March 30, 2023 at the Cube exhibition space.The presentation of the minus 417 brand took place in Moscow.

The event was attended by experts in the beauty industry - famous bloggers and representatives of leading media, such as Marie Claire, The Voice, U Magazine, The Blueprint and Buro 24/7, among others.

After welcoming remarks from Evgenia Artamonova, marketing director of MBG Beauty, which is the exclusive distributor of minus 417 products in Russia, Moti Friedman, the founder of the company, a true expert on the subject of beauty and art, stepped up to the podium.

The story behind the brand's creation and its name were shared, as well as the presentation and demonstration of some of its best-selling products, including a magnetic mask for instant skin transformation using Dead Sea mud, a Cinderella Lifting mask "60 seconds", a moisturizing toner with minerals, and a collagen filler that promises instant skin transformation.

After the presentation and meeting with Moti Friedman, guests toured the exhibition and participated in a creative workshop on creating a self-portrait inspired by the early sketches of the artist.

In addition, light refreshments were served as a treat.

The event was designed to showcase the brand's philosophy of transforming the external appearance while restoring internal balance through the use of nature-inspired formulas.