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- BRAND: Fresh
- LOCATION TM: United States
- PRODUCT GROUP: Skincare, lip care, body care, fragrance
- CLASSIFICATION: Sensorial skincare; natural-meets-science beauty; heritage clean brand
- GENDER: Unisex
- ESTABLISHED IN: 1991
- WHERE TO BUY: Visit Store
Why shop with Fresh?
FRESHBEAUTY | CLEAN LUXURY | SENSORIAL SKINCARE | NATURAL INGREDIENTS | MODERN ALCHEMY | BEAUTY RITUALS | CULT FAVORITES
Fresh was founded in 1991 by Russian immigrants Lev Glazman and Alina Roytberg, who were living in Boston and dreaming of beauty that blended effectiveness with indulgence. They envisioned a shop inspired by European bazaars—a warm, inviting place filled with natural products sourced from around the world. Their first hand-wrapped soap instantly resonated with the local community, sparking a loyal following and setting the foundation for a brand built on craftsmanship and heartfelt connection.
Natural Pioneers with a Scientific Edge
Lev and Alina had a passion for products that not only worked but also looked, smelled, and felt extraordinary. When they couldn’t find formulas that met their standards, they created their own—combining ancient rituals, potent botanicals, and modern scientific research. This balance of sensorial pleasure and proven performance became Fresh’s signature. Decades later, the brand continues innovating with textures, scents, and formulas that make everyday routines feel transformative.
From Boston Roots to Global Recognition
What began as a small neighborhood shop evolved into a globally loved lifestyle brand offering skincare, lip care, bodycare, and fragrance. Fresh is known for products people didn’t realize they needed—until they became essentials. Each formula is designed to deliver high efficacy while engaging the senses, from silky creams to aromatic cleansers. Today, Fresh remains committed to its founders’ original vision: creating beauty that performs, delights, and transforms. Lev and Alina still collaborate with the brand daily, keeping its pioneering spirit alive.
What People Say
Nan Wu, trustpilot.com:
"I was very happy with my purchases on Fresh this Black Friday. The delivery was speedy and communications very smooth. Well done on such a busy time!"
trippapotamus, reddit.com:
"Fresh is amazing and underrated IMO. I have dry skin and am prone to redness, occasionally get acne. I LOVE the floral recovery calming mask, the rose face mask, the soy cleanser, the lip products and the black tea instant perfecting mask. The essence and toner are also nice."
beckydaviseyes, reddit.com:
"The soy face cleanser has been my Holy Grail for 15 years. It’s really gentle on my skin and I love the smell. I’ve tried different cleansers from time to time and always go back."
