25 Years of Soy Face Cleanser

Washing your face morning and night is essential — regardless of your age, skin type, or skin concerns. Some do it as naturally as brushing their teeth, while others consider it a chore. The Soy Face Cleanser from fresh elevates this experience into a daily ritual that you can look forward to.

25 years ago, the founders of fresh envisioned a gentle cleanser that was as indulgent as it was effective. And so, the Soy pH-Balanced cleanser was born. With a refreshing cucumber scent, silky gel texture, and petal-soft after-feel, our iconic face cleanser offers you a minute of self-care to rejuvenate your skin and senses.

But what exactly sets this daily cleanser apart from the rest? That would be its amino acid-rich soy proteins and the other naturally derived ingredients we’ve paired with them to cleanse the skin, maintain moisture, minimize redness, and support the skin barrier. The result? Healthy-looking skin that feels instantly refreshed and maintains a natural softness and radiant glow.

The making of Soy Face Cleanser

From fresh’s beginning, our motto has been that good skin starts with clean skin. The importance of a good facial cleanser cannot be overstated — it has the power to eliminate a number of unnecessary skincare steps, proving the simplicity and efficacy of our designs. What's crucial is to choose a product that's gentle enough to maintain the skin's essential moisture. If your face wash causes dehydration or irritation, any subsequent skincare steps will address these new issues rather than deeply nourishing the skin. Essentially, a cleanser sets the stage for balanced, healthy skin, providing a clean foundation for other products to work their magic effectively.

During the design of our Soy Face Cleanser, there were a few key factors at play. One of these elements was creating a cleansing agent suitable for all skin types. A universal product that ticked all the cleansing boxes — including makeup and eye makeup removal. It's not every day that a facial cleanser is safe to use around the eyes, but our founders were up for the challenge. Since 1999, it's been our goal to offer the perfect facial cleanser, and Soy Face Cleanser is it.

“It’s our unsung hero. It’s literally the number one thing in any beauty ritual. Anytime we’re in a fresh shop, and someone asks, “What’s the one product I need to walk away with?” we say, “Soy Face Cleanser.” It represents the brand philosophy. Always start with Soy Face Cleanser. And it really jump-started our skincare line. It led us to masks and all of our other treatments. When we created it, we were committed to creating the best cleanser ever, taking into consideration people’s concerns, a universal formula for all skin types, and a specific texture with no residue that’s very difficult to replicate. From the moment we developed it, we knew it would be a very popular product.” — Lev & Alina, fresh co-founders

Loved since 1999

Here's what our dedicated customers have to say about everybody’s favourite facial cleanser.

“I have been using this product for almost 10 years now...It feels like a spa treatment in a bottle.” — Emefes*

“With one pump, I start my morning and end my night with this refreshing, calming, and feel-good cleanser. It is a breath of fresh air. It sends me into a relaxed zone for two minutes.” — Tesk*

“My skin has felt so hydrated using this product. My face never feels dry or tight when I’ve used it.” — Samuelle W*

“It feels so luxurious and leaves my skin feeling amazing.” — Cindy W.

“I have very sensitive skin and have struggled to find products that don't burn or irritate my face. This is very soothing, feels great, and smells great.” — Amy B.

“I love the scent, I love the way it feels as it’s cleansing your face.” — Mandy M.

“Desert island product.” — Luvnmusic*

*submitted as part of a free sample program