More than 25 years ago, it was difficult to find lotions, creams, or balms that truly benefited the health of the skin. We aimed to create products that genuinely promote healthy skin without leaving a sticky, slimy, or greasy residue.

When we ventured into the skin care industry, we were committed to doing it right. Our products would be devoid of any sticky, slimy, or greasy residue, and we would only produce vegan, cruelty-free items.

While establishing Awakening Mineral Skin Care, we also made the decision to go all-natural and focus on one or more minerals known for their skin-healing properties. Magnesium, a natural anti-allergen, became our signature ingredient. We chose to obtain our magnesium from the Dead Sea, which has the highest concentration of minerals on earth.

We had to decide whether to make the products scented or unscented. We ended up choosing scented because some natural ingredients we wanted to use for their skin-healing properties also happened to have pleasant aromas, such as myrrh, ginger, cinnamon, lavender, and lemongrass. Luckily, we were able to make the aromas fade away quickly after application. Our products also have textures that disappear rapidly into the skin, leaving a silky smoothness. Additionally, we included healing botanical extracts such as yerba maté, arnica montaña, and narcissus tazetta (the biblical Rose of Sharon), each with its own unique attributes.

Our Awakening family isn't particularly large

We were founded in 1994 and started with a small family:

  • Rob Hardwicke, co-founder of the company who retired in 2024, along with brothers Bob and Marty Fischer, has been the president and full-time instigator for decades (along with his spouse, Maryann, who's hand-labeled a gazillion Awakening products!)
  • Suzanne Layden (plus Pippin, the company Norwich terrier) have kept our customer service, website, and accounting systems running smoothly
  • Tim Alexander (aka "TJoe") is the mellifluous, calm voice of our inside sales force
  • Jean-Yves Slon, an accomplished jazz musician by night, remains preoccupied with production matters by day, and, last but absolutely not least
  • Shlomi Soloman, Awakening's gifted chemist at the company's tiny, boutique 'kitchen' lab in Israel

Now, with the new head, Richard Burroughs, who has admired Awakening's products for over 20 years!

Awakening is a California corporation (officially known as "Olim Industries of Israel – North America, Ltd.") located in Livermore (used to be located in the counter-culture hamlet of Canyon, CA (population 250), tucked away - some would say "invisible" - in a canyon of redwood trees near San Francisco.)

Awakening now enjoys the enthusiastic support of thousands of consumers and retailers (just read some of the customer reviews for Awakening on our website or Amazon.com — we couldn't have made up comments as wholeheartedly supportive about what our products do for skin, how committed our customers are to the Awakening brand, or such things as "…the customer service you provided is second to none")!

  • Low Price Guarantee

    It is our commitment to provide you with the best value, at the best price. We value your business and strive to keep our prices low, and SAVE you money!

  • Privacy Policy

    We value your privacy. Please view our Privacy Policy for complete details on how we use our collected information.

  • Security

    This website is protected with SSL (secure socket layer) encryption, the highest standard in Internet security.