Fresh is pure beauty.

The fusion of effective natural ingredients, time-honored rituals, and modern science offers a sensorial experience with undeniable results that is completely unique to Fresh.

watch the video


In 1991, Lev Glazman and Alina Roytberg opened an apothecary store in Boston, curating upscale, natural beauty products from around the world. The now iconic Oval Soap sparked Lev and Alina's passion for transforming everyday routines into sensorial rituals that are as indulgent as they are effective. Lev and Alina continue to instill their unyielding devotion to authenticity and craftsmanship into Fresh today.


It all Started with a Soap

Lev Glazman and Alina Roytberg created the perfect gift, a set of soaps wrapped in artisanal paper, tied with a delicate wire, and topped with a semi-precious stone. With their amazing scents and nourishing formula, these soaps were the start of Fresh. Born in Boston and raised in New York, the brand has evolved into a full line of lifestyle products spanning skincare, bodycare, fragrance, haircare, and home.

Natural-Born Pioneers

Natural ingredients are the core of Fresh products. We are credited with a number of industry firsts and have pioneered the use of many natural ingredients in beauty, including soy, sake, and most notably sugar. Fresh continues to push the envelope, introducing new and effective natural ingredients to the beauty world.

Cultural Beauty Rituals

Inspired by the purity of the past, we travel the world seeking natural ingredients used in time-honored beauty rituals. Sake Bath, made with 50% sake, is based on the centuries-old bathing rituals of Japanese Geisha. Fresh's proprietary Umbrian Clay has been revered since the 6th century BC when it was throught to have mystical powers. Rose Hydrating Skincare was inspired by Cleopatra's obsession with roses, bathing in their essence and perfuming her sails with their petals.

Fresh Alchemy

We practice modern alchemy at the Fresh Research Lab, where we transform the ordinary into the extraordinary. Curiosity keeps us at the forefront of innovation. From the discovery of a new ingredient to the creation of a sublime texture to the design of a new delivery system, Fresh continues to pioneer industry trends that ignite the senses.



Lev and Alina open an apothecary store, bringing natural, upscale personal care products from around the world to the people of Boston.


Lev and Alina launch the iconic Oval Soaps. They personally hand-wrap each in ornate paper.


The Fresh shop moves to Boston's Newbury Street.

shop now


Fresh's first Oval Soap wholesale order sells out in three days at Barneys NYC. Within a year, Fresh is carried in over 200 stores across the country.


The launch of the Milk Collection sparks an industry-wide trend of using milk in beauty products.

shop now


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.

Fresh's first New York City shop opens.

shop now


Soy Skincare, inspired by the nutritional and therapeutic values of soy proteins, marks Fresh's first foray into skincare.

Fresh launches, an online retail shop.

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

shop now


The innovative SAKE BATH creates quite a buzz. Inspired by the bathing rituals of Japanese Geisha, Sake Bath is the first soak to be comprised of 50% sake.

Fresh debuts the Umbrian Clay Collection, featuring one of the oldest-documented cosmetic ingredients Umbrian Clay, mined exclusively for Fresh from Italy's hills of Umbria.

Fresh expands its Skincare Collection with the now iconic ROSE FACE MASK, a first-of-its-kind treatment infused with real rose petals.

shop now shop now
shop now


Fresh introduces its beloved SUGAR FACE POLISH, an innovative exfoliant enriched with nourishing brown sugar and wild strawberry seeds.

shop now


CRÈME ANCIENNE is launched and quickly becomes a pillar of Fresh Skincare. Inspired by the world's first cream, this precious age-delay formula is handmade in a monastery.

shop now


Fresh launches SUGAR LIP TREATMENT, and it instantly becomes a cult favorite.


Fresh collaborates with Sony Pictures to create the Memoirs of a Geisha Beauty Collection.


Fresh celebrates its “Sweet 16” anniversary and unveils restyled fragrance and bodycare packaging.

shop now


Fresh launches Black Tea Age-Delay Skincare, inspired by Kombucha. The BLACK TEA INSTANT PERFECTING MASK wins an Allure Best of Beauty award two years in a row.

shop now


Fresh launches SUGAR ROSÉ TINTED LIP TREATMENT, a rose-tinted lip balm whose success sets the stage for many more tinted lip treatments to come.


Fresh partners with Sony Pictures to launch the limited-edition Eat, Pray, Love Collection.

shop now


Fresh launches Seaberry Bodycare, featuring the nourishing benefits of seaberry oil, rich in essential omegas 3, 6, 7 & 9. That paves the way for Seaberry Skincare, which is launched a few years later.

Fresh renovates the Union Square flagship store, bringing the spirit of the brand to life like never before. Interactive destinations, including the Sensorial Bar, help the guest not just shop Fresh but experience it.

shop now


Fresh introduces Peony Skincare, a brightening collection that harnesses the power of peony extract to even skin tone.

Fresh celebrates its 21st birthday with a set of limited-edition soaps designed by illustrator R. Nichols.

shop now


Fresh debuts LOTUS YOUTH PRESERVE FACE CREAM, featuring the radiance-boosting benefits of Fresh's Super 7 Complex. It wins an Allure Best of Beauty award and sets the stage for the Lotus Youth Preserve Skincare Collection.

shop now


Fresh's iconic Crème Ancienne is reimagined with an innovative whipped texture as CRÈME ANCIENNE SOFT CREAM.

shop now


Fresh collaborates with famed astrologer Susan Miller on the Zodiac Oval Soap Collection.

Fresh captures the seductive scent and skin-smoothing benefits of the cocoa bean with the launch of Cocoa Bodycare.

Fresh celebrates the iconic ROSE FACE MASK's 15th anniversary with limited-edition packaging designed by London-based artist Jo Ratcliffe.


Fresh turns 25 and kicks off this milestone anniversary year with the highly anticipated launch of BLACK TEA AGE-DELAY FIRMING SERUM.

Fresh unveils the Fresh Research Lab in honor of its 25th anniversary. Housed in LVMH's renowned Helios Research Center in France, the lab is where Fresh alchemy comes to life.

Fresh debuts SUGAR SPORT TREATMENT SPF 30 (aka "Mr. Sport"), an oversized sunscreen stick that provides durable, water-resistant protection for the lips, face, and eye area.

Fresh celebrates 25 years of innovation with a new approach to beauty, Vitamin Nectar. This groundbreaking franchise bridges the world of vitamins and skincare with the launch of VITAMIN NECTAR VIBRANCY-BOOSTING FACE MASK, a concentrated citrus blend of 50% crushed lemons, oranges, and clementines that reveals a vibrant, healthy-looking glow.


People not only love using Fresh, but they also love talking about it, making the brand a fan favorite across continents. Whether it is in the press, on social media, or around the kitchen table, people all over the world are moved to share the #FreshLove.