50 Years of Smarter Solutions
Our story began nearly 50 years ago, when we upended the hair removal space as the inventors of the very first epilation device. Epilady has been synonymous with smooth skin ever since, with 50 million products sold to date. We’ve been disrupting the beauty space from the very beginning by offering smarter, more effective solutions that get to the root of hair removal.
There Had to be a Better Way
As new technologies emerged, we became dissatisfied with the state of laser hair removal. Clinical lasers were expensive and intimidating. IPL devices wasted 99% of their energy on the skin’s surface, causing burns, irritation, and hyperpigmentation on darker skin tones. We knew we could do better. Much better. So, we set to work.
The Future is Precise
After seven years of research and development, our talented team of scientists, engineers and dermatologists unveiled Epilaser, a revolutionary laser hair removal device that targets hair follicles with ultra-focused precision, leaving skin untouched. Epilaser is powered by worldwide patented SPOT™ technology. Smart Precise Optical Targeting uses an HD imaging system and smart microcomputer processing to automatically identify, isolate and eliminate up to 15 hair follicles at once.
Free to be You
Epilaser delivers gentle, permanent hair removal for all skin tones in the comfort of home. As champions of inclusivity, our mission is to empower anyone and everyone who wants to feel the confidence of luxuriously smooth skin. We’re passionate about what we do, we’re proud of where we’ve been, and we’re excited about what’s next.
Our Story
1984 to 1985
Inventors Menachem Baruch, Yair Dar, and Shimon Yahav produce the first epilator prototype, initially named Soft & Easy. Patents are registered in 32 countries.
1985 to 1986
Brauch, Dar, and Yahaz secure a production contract with the Mepro factory in Goshrim. Production begins.
1986
Soft & Easy teams up with standout cosmetics firm, Helena Rubinstein Company, and pioneering ad agency, Arieli.
July 1986
The world’s first epilator is launched to immediate acclaim.
1987
The product goes global. The beauty industry is disrupted worldwide as consumers discover a superior alternative to shaving.
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1987 to 1988
The team is reminded that imitation is the highest form of flattery as scores of imitation products and inferior counterfeits spring up across the globe.
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1989
Revenue surpasses $100 million. New product lines are released, and production is greatly expanded, with factories added in Spain and Brazil.
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2014
The first generation Epilaser device is launched, instantly upending the beauty industry.
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2025
Epilaser takes the U.S. market by storm. It’s named by Vogue as one of the ‘Best At-Home Laser Hair Removal Devices’ on the market. Oprah Daily names it among their ‘Favorite Laser Hair Removal Devices’.
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Our Mission:
Freeing everyone from the pains of traditional hair removal methods.
Unapologetically pursuing the best version of ourselves
Using revolutionary technology to make life effortless.
Proud to be part of the
family
Making Razors Jealous Since 1986
Epilady debuted the world’s first home epilation device nearly 50 years ago, and we’ve been disrupting the industry ever since.
Shaving causes bumps and irritation. Waxing is painful and time consuming. Clinical estheticians are costly and inconvenient. Epilady exists to give you a BETTER option. Sorry, not sorry.
Kiss unwanted hair goodbye forever with an Epilaser
Your Personal Beauty Concierge
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