The wow Cosmetics brand was founded in 2005 with the primary aim of introducing quality cosmetics products at competitive prices – expanded rapidly and quickly became the cosmetics brand with the largest number of stores in Israel. Without an advertising budget it became a well-known brand in Israel  bringing a significant change to the cosmetics market.

According to Globes, the Fiver-owned WOW Cosmetics is set to expand its retail offering in Israel with the opening of four new stores within major malls.

The stores will open in Malha shopping Mall in Jerusalem; Azrieli Mall in Tel Aviv; Rishonim Mall in Rishon Lezion; and Ra’anana’s Rananim Mall.

Shay Tangi, CEO of Fiver, stated, “WOW has excellent, high quality products, and we are adding to them the aesthetics and presentation that can provide a buying experience and better use.”

Source: Global Cosmetics News.