Photo: Fresh

Before there was the trend of clean beauty, there was Fresh

In 1991, husband-and-wife team Lev Glazman and Alina Roytberg started a small apothecary store in Boston with one goal in mind: To offer natural and effective beauty products that heal and nourish the skin. Today, the humble business has become a leading beauty brand with a cult following across the globe.

Fresh founders Lev Glazman and Alina Roytberg. (Photo: Fresh)

The key to Fresh’s success? Foresight. Before “clean beauty” became the buzzword du jour, Fresh was already harnessing the power of natural ingredients, ancient rituals, and modern science to create a line of skincare products that were kind to the skin – and to Earth. Thirty years on, it’s easy to see what makes Fresh a cult favourite among beauty insiders, editors, and aficionados alike.

Well-loved Fresh favourites to indulge in 

The beauty brand has now expanded to include more than 200 products that are formulated for different skin types and concerns. Here are some all-star products, favoured by skincare experts and beauty lovers.

Soy Face Cleanser, from $23 (50ml)

This pH-balanced three-in-one gel cleanser is a crowd pleaser, thanks to its gentle yet effective formulation. Containing amino acid-rich soy proteins, cucumber extract, rosewater, and Borage seed oil, it melts away makeup, removes impurities, and tones without stripping your skin of essential moisture. 

Soy Face Cleanser, from $23 (50ml).

Rose Deep Hydration Facial Toner, from $38 (100ml)

The sensorial aspect plays a big part in all Fresh products. This best-selling toner is packed with all the benefits of rose; think toning rose fruit extract, soothing rosewater, rose oil, and an infusion of real rose petals. The result is a luxurious, alcohol-free toner that helps to minimise pores while increasing skin’s hydration levels by 46 per cent. 

Rose Deep Hydration Facial Toner, from $38 (100ml)

Kombucha Facial Treatment Essence, from $45 (50ml)

Historically known as an “immortal elixir”, kombucha is said to have energising and detoxifying properties. This powerhouse antioxidant product by Fresh provides triple pollution defense against indoor, outdoor, and digital pollution, in addition to a host of other benefits such as refining skin texture, boosting luminosity, and 24-hour hydration.

Kombucha Facial Treatment Essence, from $45 (50ml)

Rose Face Mask, from $38 (30ml)

Fresh is famed for its masks. Powered by potent natural ingredients like sugar, Umbrian clay, and black tea, its range of masks has you covered for your different skin needs – be it exfoliating, brightening, lifting or nourishing.

The most popular amongst these has to be the Rose Face Mask. The best-seller is a delectable-smelling hydrating gel mask with real rose petals that gives an instant hydration quench. Rosewater, cucumber extract, and aloe vera gel come together to soothe and calm, while a blend of teas helps to brighten the skin to reveal a soft and supple complexion.

Rose Face Mask, from $38 (30ml)

Editor’s pick:

“The light rose scent of this mask instantly puts you in the mood for relaxation. Roses are known for their anti-inflammatory properties and coupled with the mask’s lightweight gel texture, it’s the perfect treat to help soothe dryness and dehydration, especially after a day out in the sun.” – Arissa Ha, Senior Beauty Editor, Harper’s BAZAAR Singapore.

Why this cult favourite beauty brand should be in your skincare regime
In a pledge to the planet and its people, Fresh is making 30 commitments to mark its 30th anniversary. (Photo: Fresh)

A promise to our planet 

Besides being committed to giving users effective products that care for their skin’s health, Fresh is also committed to our planet. For its 30th anniversary, the brand is making 30 commitments towards the planet, people, and its products. This is the foundation of forever fresh, the brand’s new sustainability platform, which will address important issues that matter to Fresh, such as eco-friendly packaging and ethical sourcing, within the next 10 years.

These 30 concrete goals and action plans will span three key pillars: responsible communities, eco-packaging, and climate action. For instance, Fresh is partnering with the Union for Ethical BioTrade (UEBT), LVMH Research and Innovation Centre, and other organisations to empower future generations and raise USD$1 million (SGD$1.3 million) for communities where Fresh sources its hero ingredients. In addition, the brand aims to ensure 100 per cent of product packaging is recyclable or made with recycled material by 2023, and to achieve net zero carbon emissions by 2030.

Looking for new experiences? Embark on your Fresh journey

Photo: Xiu Nature Connections

Fresh may be the one celebrating a milestone event but everyone gets to enjoy the spoils! From now till September 2021, the brand is marking its 30th anniversary by offering a line-up of exclusive Fresh experiences that’s open to all. 

Conducted in collaboration with various lifestyle partners, these experiences will include Forest Bathing and Moonwalk sessions that will allow participants to connect with nature. Other fun and immersive activities to look forward to? Rose indulgence-themed classes with WeBarre, and craft workshops. To find out more and to sign up for these experiences, visit the microsite

Specially for

Harper's BAZAAR Readers


Whether it’s the Soy Face Cleanser or Rose Deep Hydration Facial Toner on your shopping list, now’s the time to restock your beauty arsenal with Fresh’s best-selling products.

Shop on and use the code HBLOVESFRESH upon checkout to receive a free Rose Deep Hydration Face Cream 7ml (Worth $11) with any purchase*. Plus, flash this article at any Fresh boutique to receive a six-piece Fresh Favourites Kit. No purchase required*.

*While stocks last. Valid till August 31, 2021. Limited to one redemption per guest.

Brought to you by Fresh