Fresh Beauty: Transforming Skincare into a Ritual
In 1991, two Russian immigrants in Boston, Lev Glazman and Alina Roytberg, had a vision —skincare that was both effective and indulgent. The pair dreamed of a beauty experience as satisfying as a trip to a buzzy food bazaar in Europe, filled with natural ingredients and sensory delights.
That dream became Fresh, a brand pioneering skincare for over three decades. From starting as a humble shop in Boston to becoming a globally recognized beauty powerhouse, Fresh has stayed true to its original mission: to create skincare that performs and transforms.
But what exactly makes Fresh so special? Keep reading to learn more.
A Brand That Feels as Good as It Works
Skincare is personal. It’s not just about achieving results – it’s also about enjoying the experience along the way. Fresh understands this, developing products that engage every sense. From the rich, creamy texture of their Soy Face Cleanser to the intoxicating scent of their Rose Deep Hydration Face Cream, Fresh delivers a skincare experience to remember.
Lev often says Fresh creates products people don’t know they need — until they try them. And then, they can’t live without them. It’s this emotional connection that keeps customers coming back to Fresh year after year.
The Science of Fresh
Many beauty brands claim to use natural ingredients, but Fresh takes it a step further. Their products aren’t just inspired by nature — they’re backed by science. Each formula undergoes rigorous testing, often taking years to perfect.
Fresh doesn’t cut corners and never compromises on safety, efficacy, or sensorial pleasure.
Here’s more about their process:
Safety First
Fresh bans hundreds of ingredients that don’t meet their strict safety standards. Their team of chemists, biologists, and toxicologists meticulously research each component before it makes it into a formula. Every product is dermatologist-tested and developed to be as gentle as it is effective.
Proven Performance
Fresh’s advanced technology extracts the most potent parts of natural ingredients, ensuring maximum benefits for the skin. Each product undergoes clinical studies and consumer testing so customers can trust they get real, visible results.
The Sensorial Experience
Fresh products often make customers feel like they’ve been transported to another place. Their Sugar Face Polish was inspired by the fragrance and texture of fresh brown sugar in a French bakery. Their Rose Face Mask, infused with real rose petals, was influenced by Balinese spa rituals. Every product is created not just to work but to delight the senses.
Sustainability with a Purpose
Fresh is all about doing good for the planet, too. The brand has been working toward sustainable beauty for years, ensuring its packaging is eco-friendly and responsibly sourced.
By 2021, all new innovations became eco-designed. By 2022, 100% of their gift set packaging was made from recycled or recyclable materials. And by 2023, all paper packaging was certified from responsibly managed forests.
The Forever Fresh initiative is about more than just reducing waste. It’s about working responsibly with the communities that provide their key ingredients. Fresh believes that the world would be a better place if we cared for the earth the way we care for our skin.