what is Be fine?
You are! Be fine is the idea that beauty is about how you feel and how you live-and it all starts with what you put on your body AND in your body.

Before there was
a beauty industry,
what did smart
women use to
keep their skin
healthy?

Who would have thought I would be in the beauty products business. In 1936, my mother studied with Helena Rubenstein in Vienna before immigrating to the US. When she arrived in New York she tried to get a job giving facials in a beauty parlor. They told her that facials would never make any money because the process took too long. They told her to go to 5th Avenue but her English was not good enough to make it there.

Here we are in the new millennium: 2008. I started Be fine for her and I didn't go to pricey 5th Avenue. Even though these products could have entered the market place in high priced stores, we made sure these incredible products could be purchased by anyone in an everyday place.

We went one step further: We made sure that these products work beautifully, have the highest performing ingredients, and are easily used and understood by your skin. Most importantly, everything in our products comes from nature (vegetable or mineral), everything in our products are used by the skin to nourish and mitigate stress, everything in the way we make our products is in sync with the earth. We never put anything back into the earth that wasn't there in the first place?

We have been very fortunate to enter the market place with a bang and get terrific feedback from the people who have used the products. Just go to the befine.com and visit our Soap Box.

I am an outsider to the beauty industry, but an insider when it comes to being a responsible woman who makes things that people can enjoy and benefit from. I believe my products live in sync a purpose that answers to a higher authority.

So what is it that I really hope for? I hope that through making these products, I will start a dialogue in the community of women. The Be fine Food For Thought Club is my realization of that dialogue. Make it yours!

Who said I couldn't do it? So now it's up to you. Join me. Make it work. Live your dream and Be fine!

Respectfully
Florence Sender