In 1991, fresh began as a small beauty boutique located in Boston, selling a single product: a triple-milled, vegetable-based scented soap bar whose ingredients were carefully sourced and handcrafted from Southern France. In three months, the entire stock had sold out, and in four years, the boutique grew to 200 stores country-wide in America. Today, fresh finds a home in 2,771 locations and boasts of a comprehensive beauty line ranging from skincare to fragrance and is beloved for its natural, feelgood treats that benefit both skin and senses.
Birthed from a couple’s blend of passion for nature and dedication to delivering products that are efficacious as they are sensorial, fresh celebrates its 30th anniversary this year. But it is the gift that keeps giving (back): marking this milestone anniversary, fresh unveils forever fresh—the latest sustainability initiative in their enduring dedication to the planet and its people.
Looking ahead to a fresh future
Working towards a future where we care for Mother Nature as we do for our skin, fresh avows thirty commitments centered on people, products, and the planet. Focused on working responsibly with communities where its skincare hero ingredients are sourced from, and the very hands who unearth these natural wonders, fresh also joins in the global effort to reduce carbon footprint, aiming to achieve net-zero carbon emissions by 2030 and strives towards a fully eco-friendly product packaging that is made with 100 per cent recycled or recyclable materials—all before its 40th anniversary in 2031.
But we needn’t wait a decade before we appreciate fresh’s commitment to sustainability. The brand’s improved, best-selling moisturiser—Rose Deep Hydration Face Cream contains Damask rose extract handpicked and sourced from Rose Valley, Bulgaria, with a sustainable approach that only uses pure water as a solvent. Selected for its skin barrier-strengthening and moisture retention properties, damask rose extract glides on a silky layer of deep, lightweight hydration that leaves your skin petal-soft for 72-hours, three times longer than its previous formulation.
Also sustainably processed is fresh’s new revolutionary multi-action ingredient—Super Lotus, found in the fan-favorite trio: Lotus Youth Preserve Dream Face Cream, Lotus Youth Face Moisturiser, and Lotus Youth Preserve Eye Cream. The powerful single ingredient is obtained through a highly sustainable patented process that involves preserving all the biologically active components of the freshly picked lotus, while any plant by-products are returned to the earth, effecting minimal environmental impact.
Celebrating fresh icons
Since 1991, fresh’s inspiring founders Lev Glazman and Alina Roytberg have been perfecting the craft of formulating safe, effective, and sensorial products to meet the needs of our lifestyles. As Vogue Singapore celebrates fresh’s 30th anniversary, we take a look back at the best of fresh: skin-transforming beauty rituals inspired by natural ingredients and cultural wisdom.
Kombucha Facial Treatment Essence
Whether it’s the city air that contains pore-seeping, microscopic contaminants or the digital light pollution oozing from our screens, there’s no escaping pollution in our highly urbanised lives. Fresh’s Kombucha Facial Treatment Essence is scientifically proven to deactivate damaging pollutants, neutralise free radicals and decrease oxidative stress (read: reduce acceleration of premature skin-aging) while increasing skin’s luminosity. This treatment is perfected with hyaluronic acid, Mandarin Peel Extract for vitamin C, and Kigelia Africana Fruit Extract for a smoother skin texture.
Vitamin Nectar Glow Juice Antioxidant Face Serum
“Like a nutritious shot of juice for your face”—that’s how Lev Glazman describes his Vitamin Nectar Glow Juice Antioxidant Face Serum. Processed to form “pulp-like” microbubbles encasing coconut oil, vitamins C and E, and beta-carotene, they remain intact until the serum hits your skin—where they synthesise with the bases of serum: jicama and chicory root juice, ginger water, vitamin B5, lemon and orange fruit extracts to revitalise a dull complexion while strengthening skin’s quality and texture.
Soy Face Cleanser
Fresh‘s first foray into skincare, the best-selling Soy Face Cleanser echoes the founders’ philosophy that great skin starts with clean skin. Tapping into the health-boosting benefits of amino acid-rich soy proteins, this cleaner gently purifies skin from everyday impurities and makeup without stripping away essential moisture. Infused with Borage seed oil, Rosewater, and cucumber extract, this anti-inflammatory trio powerhouse aids in calming and nourishing your skin.
Rose Deep Hydration Facial Toner
With exception to fresh’s Rose Deep Hydration Facial Toner, one would be hard-pressed to find a beauty product that feels as heavenly and ethereal as it looks. Infused with rose petals that drift daintily within a deeply soothing and pore-refining concoction of rose fruit extract, rosewater, rose flower oil, this facial toner is perfected with hydration powerhouses angelica leaf extract and hyaluronic acid. The after-effect? Your skin smelling exquisite and skin nourished, refined, and supple.
Indulge in fresh experiences
Fresh invites you to indulge in the fresh Experiences from this July to September 2021. Activities in this immersive escape to the skin and soul include Forest Bathing, Rose Indulgence themed classes at Webarre, a Kokedama craft workshop to help bring nature indoors and a Jesmonite marbling workshop.
Want to try out any of these fresh favourites? Checkout on fresh with the code VOGUELOVESFRESH to receive a Rose Deep Hydration Face Cream 7ml (Worth $11) with any purchase*. Plus, flash this article at any fresh boutique to be treated to a 6-pc fresh Favourites Kit*, no purchase necessary. *While stocks last. Valid till 31 August 2021. Limited to one redemption per guest.
