Be

Be is a prominent Israeli drugstore chain and a subsidiary of the Shufersal Group, which was officially rebranded from New-Pharm in 2018. Established in 1991, the company operates as a mass-market retail shop, offering a comprehensive range of products including prescription and over-the-counter drugs, health and baby items, and a significant selection of cosmetics and perfumes. The chain is known for introducing exclusive international beauty brands to the Israeli market, such as Pretty by Flormar and Catrice, alongside its own private label products. The Eilat branch, located in the Queen of Sheba Mall, serves as a key destination for both locals and tourists seeking accessible beauty and wellness products.