Israel’s rat race is as hectic as any bustling metropolis. Just ask Katerina Yoffe-Larden, who owned with her husband, Nisso Larden, an online advertising agency in Tel Aviv for 14 years, helping brands such as Nissan and Christina Aguilera fragrance with their social media, creative and media buying tasks.
So when she was approached to sell her company, she didn’t think twice, and the couple moved to the US and had their second child. Soon Katerina started thinking about her skin, and how when she traveled or got ready in the morning there wasn’t really a regimen that met her needs, especially since so many brands required multiple steps and products. She also drew on her childhood days of growing up in Latvia where everyone used honey as a remedy for everything from hair treatments to masks.
Now based in Colorado, Katerina began re-exploring the world of honey, and especially propolis, and how it could work in a line of beauty products.
“Propolis is made by bees for their own use. For example, if there’s a hole in the beehive, they will seal it with propolis. Or if there’s an intruder like a mouse, they will cover him in propolis. Bees also seal the queen’s babies in propolis to protect them. Propolis has been used for centuries as a natural antiseptic and antibiotic, used first by Egyptians, and then the Romans in battle. It has many great properties and it helps skin generate new cells faster. Propolis believe it or not, is a natural ingredient to treat acne as well.”
Learning about the power of honey and propolis, Katerina and Nisso decided to create a skin care line around these ingredients. Today, there are 17 items in Hey Honey, a company that is just two years old, with some star products including the Take It Off Exfoliating Honey Peel Off Mask and Good Morning Honey Silk Facial Serum.
The gel mask, which is infused with honey extract and AHAs, looks to instantly brighten skin after just 15 minutes. A light moisturizer should be applied before and after the mask.
“I remember watching my mom do peel off masks when I was younger. But then they went away. I wanted to bring them back with honey as the focus. It gives skin an amazing boost by exfoliating dead cells and leaving skin soft and radiant,” Katerina said.
The serum is formulated to provide a smooth and glossy appearance to skin and uses honey, sea buckthorn oil and vitamins A & E. “We have gotten huge buzz with Good Morning. As all of our products there is more than what you see, and they all serve more than one purpose. It’s not just a serum to make skin look better but it’s also an under-makeup primer, leaving the skin silky smooth for the day and seals the powder for hours,” added Katerina.
Items such as Propolis & Honey Hand Cream, 911 Rapid Skin Relief Propolis Pro-Gel and Walk the Walk Propolis Foot & Heel repair are also making waves with consumers.
Partnerships with Ipsy have yielded more than 19,000 reviews of Good Morning , which led to huge exposure and purchases.
Several more items will be added to the existing 17 in the next few months, and a hair collection is being launched in 2016. Hey Honey is sold on its website, as well as on dermstore.com.
Price points for the masstige brand hover in the $25 to $40 range.
Social media plays a big role in Hey Honey’s cult following as it is a straight-forward and active social brand.
“We are very active on Instagram—we manage it ourselves to keep it personal and we are sure to read every comment and every desire of our customers. People love that we post specials and giveaways, but mainly they like learning about the product benefits and seeing images that our followers create for us. Every person who tags us we read, and try to answer.”