New York’s Nolita neighborhood is getting a taste of the Mediterranean thanks to Maapilim (pronounced mah•pi•lim). The beauty brand, hailing from Tel Aviv, has opened their first ever brick-in-mortar, in the form of a pop-up shop, on Elizabeth Street.The brand, which was developed for men, but women can happily indulge (everything smells divine), was started by husband-and-husband team Jonathan Keren and Doron Baduach, who have bottled up the Mediterranean’s natural bounty into a line of grooming products. Each product harnesses various essential oils and extracts from the region to have men and women putting their best skin forward.
The brand transformed their New York showcase, with the help of Telavivian firm Craft & Bloom, into a calming oasis with glistening stones, white-washed walls (it feels like you are in Santorini) and pottery that was commissioned from Avi Ben Shoshan, an Israeli-based artist. In order to make your shopping experience as blissed-out as possible, they worked with Endel to create personalized sounds that induces a sense of calm—it is said to improve concentration and decrease anxiety.
The range, which can also be shopped online, started with a beard oil that Jonathan made in a small batches, but eventually his friends and their friends got word and it spawned into a full-fledged business. Products include a Body Cream that is enriched with sweet almond and olive oil; the All Purpose Oil blends scotch pine oil to tame redness and the Facial Mud Mask incorporates Dead Sea mud to rid the skin of its impurities.
The pop-up shop runs through April 28th, so if you are in the area definitely stop by.
Location: 251 Elizabeth St. Nolita, New York
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Photography by ROSE & IVY