Perfumes & Cosmetics

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Company overview

Fresh creates modern alchemy by fusing innovative natural ingredients with time-honored beauty rituals for a sensorial experience that is as indulgent as it is effective. In 1991, Lev Glazman and Alina Roytberg, husband-and-wife co-founders of Fresh, set out to create the perfect artisanal soap.

The launch of the now iconic Oval Soap Collection sparked their passion for developing products that are as indulgent as they are effective. "Always keeping in mind the emotional connection to Fresh is key - that's something that Alina and myself are very passionate about", says Lev.

It was Lev and Alina's passion and clear vision that made Fresh the first company to pioneer the use of natural ingredients like sugar, milk, soy, and rice in modern day beauty treatments, and they continue to launch brilliant beauty innovations.

They travel the world seeking out natural ingredients used in time-honored rituals, like Fresh's proprietary Umbrian Clay of Nocera Umbra, Italy, used in therapeutic treatments since the 6th century B.C.

They also discovered the exclusive anti-aging formula of Crème Ancienne, inspired by the world's first emulsion-based cream of the 2nd century A.D., and Sake, a legendary beauty secret of Japanese Geisha who were known to bathe in it to detoxify and restore their skin.

By combining these ancient rituals with cutting-edge technology, Fresh brings its alchemistic spirit into modern relevance. Fresh co-founder and creative director Alina Roytberg uses her incredible visual sense to render the outside of Fresh products as appealing as what's to be found inside.

Inspired by literature, movies, travel, music, and fashion, Alina matches colors to sources as distinct as a wilting rose or as distant as an atmosphere or dream. It is Alina's sensitivity to color and textural subtleties that makes the Fresh Living Makeup palette both familiar and completely modern.

Fresh co-founder and director of research and development, Lev Glazman keeps Fresh products at the forefront of the beauty industry and besieged by consumer demand. Rather than relying on focus groups, Lev creates new products as answers to lifestyle needs.

In addition, his gift for fragrance permeates each Fresh product and has culminated in an ever-growing library of Fresh fragrances that can be worn alone or layered for a customized scent.

Today, Fresh is sold around the world and carries a full line of lifestyle products spanning fragrance, skincare, bodycare, makeup, haircare, and home. Lev and Alina are still intimately involved in the development and design of every Fresh product.

Trusting their instincts and responding to their own genuine needs, Lev and Alina consistently keep Fresh ahead of the curve.