Merci Baby Launches BLOOM Dead Sea Life

On Saturday, November 15, the Canadian Cosmetic Cluster was proud to be on site at Lavelle in downtown Toronto to support the official launch of Merci Baby, the new beauty importer founded by Kash Atay. With a vision to spotlight cosmetic brands from the Middle East and other emerging global regions, Kash curated an intimate evening that brought together industry professionals, media, and beauty lovers. Against the backdrop of the Toronto skyline, Merci Baby introduced its first partner brand to invited guests: Bloom Dead Sea Life, a Jordanian skincare company that has been crafting mineral-rich Dead Sea products for more than 30 years.
Bloom Dead Sea Life, part of Bloom Dead Sea Gift Enterprise founded in 1993 in Jordan, specializes in natural health and beauty products based on Dead Sea mud, salts, and minerals, operating under the brand BLOOM Dead Sea Life. Guests at the Lavelle launch had the opportunity to discover mud masks, mineral soaps, body scrubs, and targeted hand and foot care while learning about the unique mineral composition of the Dead Sea—more than 25 naturally occurring minerals and trace elements known for their skin-conditioning and therapeutic benefits. 
For the Canadian Cosmetic Cluster, the event was an opportunity to do what it does best: connect. Throughout the evening, Cluster representatives met with Merci Baby, Bloom Dead Sea Life, and local beauty professionals to discuss distribution pathways, retail partnerships, and regulatory considerations for bringing Dead Sea–based products into the Canadian market. The Cluster helped contextualize Bloom’s offering within the broader Canadian skincare landscape, highlighting the growing interest in mineral-based, nature-derived formulations and the demand for authentic stories tied to place and tradition.

The Cluster’s presence also underscored its ongoing commitment to supporting international brands and Canadian intermediaries—like Merci Baby—as they navigate entry into Canada. By being on the ground at events like this launch, the Canadian Cosmetic Cluster can identify synergies between importers, retailers, spas, labs, and distributors, and help ensure that innovative brands from regions such as the Middle East find a sustainable, well-informed path to Canadian consumers. These conversations at Lavelle laid the groundwork for future collaboration on education, training, and market development around Dead Sea ingredients and Middle Eastern beauty more broadly.
As Merci Baby begins building its portfolio, starting with a seasoned heritage brand like Bloom Dead Sea Life—already active in multiple markets and duty-free channels—sets a strong precedent. For the Canadian Cosmetic Cluster, supporting this launch is part of a larger strategy to champion global beauty in Canada: helping bridge cultures, showcasing underrepresented regions, and ensuring that brands entering the country do so with the right knowledge, partners, and positioning. The Cluster looks forward to continuing to work with Merci Baby, Bloom Dead Sea Life, and future international partners who see Canada as a key market for growth.