Fresh

Fresh was established in 1991 by Lev Glazman and Alina Roytberg. The founders' early retail concept centered on handmade soaps and personal-care products, offering customers an alternative to standardized beauty products through ingredient-led formulas, tactile textures, and an intimate store experience. The company emerged from the New York and Boston independent-beauty environment and gradually expanded from soaps into a more comprehensive skincare and bath-and-body business. During the 1990s, Fresh broadened its product range and developed the ingredient-centered franchises that later became central to its identity. Rather than presenting itself solely as a clinical skincare company, Fresh connected natural-origin ingredients with luxury packaging and strong sensory appeal. This approach allowed the brand to occupy a middle ground between traditional apothecary-inspired products, modern prestige cosmetics, and lifestyle-oriented personal care. The brand's expansion included facial cleansers, moisturizers, masks, lip products, body products, and fragrances. Soy-based cleansing became one of its most recognizable product concepts, while sugar was used as a recurring theme in lip care. Rose, black tea, and other botanical ingredients provided organizing themes for additional collections. These families helped Fresh create a recognizable product architecture in which customers could move from a hero item to a complete skincare or body-care routine. A major turning point came in 2000, when LVMH acquired a majority stake in Fresh. The deal placed the company within one of the world's largest luxury-goods groups and gave it access to international retail, distribution, marketing, and operational capabilities. Fresh continued to operate as a distinct brand rather than being absorbed into another LVMH beauty label. Its positioning remained focused on ingredient stories, sensorial use, and approachable prestige. Following the LVMH transaction, Fresh expanded its international presence and strengthened its presence in department stores, specialty beauty retail, branded stores, and e-commerce. The company continued to introduce new products and variations within established franchises, including hydration, anti-aging-oriented, cleansing, lip-care, essence, fragrance, and body-care categories. Product launches commonly used ingredient or ritual narratives to make technical skincare benefits more accessible to consumers. Fresh's later development has been shaped by the broader evolution of prestige beauty. Consumers increasingly evaluate products through a combination of efficacy, ingredient transparency, sustainability expectations, packaging, and online reviews. Fresh has retained its distinctive sensory and ingredient-led identity while operating within LVMH's wider beauty portfolio. Its current public profile is that of an active international subsidiary brand, although LVMH and Fresh do not routinely publish a complete standalone history of financial performance, employee numbers, or market-level sales.

1. 2000LVMH takes a majority stake

   LVMH acquires a majority interest in Fresh, making the brand part of its international luxury and beauty portfolio.

   Source
2. 1991Fresh is founded

   Lev Glazman and Alina Roytberg establish Fresh in the United States, initially focusing on handmade soaps and personal-care products.

   Source

Prestige skincare and personal care combining sensory rituals, natural-origin ingredient associations, and contemporary luxury beauty presentation.

• Soy Face CleanserFacial cleanser

  A signature Fresh facial cleanser positioned as a gentle daily wash. It is associated with a gel texture, soy-based ingredient story, and use across a range of skin types. The product has served as one of the brand's principal entry products and has been offered in multiple sizes and retail formats.

• Sugar Lip TreatmentLip care

  A family of lip treatments developed around the brand's recurring sugar ingredient theme. The range includes nourishing, protective, tinted, and color-oriented formats, allowing it to function both as daily lip care and as a light makeup product. Its shade variety and giftable presentation have made it one of Fresh's most recognizable franchises.

• Rose Deep Hydration collectionHydrating skincare

  A rose-themed skincare family focused on hydration and a soft sensory experience. Products in the collection have included cleansing, toning, moisturizing, and mask formats. The range extends Fresh's use of recognizable botanical cues while addressing the mainstream prestige-skincare need for moisture and comfort.

• Black Tea collectionTreatment skincare

  A treatment-oriented skincare collection built around black tea as its principal ingredient narrative. It has been associated with firming, smoothing, and antioxidant-focused claims and has included products for cleansing, treatment, moisturizing, and eye care. The collection represents Fresh's move beyond basic hydration into more advanced prestige-skincare routines.

• Kombucha Facial Treatment EssenceFacial essence

  A facial essence positioned as a preparatory and hydrating step in a skincare routine. Its kombucha-centered concept reflects Fresh's tendency to draw on food and fermentation associations when developing ingredient stories. The product is intended to complement rather than replace cleansing, serum, and moisturizing steps.

• 2000Join the LVMH beauty portfolioM&A

  Fresh had developed from an independent, ingredient-led personal-care company into a broader prestige beauty brand seeking international scale.

  What changed. LVMH acquired a majority stake in Fresh while retaining the brand as a distinct business within its luxury beauty activities.

  Aftermath. The transaction gave Fresh access to the resources and international distribution capabilities of a global luxury group. No standalone transaction value is included because a reliable figure is not established here.

  Source

• 2000LVMH acquires a majority stake in Fresh

  LVMH announced the acquisition of a majority interest in Fresh, bringing the New York-founded beauty brand into its luxury-goods portfolio.

  M&A
  Source

1. Fresh official brand information
2. LVMH: Fresh