Fresh creates modern alchemy by fusing innovative natural ingredients with time-honored beauty rituals for a sensorial experience that is as indulgent as it is effective. In 1991, Lev Glazman and Alina Roytberg, husband-and-wife co-founders of Fresh, set out to create the perfect artisanal soap.
The launch of the now iconic Oval Soap Collection sparked their passion for developing products that are as indulgent as they are effective. “Always keeping in mind the emotional connection to Fresh is key – that’s something that Alina and myself are very passionate about”, says Lev.
It was Lev and Alina’s passion and clear vision that made Fresh the first company to pioneer the use of natural ingredients like sugar, milk, soy, and rice in modern day beauty treatments, and they continue to launch brilliant beauty innovations.

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