Liam Ben-David is the Founder, President, and CEO of Sutra Beauty under his iBeautybrands corporation, which also includes Soleil Hair-Tools, Adagio California, Infini Therapy, and Selected Cosmetics. Sutra Beauty is a Los Angeles-based beauty brand with a specialty in creating technologically innovative hairstyling tools for stylists and home consumers alike. Since founding the company in 2011, Liam has been incredibly hands-on in product development, R&D, brand marketing, and distribution, combining his entrepreneurial background with his creative mindset to grow Sutra into the industry leader it is today.From the very beginning, Liam has guided his company with two specific mandates: consistently manufacture only the most technologically advanced products on the market, and serve as an industry disrupter by offering products at a consumer-friendly price. After years of meticulous research and experimentation, Sutra was among the very first companies to widely manufacture and distribute hair styling products utilizing infrared technology for minimal heat damage while maintaining professional results. In addition to Sutra being recognized for its innovation in the world of hair-tools, Liam has worked to develop and formulate a new line of hair care products including serums, hair masks, shampoos, and conditioners, and is looking to expand to numerous other avenues in the hair and beauty industries.A dual citizen of Israel and the United States since a young child, Liam was blessed with a multi-cultural background that forever shaped his attitude in dealing with people of all walks of life and has allowed him to assess problems from multiple perspectives. A four-year veteran of the Israeli Air Force, Liam credits his service time for his tremendous work ethic and ability to constantly stay grounded in a highly fluctuating industry.”