The "Epilady" Story

Mepro, the company behind the "Epilady" trademark, is located in the Upper Galilee, the northern part of Israel. In 1986 the company launched the first electric hair remover, pioneering the most significant revolution ever in the field of hair removal. Within a short period, Epilady secured its leading position in the international bodycare market and, since 1986, has sold more than 25 million units. Epilady's unprecedented success was introduced as a text-book example for marketing new products, and its story captured the public's imagination. Mepro expanded by leaps and bounds, and its amazing growth was recognized by both the local and international media. Listed as one of Dun and Bradstreet's 100 largest enterprises in the country, Mepro consistently received Annual Export Awards. In May 1989 the Company was cited as "Outstanding Israel Exporter of 1988", receiving the prestigious Export Prize from the country's President.

Working innumerable extra shifts to keep up with sales, the company soon established additional production sites way beyond the borders of Israel, from the Far East to South America. The Epilady hair remover became a worldwide necessity, from Chile to Scandinavia and Japan, and even changed the hair-removal habits of the U.S.A. market. The company fought to defend its intellectual property against the inevitable emergence of competing products and outright infringements. "Epilady" became the generic brand name for electric hair removers. The established international giants in the field of hair-removal and bodycare eagerly moved in to share the profitable market Epilady had created single-handedly.

Mepro underwent major changes in the 1990's, expanding its beauty and bodycare range and diversifying its line of products with Epilady's "Hygiene Products" led by the innovative "Robi Comb" electronic lice comb, whose tremendous success began in the U.K. and spread to France, Italy, Belgium, the U.S.A. and Australia. Mepro's "Epivet" division used the same principle to develop the "Flea Zapper" electronic flea comb, now marketed world wide. Both products are based on "Green" concepts, are non-chemical and easy to use. In the body and beautycare field, Mepro continues to market the "Aquatrim" water-propelled shower massager, the "Ladysauna" personal facial sauna, and the "Epissage Twin" flexible twin-head massager.

In the hair-removal sector, Mepro upholds its motto: "Epilady -- the Future in Body Care". The company closely follows consumer trends via extensive market research programs and constantly supplies feedback to its R&D team, producing a flow of consistently exciting new products. In 1996, Epilady introduced the "Discrette", its first disc-operated epilator, and the "Lady Wax" roll-on system wax epilator. Today, all applicable hair-removal methods are catered for, with Epilady's new products to be launched during 1999 ranging from the "Legend" ultimate combined disc epilator and shaver, to the "TweezEpil" electric tweezer for permanent, painless hair-removal, the "FaceEpil" unique kit for clean wax hair-removal from the face and other delicate areas, and the "Rolleg" exclusive heatable roller kit for use with all cold-wax strips. Epilady's earlier and current models continue to find new markets all over the world. You are welcome to get to know our lines by visiting our products pages here at this site!

Meanwhile, Mepro's skilled workforce ensures that the company's Quality Management System complies with the rigorous ISO9002 international Quality Management Standard.

Throughout the world, Epilady's products have created immense international interest at the numerous exhibitions in which they have participated. The 1998 sales results indicate further healthy growth, ensuring Epilady's continued success and the company's support of its worldwide marketing network.