Fresh

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Fresh
Fresh

Fresh

Once a small shop but now a House with an international reputation, Fresh is pure beauty. Dedicated to natural ingredients, rich textures, and addictive scents, Fresh offers a sensorial experience like none other.

Creation date: 1991
CEO: Lev Glazman et Alina Roytberg
Head office: 130 5th Avenue, 11th Floor New York NY 10011 - United States of America
Website: www.fresh.com

Identity

When Lev Glazman and Alina Roytberg opened their apothecary shop in 1991 in Boston, the cosmetics industry was on the verge of a profound change. Seeing a need for products that are both effective and indulgent, they created a small set of artisanal, nourishing soaps that the two hand-wrapped themselves . The now iconic Oval Soap sparked Lev and Alina’s passion for transforming everyday routines into unforgettable beauty rituals. Fresh has since evolved into a full line of beauty products spanning skincare, bodycare, fragrance, haircare, and candles and is credited with a number of industry firsts, most notably pioneering the use of sugar as a natural humectant. Fresh’s combination of innovative natural ingredients, time-honored rituals, and modern science offers a sensorial experience with undeniable results that is completely unique to the brand.

Rose Hydrating Skincare - Infuse your skin with real rose petals © Christopher Baker

Icon

Crème Ancienne’s production process is overseen by 8 monks in a Bohemian monastery discovered by Fresh’s two founders in Czech republic. Possessing an age-old savoir-faire, the monks protect a formula which was first devised in the second century and was completely reinterpreted by Fresh in the twenty-first century.

Crème Ancienne, ultimate age-delay treatments inspired by the world’s first cream © Christopher Baker

Insights

Lucy Perdomo-Ruehlemann, Chief Marketing Officer © Fresh

“ There is a passion behind Fresh that trumps logic. The love affair the guest has with the brand is a loyalty beyond reason. To watch guests fall in love with Fresh globally has been incredibly gratifying. To nurture a once small, mono-country, singularly focused company into a brand with global consumer appeal, to see the fruits of this labor of love, has been extremely humbling.”

Inspiration

Inspired by the purity of the past, Fresh seeks out natural ingredients used in time-honored beauty rituals from around the world. Used in several of the House’s products, Umbrian clay has been known for its therapeutic properties since the sixth century BC. The age-delay formula of the Crème Ancienne is inspired by the world’s first “cold cream”, the creation of which can be traced back to the second century. The Sake Bath developed by the House is part of the centuries-old legacy of the bathing rituals of Japanese Geishas. By combining ancient traditions that have withstood the test of time and innovation for more than twenty years, Fresh stays true to what makes it exemplary.

Black Tea Age-delay Skincare, age-delay remedies brewed to perfection © Fresh

Outlook

Fresh’s performance is fueled by the inspiring passion and energy of our incredible team, as can be seen most notably with the brand’s success in North America and Asia. With a deep loyalty to our heritage, our continual discovery of unique, natural ingredients, and the unparalleled sensorial experience of our products, Fresh will continue to be at the forefront of innovation in the beauty industry.

Key figures

  • 525 locations
  • 167 products
  • 18 Fresh stores

Fresh on social media

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