30 years ago, Russian immigrants Lev Glazman and Alina Roytberg opened a humble store in Boston selling hand-wrapped soaps which quickly evolved into them creating their own beauty products infused with natural ingredients. Today, Fresh has become a cult favourite pioneering in sensorial and innovative formulas with multiple best-sellers inspired by natural ingredients ranging from skincare to body care, lip care and fragrances that we can’t get enough of!
To celebrate this incredible milestone, Fresh has decided to give back to the planet and its people by releasing 30 commitments through its new platform ‘Forever Fresh’. Focusing on sustainable and responsible efforts before reaching its 40th Anniversary in 2031, this promise that honours the environment and the communities involved couldn’t be more fitting!
One of the ways that Fresh is building towards a better future is by partnering with the Union for Ethical BioTrade (UEBT), the LVMH Research and Innovation Centre and local organisations the brand works with. This ensures that Fresh responsibly and respectfully sources for its ingredients while supporting the communities at the same time. Besides that, Fresh is also tackling climate issues by implementing emissions reduction marks that follow the Paris Agreement while compensating residual emissions. Adding to this is the brand’s next goal of using only recycled or recyclable materials by 2025 and encouraging consumers to ‘Respect, Reduce, Replace’ to conserve the earth’s resources and reduce environmental footprint.
We’re more than excited to see Fresh carry out its pledges over the next few years and to celebrate the brand here at SENSE Scoop, we take a look back at some of the products that stole our hearts from the get-go:
1. Rose Deep Hydration Oil-Infused Serum, RM270
“The Fresh Rose Deep Hydration Oil-Infused Serum is unlike any serum I've used previously. I was worried that it would feel oily or greasy on my face as I have sensitive skin but it’s so light and gets absorbed right into it; my skin always feels so hydrated and plump throughout the day! It also smells really good with a very light rose scent which slowly fades after application. Overall, I just love how it makes my skin feel – so soft and refreshed!” – Angela De Souza, Associate Marketing Manager
2. Kombucha Facial Treatment Essence, RM320
“I was hesitant to transition from the Rose Deep Hydration Oil-Infused Serum to the Kombucha Facial Treatment Essence at first, but hey, it worked like a charm and is now my holy grail! In my skincare routine, the essence was a game-changer as it kept my skin smooth, brightened and protected from pollution. Not only that, the fact that it promotes skin luminosity drew my attention too! And as someone who suffers from sensitive skin, I found this to be really effective over time.” – Asha Kesotra, Content Writer
3. Sugar Caramel Hydrating Lip Balm, RM78
“Being the lip balm fanatic that I am, I’ve always been a fan of Fresh’s lip care line-up. Though they’re much pricier than what I usually have in my stash, I’ll always have a soft spot for the Sugar Caramel Hydrating Lip Balm! Aside from the fact that it smells just like caramel – one of my favourite flavours next to chocolate, it’s got a silky smooth, creamy texture yet appears delicate and sheer when applied on the lips. For me, a lip balm truly becomes my favourite when it softens and hydrates my lips without that tacky greasy film and I have to say that this checked all the boxes for me!” – Rachel Dulis, Content Marketing Executive
4. Soy Face Cleanser, RM180
“When I first got this cleanser, I wasn’t very impressed with it as the gel was extremely light. As someone who’s used to using heavy, foam-based cleansers, I wasn’t convinced that this cleanser could remove the dirt from my skin and make my skin feel ‘clean’. But after using it a few times, I changed my mind. Despite it being light, the cleanser removes all forms of dirt effectively without hurting my skin and to my surprise, I ended up falling in love with it! Unlike other cleansers that would make my skin turn red, this one doesn’t, and its faint cucumber scent is super calming. At the same time, it gives my skin an extra boost of hydration which I appreciate, and having gone through many tubes of this, I know that I won’t be switching to any other ‘regular’ cleansers anytime soon!” – Vasenta Selvanayagam, Digital Content Producer
5. Vitamin Nectar Vitamin C Glow Powder 30-Second Foaming Facial, RM178
“Having been a fan of Fresh since I discovered its products many years ago, it’s impossible for me to pick just one favourite since I love practically all its masks and use them on rotation! But if I must pick a range, I’d go with the energizing Vitamin Nectar line – from the Vibrancy-boosting Face Mask to the Glow Juice Antioxidant Face Serum, Moisture Glow Face Cream and Antioxidant Glow Water which I spray onto my face every chance I get as a cooling primer, makeup-setting spray and instant pick-me-up.
The one standout product from this range, however, is the Vitamin C Glow Powder, a 30-second Foaming Facial that’s supercharged with a vitamin fruit complex boosted with 20% vitamin C. Just like how we consume our vitamin C drink, both parts of each sachet must be mixed and activated with water before being lathered up and massaged into skin for 15-30 seconds, twice a week. The invigorating powder-to-foam treatment helps to refine skin’s texture and reduce visible pores for a healthy and youthful glow – perfect to be used when I’m in between facials!” – Yang Mei Ling, Chief Editor
To learn more about ‘Forever Fresh’ and its plans, click here.