Kabbalah is the new Scientology "The Rav" - Born Feivel Gruberger in Brooklyn, was an insurance salesman before leaving his first wife and children to reinvent himself as a modern spiritual guru. He runs the Los Angeles-based Kabbalah Centre. When Berg blesses ordinary spring water, it apparently becomes "infused with kabbalistic meditation . . . for healing, well-being and rejuvenation" - qualities that are neatly marketed in his exclusive make-up range, which includes a "restoring night cream" at £80 and a £91 eye-cream.