Feeling is believing Fresh is sensorial beauty with proven results. The experience of our products—the textures and scents that ignite all your senses—is what sets them apart. But they are also scientifically proven to work extremely well. It’s this combination of high efficacy and amazing sensations that fresh is known for, and why those who know us love us.

Creation date: 1991
CEO: Ada Lien
Head office: 130 5th Avenue, 11th Floor New York NY 10011 - Etats-Unis


In 1991, Lev Glazman and Alina Roytberg were Russian immigrants living in Boston, and they saw the need for beauty that was both effective and indulgent. They started dreaming about opening a shop that offered natural products from around the world, where the ambience was friendly like the food bazaars of Europe. With that, fresh was born. When Lev and Alina couldn’t find products that looked, smelled, and felt as good as they worked, they started making their own. The original shopkeepers, they created a brand that touches people’s hearts as well as their skin. What began as a small assortment of personal care products has evolved into a full lifestyle line of skincare, lip care, bodycare, and fragrance. Today, fresh is a global company headquartered in New York but sold all over the world.

Lotus Collection © Christopher Baker


“I came across an ancient book that contained the formula for the world’s first cream, developed by Claudius Galenus, a 2nd century scientist who created balms used on gladiators. We refined it with our meticulously handcrafted Crème Ancienne that creates a protective layer on skin and minimizes the look of wrinkles." —Lev Glazman, fresh co-founder

Crème Ancienne Fountain of Youth Ritual © Travis Rathbone


At fresh, beauty is born from boundless curiosity. The world has always been our founders’ lab. True explorers, Lev Glazman and Alina Roytberg have spent their lives traveling the earth to uncover natural wonders and cultural wisdom, and they draw endless inspiration from their experiences—for a mask with the texture of a cloud, or a bath soak based on the beauty rituals of geishas. This process of discovery is spontaneous and unpredictable, driven by Lev and Alina’s irrepressible wanderlust. Once they have a vision for a product, it comes to life through extensive research and development at a world-class laboratory by a team of over 200 scientific experts. It’s this blend of passion and precision that makes fresh products as effective as they are indulgent.

Black Tea Collection © Christopher Baker


We are driven by our never complacent indie spirit where the sky’s the limit. This approach is initiated by Lev and Alina and lived by the entire organization. Our boundless curiosity fuels our search for the extraordinary, whether it’s a moment of pleasure in nature or an experience of generosity in our shops. Where fresh goes, beauty follows. We’re pioneers—in product, in experience, in culture, and in process. We believe that fresh is more than what it sells; it’s the emotional connection to the brand that we call the sixth sense. It’s the heartfelt experience we craft for our people and our guests.

Key figures

  • 2,771 Locations
  • 225 products
  • 48 Fresh Stores

Fresh on social media

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