Fresh
Fresh is a luxury skincare, lip, body, and fragrance brand founded in 1991, owned by LVMH, and headquartered in New York. It sells proprietary, ingredient-led products (including the ultra-premium Crème Ancienne line) via global DTC e-commerce, physical retail in 25+ countries, and a recurring subscription service.
- Company typePrivate
- Founded1991
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fresh does
Fresh is a luxury skincare, lip care, body care, and fragrance brand founded in 1991 by Lev Glazman and Alina Roytberg and headquartered in New York. The brand is privately held as a subsidiary of LVMH (Moët Hennessy Louis Vuitton) and operates a global DTC e-commerce platform on fresh.com alongside physical retail stores across 25+ countries in the Americas, Europe, Asia Pacific, and Oceania. Its product portfolio is organized around signature ingredient collections — Soy, Rose (Bulgarian damask rose), Black Tea (Mauritius, patented 6-step extraction FR3125426), Kombucha (double-fermented), Lotus (Super Lotus), Sugar, Umbrian Clay, and the ultra-premium Crème Ancienne line (multi-patented oil micro-droplet technology EP2683475, EP3349856, FR3067930, and patented white truffle enzymatic extraction ITBO20070542).
Fresh generates revenue primarily through one-time direct product sales at price points ranging from $16 to $420, supplemented by an Auto-Replenish subscription service offering 10% discount and free shipping, a Fresh Rewards loyalty program, and promotional cycles (e.g., 30% off sitewide, 5-piece gift with $150+ purchase). Customer acquisition runs through content marketing, SEO, email (15% first-order offer), and product finders on fresh.com, with Klarna and Afterpay integrated at checkout. As of 2026, LVMH is reportedly exploring the sale of Fresh amid eight consecutive years of beauty division losses, creating near-term ownership uncertainty.
Fresh firmographics
Firmographics- Name
- Fresh
- Legal name
- Fresh Inc.
- Website
- https://fresh.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fresh is a luxury skincare, lip, body, and fragrance brand founded in 1991, owned by LVMH, and headquartered in New York. It sells proprietary, ingredient-led products (including the ultra-premium Crème Ancienne line) via global DTC e-commerce, physical retail in 25+ countries, and a recurring subscription service.
- Ownership category
- akta.pro rank
Fresh industry classification
Industry- Product category
- Luxury Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industries
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Natural & Clean Fragrance (CRABADAG), Consumables Replenishment Subscriptions (CRAFAIAG)
Keywords
Where Fresh is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fresh business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Fresh generates primary revenue through direct-to-consumer sales of skincare, lip care, body care, and fragrance products via fresh.com and retail stores. Products are sold at various price points from $16 to $420+ with tiered sizing options.
- Auto-Replenish Subscription: Recurring subscription service offering 10% discount on all auto-replenishment products plus free ground shipping. Customers select delivery frequency (monthly to every 6 months). Enables predictable recurring revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard full-size products at retail pricing |
| Subscription | Monthly | Auto-Replenish subscription with 10% discount |
| One time/ perpetual license | Pay-as-you-go | Gift sets and bundled products |
| Unit Pricing | Pay-as-you-go | Premium Crème Ancienne Collection |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Fresh product offering
Product offeringCore offering
Fresh is a luxury skincare brand that develops, manufactures, and sells sensorial skincare, lip care, body care, and fragrance products combining natural ingredients with modern science. The portfolio is organized around proprietary ingredient-led collections (Soy, Rose, Black Tea, Kombucha, Lotus, Sugar, Umbrian Clay, Crème Ancienne, Hesperides) and is sold direct-to-consumer via fresh.com, physical retail stores, and an Auto-Replenish subscription service, with pricing ranging from $16 entry-level items to $420+ ultra-premium Crème Ancienne products.
Product overview
Fresh is a luxury skincare brand founded in 1991 by Lev and Alina, now owned by LVMH, offering a comprehensive portfolio of sensorial, ingredient-proven skincare, body care, and fragrances. The product line is organized around signature ingredient collections including Soy, Rose, Black Tea, Kombucha, Lotus, Sugar, Umbrian Clay, Crème Ancienne, and the Hesperides fragrance line. Core products include cleansers (Soy Face Cleanser), moisturizers (Rose Deep Hydration Face Cream, Lotus Youth Preserve Dream Face Cream), essences and serums (Kombucha Facial Treatment Essence, Crème Ancienne Essence), eye care (Crème Ancienne Eye Cream), masks (Umbrian Clay Purifying Mask, Black Tea Instant Perfecting Mask), and lip care (Sugar Lip Treatment, Sugar Advanced Therapy Lip Rescue Ointment). The ultra-premium Crème Ancienne collection features white truffle-based products with patented extraction processes. Beyond products, Fresh offers subscription services (Auto-Replenish), loyalty program (Fresh Rewards), and interactive tools (Skincare Finder, Lip Care Finder, Gift Finder). The brand also provides body care (Brown Sugar Body Polish, Sake Bath, Hesperides Grapefruit body collection) and fragrances (Hesperides Eau de Parfums).
