If you’ve ever found yourself browsing through the aisles of Sephora overseas (hands up!), you’ve more than likely come across cult skincare brand Fresh. One of the first skincare brands to start talking about—and using—natural ingredients, Fresh is the brainchild of Lev Glazman and Alina Roytberg, who founded the range in 1991. They launched initially with an Oval Soap, which was rich in natural ingredients and tied-up with a semi-precious stone. From there, the line expanded into skin and body care, harnessing Glazman’s passion for fragrance and Roytberg’s talent and background in fashion and design.
Fresh takes a different approach to beauty and skincare, says Glazman, from Sydney on the eve of the brand launching at Sephora Australia. “People were having a harder time connecting emotionally to brands—beauty had become regimented and scientific—and we have never looked at it that way. We saw it as eclectic, and there was a huge appetite for ingredients and discovery.” One of the things people love [about Fresh] is that we take them on a journey, the same journey that we go through when we discover ingredients, he adds. “We don’t just say we are using an ingredient, we create a study around the ingredient—we are trying to build a story."
It’s this emphasis placed on natural, quality ingredients that sets the brand apart from its competitors, but the Fresh experience doesn’t stop there—the sensorial aspect is unique, says Roytberg. “With Lev’s skill for [texture] and scent, every product has a different texture, so not only do you understand that it’s working, you feel it working—the experience is as indulgent as it is effective.”
The one product that everyone needs to try? The Soy Cleanser ($54; at sephora.com.au) the duo exclaim in unison, the cult product that was the brand’s first foray into skincare. It uses the amino acid-rich ingredient to gently cleanse the skin and remove make-up, leaving your complexion soft and nourished. “The products are designed to be used when you feel that you need it, rather than to treat a particular concern or skin type,” says Roytberg. “With Fresh, you can create your own ritual based on what your skin needs—you don’t have to just use the Rose Collection or just the Black Tea. With the soy cleanser, [we use it] because it's something we all have to do—we live in the real world, we go outside and we are exposed to pollution, radicals, and toxins, and there’s nothing like the purification and relaxation of taking the world off your face. Cleansing is so much more than washing the dirt off, it’s ritualistic, and that’s why the cleanser is an essential step for men, women and even children.”