In 1982, the founder established Neue Cosmetic and developed an innovative lotion specifically designed to help cancer patients. This groundbreaking formulation aimed to restore and protect sensitive, damaged skin during rigorous cancer treatments.

In 1987, the Alra brand was officially launched in Los Angeles, marking the beginning of its commitment to delivering effective, safe skincare products. With roots in medical care, Alra set out to provide solutions for patients with unique skin needs.

By the year 2000, Alra’s trusted formulations were adopted by over 200 leading oncology treatment hospitals in the United States, including renowned institutions like the Mayo Clinic and Cleveland Clinic, proving its clinical reliability and efficacy.

In 2008, The New York Times highlighted Alra’s significant contributions to cancer skin care, acknowledging its pioneering role and the positive impact it had on enhancing patient recovery through innovative skincare solutions.

In 2016, Alra’s products were incorporated into clinical care handbooks at top U.S. hospitals, such as Northwestern Memorial Hospital and the University of Michigan, solidifying its reputation as a hospital-endorsed, medically trusted skincare solution.

In 2018, Alra transitioned into the digital marketplace by launching online sales channels. This move made its trusted skincare formulations accessible to a global audience, paving the way for broader consumer engagement.