Our story
From Jordan to more than 53 countries, La Cure built its identity on minerals, manufacturing discipline, and export-ready quality.
The brand story combines local resource stewardship with a global ambition to make Dead Sea care accessible, credible, and commercially reliable.
Company background
A dynamic Jordanian business at the forefront of regional skincare.
Jordan Company for Dead Sea Products grew through local, regional, and international market expansion, supported by qualified management and a skilled team.
Its quality-management commitment led to ISO 9001 certification, while product compliance in multiple markets aligned the business with EC and FDA expectations.
The company continues to frame the Dead Sea not only as a natural resource, but as the foundation of a long-term beauty and wellness proposition.
Timeline
Major milestones in the La Cure journey.
- 1994: Establishment of Jordan Company for Dead Sea Products.
- 1995: First international market entry in Finland.
- 1996: Production facility upgrade and participation in the Dead Sea Marathon.
- 1998: International awards for trade name and quality.
- 1999: ISO 9001 certification.
- 2000: Membership with the Amman World Trade Center association and recognition from the American Embassy in Jordan.
- 2001-2003: Additional international awards, US FDA approval, and EICC membership.
- 2013-2017: Super Brand Award, EU Product Information File compliance milestones, and a refreshed La Cure brand image.
Vision, mission, and values
A global Dead Sea care brand grounded in quality and accessibility.
Vision: to be a leading international provider of natural cosmetics and personal-care products from the Dead Sea, contributing to health, beauty, and everyday wellbeing.
Mission: to offer women and men worldwide effective and safe Dead Sea cosmetics while responding to diverse beauty and health needs.
- Quality in products and excellence in processes.
- Integrity in all dealings.
- Clients come first.
- Global vision with local support.
- Support for local communities and Jordanian export strength.
Strengths
Why the business position remains durable.
- High-quality products at accessible prices.
- Strong client servicing.
- Recognizable brand name and repeat consumer base.
- Effective formulations for therapy and beautification.
- History in international markets and compliance with international standards.