About Aylin Shaked

Ilana Shaked, born 1966, Kibbutz Hasolelim, Upper Galilee. Having been educated in Tel Aviv from the age of 7 until the army, Ilana completed standard High school studies with specialty in the geography of Israel and computers. After the army she moved to live in Kibbutz Ein Gedi and worked at AHAVA factory where she was exposed for the first time to the secrets of the Dead Sea minerals. 

When she left the Kibbutz and moved to Jerusalem, she set up stalls, in conjunction with AHAVA, in central locations in shopping malls that sold the variety of AHAVA products. Later on Ilana continued to also sell other Dead Sea products in these stalls. Many people stopped at the stalls asking for a relief for dry skin or for other skin problem. This is how the idea came about of trying to create a unique product that would provide an answer to these customers’ need.

Ilana contacted a chemist with PhD from the Weizmann Institute of Science who specialized in botany and who was famous for the quality of the products. He prepared for professional cosmetics and cosmeticians and asked him to develop a unique formula for psoriasis based on natural Dead Sea minerals and plant extracts.

Ilana learned from the customers about the plants and ingredients which were good and provided relief and asked the chemist to incorporate them too into the formula. Once the formula was completed Ilana headed to the Dead Sea and handed out, free of charge, the cream to people on the beaches of the Dead Sea and who seemed to suffer from psoriasis. She gave them business cards asking them to call after experimenting with the product.

18 months later she already had a finished product and this is how D.S.P was founded. Today the company already has a line of products for skin problems which was launched at the beginning of 2010. Ilana spends most of her time running the company while continuing with constant learning, participating in lectures and conventions on skin diseases, in particular psoriasis. Ilana goes from one pharmacy to another in order to expand her clientele and create a better exposure for her unique products. She also meets dermatologists and customers.

Vision

1. PSOEASY product line is intended for a specific niche target – people who suffer from skin conditions on one hand and who have had enough with what conventional medicine has to offer for psoriasis treatment  on the other hand (steroids and black, greasy tar ointments). Our goal is to lead paramedical treatment for as many skin conditions as possible keeping close contact with our customers and constantly searching for improvement and development of products intended for patients who suffer from various skin conditions and diseases. We conduct such treatments as body psoriasis treatment, scalp psoriasis treatment, knee&elbow psoriasis treatment, hand&foot psoriasis treatment.
2. As this is a cosmetic product which is nevertheless aimed at treating the side effects of skin diseases such as psoriasis, which have so far been treated by steroid medications, we are unable to indicate that the product is intended to treat skin problems. We conducted a clinical trial evaluating the efficacy of the Active cream, and intent to extend our clinical research in the field to prove that the product is significantly efficient. To that end, first steps are currently being taken for approving a clinical research to be performed by a dermatologist who is highly known and familiar by Israeli dermatologists.
3. Opening a treatment center in Israel that would allow patients to be treated with nature-based products.
4. Building a Research and Development (R&D) department for the development of additional nature-based products that would provide a natural solution to skin diseases.