Fresh is pure beauty. Dedicated to natural ingredients, rich textures, and addictive scents, Fresh offers a sensorial experience like none other.


Lev Glazman and Alina Roytberg founded Fresh in Boston in 1991. Their artisanal spirit keeps Fresh precious and promises a new discovery with every experience.


Fresh has pioneered the use of many natural ingredients in the beauty industry, most notably sugar. By combining them with modern technology, Fresh offers an experience as indulgent as it is effective.


Inspired by time-honored beauty traditions from around the world, Lev and Alina are devoted to transforming everyday routines into sensorial rituals.

discover the History of Fresh


  • 1991

    Lev Glazman and Alina Roytberg open an apothecary store on Boston's Tremont Street, bringing natural, upscale personal care products from around the world to the people of Boston.

  • 1993

    Lev and Alina launch their own line of Oval Soaps, a collection of triple-milled, vegetable-based soaps infused with shea butter and laced with delicate, single-note scents. They personally hand-wrap each in ornate cotton inlaid paper tied with a delicate wire and topped with a semi-precious stone.

  • 1995

    Fresh expands distribution and its first wholesale order of Oval Soaps sells out in three days at Barneys NYC. Within a year, Fresh is carried in over 200 stores across the country.

  • 1998

    The launch of the original, natural Brown Sugar Body Polish marks the first sugar exfoliant on the market and ignites an industry-wide trend of using sugar in beauty products. It goes on to win awards from Allure, Teen Vogue, and InStyle.

    Fresh’s first New York City store opens on Madison Avenue. The Fragrance Bar makes its debut with an extended assortment of 28 unique, complex fragrances inspired by Lev and Alina’s experiences and travels.

  • 1999

    Fresh appears on Oprah’s “My Favorite Things” holiday show. The response was so great, crashes shortly after.

  • 2000

    Fresh expands its Skincare offerings to include the now iconic Rose Face Mask and Sugar Face Polish, two first-of-their kind treatments enriched with real rose petals and wild strawberries respectively.

  • 2003

    The launch of Crème Ancienne goes on to become the pillar of Fresh Skincare. Based on the recipe for the world’s first emulsion cream, Crème Ancienne is the richest and most luxurious cream on the global market. Lev and Alina sourced a monastery whose monks hand-blend each jar in small batches.

    Fresh opens its first Los Angeles store, featuring a private area for spa treatments.

    The Shinsa-dong Kangnamgu store opens in Seoul.

  • 2004

    Fresh launches Sugar Lip Treatment Sunscreen SPF 15, and it instantly becomes a cult favorite. Today it is Fresh’s number-one product with over a million sold every year.

    Fresh opens stores on Marylebone High Street in London, Third Avenue in New York City, and at the Forum at Caesars Palace in Las Vegas.

  • 2005

    Fresh opens its flagship Union Square store in New York City and a Hong Kong store at Lane Crawford IFC.

  • 2006

    Cannabis Santal Eau de Parfum makes its debut. A press-acclaimed fragrance that is daring, forbidden, and truly sensual, it goes on to win an award from Allure.

    Fresh pioneers the use of refined oils in facial treatment with the launch of Elixir Ancien, an extension of Crème Ancienne that is also hand-blended in a monastery. It becomes the most precious anti-aging face treatment oil in the industry.

  • 2007

    Fresh celebrates its “Sweet 16” anniversary and unveils new restyled packaging for the Fragrance and Bodycare collections.

    Veuve Clicquot honors Alina with La Grande Dame tribute.

  • 2008

    Fresh launches the Black Tea Age-Delay Collection, advanced age-delay skincare inspired by Kombucha, a fermented drink made with black tea that is often referred to as the “Immortal Health Elixir.” The Black Tea Instant Perfecting Mask wins an Allure award two years in a row.

  • 2009

    Fresh launches Sugar Rosé Tinted Lip Treatment Sunscreen SPF 15, a tinted lip balm that goes on to receive multiple beauty accolades from Allure, InStyle, More, and Redbook. Its success sets the stage for many more tinted lip treatments to come.

  • 2011

    Fresh launches the Seaberry Collection, marking the first time anyone has been able to introduce the ingredient in a highly concentrated form.

    Fresh renovates the Union Square flagship store to reveal the next evolution of the Fresh retail experience.

    Fresh expands internationally, launching in Sephora’s Singapore and Mexico stores.

  • 2012

    Fresh celebrates a milestone birthday with a commemorative “Fresh Turns 21” Oval Soap and Stationery Collection featuring the whimsical designs of illustrator R. Nichols.