• Darren Gladstone

#60 of 100 - MYOR

No. 60 of #100israelistartups is MyOR

The prevalence of allergic diseases is on the rise worldwide in both developed and developing countries.

This increase is especially notable in children. Atopic dermatitis (Eczema) and food allergies are two related immune conditions that have tripled in prevalence over the last 25 years. Eczema now affects around 1 in 5 children while food allergies affect 1 in 12 children globally.

It can cause hospitalizations and has been responsible for numerous fatalities. Moreover, food allergies pose a considerable burden on patients and their families, and a substantial economic burden on the health service. In light of this, awareness and early diagnosis are critical to providing an infant and parent-friendly solution to mitigate risk.

Skin Deep Solution

Enter Israeli start-up MyOR, who are dedicated to delivering preventive care to at-risk children and adults.

Leveraging over thirty years of experience in skin research, MyOR uses skin as a predictive platform. Their technology analyzes personal skin biomarkers to gain an understanding of any prevailing health issues and provide customized care solutions.

Nurture and Nature

The company has launched its Nurture Way product that works with healthcare providers to identify whether a child is at-risk of developing allergies and offers the NURTURE Way program to guide parents through their child's critical first year of development.

NURTURE is a revolutionary healthcare breakthrough in the field of allergy prevention. MYOR developed the technology to determine which babies are at risk of developing allergic conditions - from birth. NURTURE assesses the integrity of a baby’s skin and how it reflects their health.

Easy as 1, 2, 3

NURTURE works on a simple 3-step process:

First, based on a questionnaire and a noninvasive skin test administered by a healthcare provider, NURTURE assesses the baby’s risk of developing atopic dermatitis and food allergies.

Second, parents and healthcare providers receive clear insights and understandings of any risks to the baby.

Third, NURTURE offers a complete, personalised plan to support parents and babies, using research-backed interventions, including recommended skincare and food products, allergen-containing recipes and personalized recommendations.

Michael Brandwein, Co-Founder and VP R&D told us:

"Our growing understanding of what causes allergies, along with the development of advanced and accessible AI technologies, makes 2021 a turning point in our journey towards eliminating food allergies.

We were surprised by the gaps between the scientific data that is out there and what HCPs and parents are educated to do. This is why it is so important to raise awareness of their child's risk profile. Not only that but also to allow parents and health providers to take control and mitigate that risk”.

2Scots is delighted to support MyOR as part of our #100israelistartups initiative and wish Michael, Idan, Ariel, Inbal and all the team huge success in the future.

If you would like to nominate your company to be one of our #100israelistartups, please email

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