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“From a company that focused on the development, sales, and marketing of laser systems, we’ve become in recent years a global leader in the field of medical aesthetics,” explains Lior Dayan, CEO of Alma, about the company’s transformation into a key global player across broad segments of the medical aesthetics industry. Today, Alma holds the most comprehensive solution portfolio in the market—featuring award-winning laser technologies, AI-based diagnostics, world-leading injectable brands, and advanced skincare products—offering a fully personalized end-to-end treatment journey. “The ability to integrate technologies and accompany the patient throughout the treatment journey creates significant added value, and we’ve developed the tools to deliver that value,” says Dayan.
One Out of Every Two People Has Had an Aesthetic Procedure
The global medical aesthetics market is growing rapidly, projected to reach around $100 billion annually, according to various market studies. Alongside innovation, Dayan believes the rapid growth is driven by aesthetic treatments becoming an integral part of our quality of life, shifts in consumer demand, and rising patient expectations and standards.
“A global study we conducted in partnership with Sapio Research revealed that one out of every two people has undergone an aesthetic procedure. Surveying 14,000 consumers across 14 countries, the research identified laser hair removal, acne treatment, and skin rejuvenation as the most common treatments.”
The rising demand has also impacted the number and type of treatment providers. “Many doctors are joining the field and looking to differentiate themselves. Where the field was once dominated by plastic surgeons or dermatologists, today many more disciplines are joining in—making competition between clinics fiercer than ever.”
What has changed from the patient’s perspective?
“They now know what to expect and demand something different. For example, they expect multi-technology treatments that offer better results and a more personalized experience.”
This situation, according to Dayan, requires physicians to stay up to date with new technologies, focus on patient experience, quickly adapt to new trends, and build long-term relationships with their patients.
Exceptional Clinical and Business Value
Alma was founded over 25 years ago and has become a leader in medical aesthetics in Israel and major international markets like the U.S. and China. The company operates 12 subsidiaries across wide geographical areas, and its products are sold in over 100 countries worldwide. Alma’s platforms have been used in over 50 million treatments to date and have introduced groundbreaking innovations that became global brands, such as: Soprano Titanium, an advanced laser hair removal platform, Alma Harmony, the first multi-application platform of its kind for aesthetic and rejuvenation treatments as well as scar treatment; and Alma Hybrid, a breakthrough technology in the treatment of scars.
“Our innovative treatment approach, combining broad solutions throughout the entire aesthetic journey, enables a truly personalized match for each patient’s needs. This represents a breakthrough in aesthetic care—one that offers not only clinical value but exceptional business value for clinics. The market is saturated with solutions, supply is increasing, and clinics need guidance. Our solutions help clinics stand out, respond to patients’ dynamic demands, and allow physicians to build long-lasting client relationships.”
Is this relevant across all your international markets?
“Absolutely. While each region has its own pace and characteristics, our DNA stays the same,” says Dayan.
“The U.S. leads in trend adoption and sets the tone for the global market, while APAC holds the highest growth potential. Our goal is to create a unified brand experience so that a client in New York, Berlin, Tokyo, or Shanghai feels the same value—not a generic product, but a precise, integrated, and personalized treatment powered by intelligent diagnostics, along with a uniquely tailored experience.”
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