Arugot: Reopening Ancient Wells Through Nature, Faith, and the Desert of Israel
How one family near the Gaza border turned a search for safe products into a mission of wellness, resilience, and redemption
There are companies that sell soap.
And then there are companies like Arugot – born not out of a marketing strategy, but out of conviction.
The story of Arugot begins in the desert regions near the Gaza Strip, where life is shaped by resilience, uncertainty, and an unshakable connection to the land of Israel. It is there, in Moshav Shuvah, that Itay and Esther Lachman chose to build both a home and a mission.
Not because it was easy.
Because they believed it mattered.
That may be the simplest way to explain Arugot.
But it hardly captures the depth of the story.
Because Arugot is not really about soap.
It’s about healing. About rebuilding. About rediscovering the wisdom hidden in nature and ancient roots.
Why have we accepted so many harmful things as normal?
Moving Toward the Border – On Purpose
In 2010, the Lachmans made a decision most people would never consider. Together with six other families, they moved south to live near the Gaza Strip.
The reason was deeply ideological.
For many, the regions surrounding Gaza are associated with danger, rockets, and conflict.
For the Lachmans, they also represent something else:
Continuity. Responsibility. Redemption.
A Mother’s Discovery That Changed Everything
Arugot itself was born after the move south – and, fittingly, it began with a child.
What they discovered shocked them.
Like many parents, Esther began searching for alternatives.
But unlike most people, she didn’t stop at researching labels.
She started making the products herself.
And people noticed.
That organic beginning still defines Arugot today.
The products emerged from real concern, real experience, and real care for family health.
Esther’s Journey Into Natural Healing
Long before Arugot became a business, Esther had already spent years learning about natural wellness from cultures around the world.
During her travels, she witnessed something that deeply impacted her:
When Esther returned to Israel, she immersed herself in learning. She studied homeopathy, aromatherapy, and natural remedies through courses and mentorships across the country.
In 2016, Esther published the first personal homeopathy book in Israel, and it became a bestseller.
The Biblical Meaning Behind “Arugot”
Even the company’s name carries layers of meaning.
Itay references Song of Songs 6:2:
In Hebrew, the phrase “beds of spices” is:
ערוגות הבושם – Arugot HaBosem
The verse resonated deeply with the couple because it reflected their own lifestyle and process.
That philosophy sits at the heart of everything they create.
And then comes perhaps the most important sentence in the entire Arugot story:
Reopening Ancient Wells
As the conversation with Itay deepens, it becomes clear that Arugot’s story cannot be separated from the land itself.
He describes the region through the story of Abraham and Isaac digging wells in the desert.
For Itay, this is not ancient history.
It is happening again now.
Families planting roots in the desert.
Building homes under threat.
Creating businesses despite uncertainty.
Making soap from local herbs while rockets sometimes fall nearby.
More Than Natural Products
Today, Arugot produces all-natural soaps and hygiene products made with local Israeli herbs and spices. Their products are carefully crafted as clean, non-toxic alternatives to conventional products, especially for families seeking healthier choices for their children.
But reducing Arugot to a skincare company misses the point entirely.
Arugot is a story about:
Returning to simplicity in a complicated worldReconnecting modern life with ancient wisdomChoosing responsibility over comfortBuilding life in the desert despite adversityTransforming products into purpose
Behind every bottle, every herb, every scent, there is a family building something meaningful in southern Israel.
Not only for themselves.
But for the future.
Before ending the interview, Itay shared one final message:
In a world filled with mass production and empty branding, Arugot offers something increasingly rare:
A product with a soul.
