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About us

Our hair is much more than appearance. It's an expression of strength, confidence, and self-love. When our hair feels healthy, shiny, and well-groomed, we feel our best.

Our products were specially developed to address these needs, combining professional formulas with advanced technologies and natural ingredients with proven benefits for strong, healthy hair, such as argan oil and castor oil.

At PROHAIR+, we believe hair care should be a luxurious, high-quality, professional experience. All of our products are developed and manufactured in Israel, in leading factories specializing in professional hair products for hairdressers, adhering to the highest standards of quality, so you get salon results, even at home.

PROHAIR+ — TREAT YOUR HAIR LIKE A PRO

Behind PROHAIR+ stands the expertise and legacy of A.P.I. Churi Distribution, one of Israel's leading import and distribution companies, bringing the highest standard of professionalism and quality straight to your hair.

Join our journey!

A.P.I. Hori Distribution, founded in 1978, operates with leading retail chains and private stores throughout the country, and brings the best brands to the Israeli consumer – including international names from L’Oreal, Snow, Unilever, Diplomat, Shestovich and more. Alongside importing international brands, A.P.I. Hori has developed over the years more than 20 private brands, with the aim of enabling consumers to enjoy high-quality, innovative and accessible products – without compromising on performance, user experience or professional standards. With decades of experience, extensive connections and expertise in the local market, A.P.I. Hori continues to set a high standard of professionalism, reliability and availability – and from this vision the PROHAIR+ brand was also born.
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