Our Story

FOURTHIRTY began with a question: what if the most powerful skincare minerals on Earth weren't imported from somewhere far away, but drawn from the ground beneath us?

At -430 metres below sea level, the Dead Sea sits at the lowest point on the planet — and holds one of the richest natural concentrations of skin-essential minerals anywhere on Earth. We grew up beside it. We decided to build something worthy of it.

The idea

Most "Dead Sea" products stop at the name. We wanted to go further: to extract the minerals, purify them to their cleanest form, and stabilise them with active ingredients of the highest grade — biomineral formulas that actually perform, made with the precision the source deserves.

What we stand for

Restraint over noise. Evidence over hype. Rituals over routines. We make a small range of considered products — for skin, hair, and body — designed to work together and to earn their place on your shelf.

Where we are

Born in the Jordan Valley and made for the region, FOURTHIRTY is shaped by the light, heat and water of this part of the world. We're only at the beginning.

The lowest point on Earth. The highest standard in self-care.

The Origin

The Jordan Valley sits at the lowest point on the surface of the earth. The air is denser here, the light arrives filtered, and the water holds one of the highest mineral concentrations found anywhere on the planet. It is an extreme place — and extremity is exactly what skin responds to.

The Purpose

FourThirty was built on a simple refusal: nothing in the bottle for show. We take the purest forms of Dead Sea minerals and pair them with bio-active ingredients chosen for what they actually do — then we stop. No filler claims, no inflated routines, no fluff. Every formula has to earn its place by results alone.

The Promise

We call it a commitment. You can call it the standard, raised.

−430m below sea level. Above the standard.