AbstractLet X be an operator space, let φ be a product on X, and let (X,φ) denote the algebra that one obtains. We give necessary and sufficient conditions on the bilinear mapping φ for the algebra (X,φ) to have a completely isometric representation as an algebra of operators on some Hilbert space. In particular, we give an elegant geometrical characterization of such products by using the Haagerup tensor product. Our result makes no assumptions about identities or approximate identities. Our proof is independent of the earlier result of Blecher, Ruan and Sinclair [D.P. Blecher, Z.-J. Ruan, A.M. Sinclair, A characterization of operator algebras, J. Funct. Anal. 89 (1) (1990) 188–201] which solved the case when the bilinear mapping has an id...