PRO Makeup
Be (Be by Shufersal) is one of Israel's largest and most prominent pharmacy and drugstore chains, operating as a major retail destination for health, beauty, and wellness products. Launched in 2018 following the acquisition and rebranding of the New Pharm chain, it features extensive departments dedicated to cosmetics, makeup, and perfume, alongside its core offerings of pharmaceuticals, toiletries, and baby care items. Positioned as a convenient, high-volume, tier-3 retailer, Be is known for its wide selection of mass-market and exclusive international beauty brands across its numerous locations nationwide.