“In the early ’90s, there was a buzz about the health benefits of soy, but there wasn’t much talk about its effects on the skin. We researched the natural ingredient for a few years and introduced soy to the beauty market in 1999. As our first venture into skincare, the Soy Collection continues to hold a special place in our hearts.”
– Lev Glazman and Alina Roytberg, fresh founders
The skin around the eyes is thinner and more delicate than the rest of the face—and one of the first areas to show signs of aging—so it needs to be protected and treated with special care. Blinking, squinting, eye rubbing, and removing makeup along with fatigue, dehydration, allergies, and stress can lead to puffiness, fine lines, crow’s feet, dullness, and a loss of elasticity and moisture.
At fresh, we believe your skin is a living organ with ever-changing needs depending on where you live, the time of year, or even the day. You know how sometimes you feel like richer foods and other times lighter veggies? It’s because your body has cravings—and the same goes for your skin. That’s why we create products that can be used in any combination and have a mask for every mood. Listen to your skin. It will tell you what it wants—in any given moment. And we’ll tell you what works.
The company, in collaboration with experts in the field, has therefore developed two initiatives. The introduction of ECOWASH technology, by the company Jeanologia, has helped to reduce the consumption of water, energy and chemicals. The incorporation of the Better Cotton Initiative (BCI) in garments also encourages the use of sustainable cotton farming techniques, reduces the consumption of water and chemicals and guarantees workers’ health and safety. Organic cotton, which reduces water consumption during cultivation, and recycled cotton, which encourages a circular economy, are likewise used.