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Minus417: Empower your Inner Beauty

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Moty Fridman MINUS417

Moty Fridman, founder of Minus417, tells us about proper skincare and inner beauty. 

First of all, how are you and your family doing in these COVID-19 times? 

Moty Fridman: I fell sick myself with together with other five members of our head office after a small party for our marketing manager in the office. It was not too bad, and after ten days we were all back to work in the office or some from home. We learned to appreciate our health these days and to understand the importance of keeping our safety and our workers and clients. 

Tell us about you, your career, and how you founded Minus417.

Moty Fridman: I am a sculptor who loves to create emotional pieces describing mostly people’s relationships and moods. As the founder and creator of -417, I am motivated to empower women to feel better with themselves and to make her a master of her own, giving her a unique emotional experience of beauty. 

How does Minus417 innovate? 

Moty Fridman: Our customers experience different emotional beauty routines that bring happiness and results to the skin’s special textures, irresistible fragrances, and visual results. 

How does the coronavirus pandemic affect your business finances?

Moty Fridman: Costumers are buying more online and learn to trust us more. We invest today much more in the communication with our direct customers and support our local partners more. We learn to be more flexible than ever. 

Did you have to make difficult choices regarding human resources, and what are the lessons learned?

Moty Fridman: We have noticed a lot of changes with humans as the period changed the way a lot of workers think. We see that most of the workers that were released from vacations decided not to come back to work.

How did your customer relationship management evolve? Do you use any specific tools to be efficient? 

Moty Fridman: We use more content on social media.

Did you benefit from any government grants, and did that help keep your business afloat?

Moty Fridman: Yes, we did get some benefits.

Your final thoughts?

Moty Fridman: Corona was a great check for business control. In general, it made a good impact on our business. 

Your website?

Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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