, and that will be sold exclusively only there. Ready to hear?
Anyone who thought Bar Refaeli was content with a dazzling modeling career was mistaken. The Israeli, who has already proven that she knows how to do business no less well than she knows how to step onto a photoshoot set, opened the first pop-up for her skincare brand Livelle – and specifically at duty free. Why there of all places? Bar explains: “Duty free is much more than a point of sale, it’s an international showcase. This is an important milestone that strengthens the brand’s international potential.”
What’s special about the new stand?
The pop-up, which will operate until February 9, is designed in the minimalist and luxurious style that characterizes the brand. But the really interesting part is what Bar brought with her: A new CC cream that combines skincare and makeup in one product. In simple terms – it’s a face cream with light coverage that gives an even, radiant tone, saves you a step in your morning makeup routine, and still provides daily protection for the skin. And the best part? At this stage, it will be sold only at duty free.
In addition to the new cream, the stand features the entire Livelle skincare line – products that are numbered according to the order of use, so there’s no way to get confused. The idea is simple: A smart skincare routine that doesn’t require you to be a cosmetics expert to understand how to use it.
Shani Inbar Kriti, Vice President of Marketing at James Richardson Duty Free, explains why this collaboration makes sense: “This is a natural connection that allows us to present a strong Israeli brand to a diverse audience – both Israeli and international. It enriches the shopping experience for travelers.”
And indeed, anyone passing through duty free over the coming month will be able to see the Israeli brand standing proudly alongside international luxury brands. For Bar Refaeli, this is another step on the way to turning Livelle into a global brand – and it seems she knows exactly how to do it.
So when are we heading to duty free?
The pop-up will operate from January 5 until February 9, and if you’re flying during this period – it’s worth stopping by. Even if only to see how one Israeli woman does it right.