25 Years of Soy Face Cleanser

Having an AM and PM face wash is routine for everyone—a necessity at best, a tedious task at worst. Enter Soy Face Cleanser, the iconic face wash that’ll revolutionise your perception and elevate this daily essential to the status of a luxurious self-care ritual.

25 years ago, fresh introduced a facial cleanser that transcended mere effectiveness and became an indulgent treat for your skin and senses. Infused with a cucumber aroma, its smooth gel consistency and luscious post-use sensation rejuvenate the skin and refresh the mind. This pH-balanced cleanser, exclusive to fresh, proves that a moment of self-care has the power to transform your entire perspective.

The secret to its effectiveness lies in the infusion of amino acid-rich soy proteins and other potent ingredients sourced from nature. Beloved by many, this formula is designed to softly purify while simultaneously preserving hydration, minimising noticeable redness, and supporting the skin’s protective barrier. These elements leave your skin feeling immediately velvety and radiantly healthy day after day. We view it as the perfect kickoff to feeling fresh inside and out.

The making of Soy Face Cleanser

At fresh, we've always believed that the foundation of beautiful skin lies in its cleanliness. From the start of our skincare line, our founders have stood by the motto, “Good skin starts with clean skin” — a principle that remains at the core of our philosophy today.

The significance of a good cleanser cannot be overstated; it's the cornerstone of an effective skincare ritual. It's easy to overlook the impact a cleanser has, not realising that choosing a high-quality face cleanser could refine, or even reduce, the need for additional skincare products. Your face wash should gently cleanse without stripping the skin of its essential moisture. If it leaves your skin dehydrated or irritated, subsequent skincare steps will merely address those issues rather than nurturing your skin. Essentially, a worthwhile facial cleanser sets the stage for balanced, healthy skin, preparing it to fully benefit from the rest of your routine. Opt for a cleanser that gives you a clean canvas, ready to absorb and optimise the efficacy of every product that follows.

When creating the Soy Face Cleanser, our founders envisioned a facial cleansing solution suited to all skin types. The aim was to craft a simple, all-encompassing product that would address the entire spectrum of cleansing needs, including removing makeup and eye makeup. Achieving this in 1999 posed a significant challenge, especially given how rare it was to find a cleanser that wouldn’t burn and sting the delicate eye area. This goal, in turn, became the essence of this product's magic.

“It’s our unsung hero. It’s literally the number 1 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. 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. Always start with Soy Face Cleanser.” –Lev & Alina, fresh co-founders.

Loved since 1999

Since 1999, customers have been raving about the benefits and effectiveness of our Soy Face 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