Day: July 30, 2026

By: Natalie Johnson

One thing that Shlomo Assa consistently emphasizes is the importance of the following steps in any endeavor. They are not an inspiring phrase. Listening. Observing. Analyzing. Understanding the mechanism of the problem before trying to solve it. And then be inventive. This algorithm is what his career is made of.

Entrepreneurs usually learn one or two of these skills very well. Assa has practiced them all for decades in succession in different industries.

Assa graduated from Tel Aviv University with a Master of Science degree in Lasers and Optics. He holds a Bachelor of Science in Mechanical and Electrical Engineering from Technion in Haifa. The knowledge and experience he gained at school are just the prerequisites of the true lessons learned.

They were obtained through working in the field of industrial and pharmaceutical laser applications. Assa had to code systems for tracking items on production lines and develop HD laser imaging technology now used by manufacturing companies. Thus, he got a unique ability to understand a problem based on its mechanism, and not its appearance.

This approach has been reflected in building his companies. Four of them have emerged as solutions to a particular technical problem that Assa noticed through observing. Each startup was bought by buyers because they understood the main value was in the underlying invention. An example of such a startup is LaserInk, which was acquired by Dover Corporation. Exits are just proof of his approach in addition to the business model.

Assa has demonstrated the full potential of his algorithm in Syneron-Candela, where he worked as a General Manager and Chief Technology Officer, driving product invention and clinical marketing across the portfolio. Platforms CO2RE and PicoWay that he developed are used for facial rejuvenation in clinics around the world. GentleMax Pro Plus, which he launched at Candela, gave doctors another option for laser hair removal. The reception of these products, both commercially and medically, is the most visible part of Assa’s career path, though he says the same process happened for decades before in less noisy environments.

Nowadays, Acclaro Corporation and UltraClear Laser are just two more proofs of this methodology. According to Assa, the aesthetic industry has already accumulated great technical skills over the past twenty years and uses them increasingly narrowly. Questions about aesthetic technology are no longer ambitious enough, and there is still too much distance between patients’ expectations and what the devices can really offer. That is why Acclaro focuses on bridging the gap particularly in total skin health and longevity.

The lesson of all this is not related only to lasers or medical aesthetics. Working hard is important but not sufficient on its own. The only difference between industry-disrupting companies and other companies is in the quality of the initial question asked. Across his career, Assa has always asked better questions than the market could expect. Now, the result is Acclaro.

Disclaimer: This article is intended for general informational and editorial purposes only. It does not provide business, investment, medical, dermatological, cosmetic treatment, or professional advice, and it should not be relied upon as a substitute for guidance from a qualified professional. Any discussion of lasers, aesthetic technology, skin health, facial rejuvenation, laser hair removal, medical devices, business ventures, product development, or entrepreneurial outcomes is provided for general context only. Treatment suitability, clinical results, business performance, acquisitions, and market outcomes can vary based on individual circumstances, professional evaluation, regulatory requirements, and other factors. Readers should consult qualified medical, legal, financial, or business professionals before making decisions related to aesthetic treatments, medical technology, investments, or business strategy.