Renowned aesthetic brand 'American Laser' to cease operations

This marks the end for one of the most prominent brands in Israel's aesthetics and beauty market. After a long period of economic crisis, heavy debts, and unsuccessful rehabilitation attempts, the 'American Laser' brand is being completely phased out and merged into the 'Care' chain.

The company previously faced a major collapse with debts exceeding 110 million shekels, largely due to a 'lifetime hair removal' business model that proved unsustainable. In October 2025, the 'Care Medical Services' chain acquired the company for 7 million shekels, but management now admits that the recovery efforts have failed.

Since the acquisition, significant sums were invested in advertising and rebranding, including a campaign featuring Noa Kirel. Despite these efforts, the public did not return to the brand, and the campaign drew criticism from customers harmed during the initial collapse.

CEO of Care Laser and American Laser, Tsach Harari, admitted that this was a difficult decision made after incurring losses of tens of millions of shekels.

'None of the customers will be harmed, and they will continue to receive services in full without interruption,' stated Tsach Harari.

The chain clarifies that this is a gradual merger, after which all operations will run under the 'Care Laser' brand. Regarding branch locations, some will be moved to existing 'Care' branches, while others will remain in former 'American Laser' spaces depending on capacity. In most cases, customers will only need to visit a new address within the same city. Most employees will retain their jobs and be integrated into the merged network.