Differentiator
Problem solved
Functional benefit
Brands
- Fresh Beauty: The commercial brand name used for the skincare, body care, and fragrance products.
Products and services
- Soy Face Cleanser
Quantifiable outcome
- +55% radiance observed after 4 weeks with Lotus Youth Preserve Dream Face Cream
- +10 more outcomes
Companies that use Fresh
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
Fresh technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature7 records
Fresh partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Hetrick-Martin InstitutecoreFresh partners with HMI to support LGBTQ+ youth by providing funding for a full-time counselor position, offering professional expertise from Fresh leaders to HMI staff, and donating 1,000+ Fresh products to HMI's pantry providing everyday essentials to members. Based in New York, HMI serves over 2,000 LGBTQ+ youth aged 13-24 annually.
- Union for Ethical BioTrade (UEBT)coreFresh is a member of UEBT, promoting sourcing with respect. Partnership aims to regenerate nature and secure a better future for people through ethical sourcing practices. UEBT is internationally recognized for defining ethical sourcing standards for ingredients from biodiversity.
- LVMH Research and Innovation CentercoreFresh partners with LVMH Research and Innovation Center as part of Forever Fresh commitment to improve ingredient sourcing with respect to planet and people, and make positive impact in source communities. Goal to achieve 100% traceable skincare hero ingredients.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Fresh competitors and assessment
Company assessmentDirect peers
- Tatcha: Luxury skincare brand combining Japanese-inspired natural ingredients with proprietary formulation science. Highly comparable to Fresh's positioning as a sensorial, ingredient-story-driven prestige skincare brand sold at similar premium price points ($40-$200+) through DTC and retail.
- La Mer: Ultra-luxury skincare brand (Estée Lauder owned) with the iconic Crème de la Mer hero product. Directly comparable to Fresh's Crème Ancienne collection in ultra-premium pricing tier ($300+), heritage storytelling, and proprietary fermentation/extraction technology.
- Drunk Elephant: Prestige clean skincare brand with strong DTC and Sephora distribution. Comparable to Fresh as a younger prestige skincare brand built on ingredient transparency and clinical efficacy, though positioned in the clean/biocompatible subsegment versus Fresh's natural + science positioning.
- Augustinus Bader: Luxury skincare brand built on proprietary cellular repair technology (TFC8) with ultra-premium price points ($200-$450). Highly comparable to Fresh's Crème Ancienne in science-backed luxury positioning, patented technology moat, and clinical efficacy storytelling.
Broad incumbents
- Kiehl's: Heritage apothecary-style skincare brand owned by L'Oréal, sold through DTC, department stores, and standalone retail. Comparable to Fresh as a globally distributed prestige skincare brand with strong ingredient storytelling and natural/botanical positioning, but at a more accessible price tier.
- Estée Lauder: Global prestige beauty conglomerate with a portfolio of skincare brands including La Mer, Clinique, and Dr. Jart+. Comparable to Fresh as a competing luxury skincare parent entity with overlapping retail channels and competitive pressure on shelf space at Sephora, department stores, and travel retail.
- Shiseido: Japanese prestige beauty conglomerate with strong heritage skincare franchises (Shiseido, Cle de Peau, NARS). Comparable to Fresh as a global prestige skincare competitor with emphasis on ingredient heritage, scientific formulation, and strong Asia-Pacific distribution where Fresh is expanding.
Emerging players
- Tata Harper: Luxury natural and non-toxic skincare brand with farm-to-face ingredient sourcing and ultra-premium pricing. Comparable to Fresh as a clean/natural positioning prestige skincare brand, though smaller scale and more concentrated on certified organic formulation.
- Dr. Barbara Sturm: Celebrity dermatologist-led luxury skincare brand with proprietary molecular science (MCB technology) and ultra-premium price points. Comparable to Fresh's science-meets-nature positioning and premium pricing tier, with similar celebrity/influencer-driven brand awareness.
- Glossier: Direct-to-consumer beauty brand built on community and minimal-ingredient philosophy. Comparable to Fresh's DTC-first GTM motion and skincare finder quiz approach, though positioned in the accessible-prestige tier ($20-$60) versus Fresh's premium positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fresh social profiles
Digital presenceFresh compliance and trust
Trust signalCompliance3 records
Fresh financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fresh leadership team
Management profileNumber of profiles
Profiles1 record
Fresh funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fresh M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fresh
What does Fresh do?
Fresh is a luxury skincare brand that develops, manufactures, and sells sensorial skincare, lip care, body care, and fragrance products combining natural ingredients with modern science. The portfolio is organized around proprietary ingredient-led collections (Soy, Rose, Black Tea, Kombucha, Lotus, Sugar, Umbrian Clay, Crème Ancienne, Hesperides) and is sold direct-to-consumer via fresh.com, physical retail stores, and an Auto-Replenish subscription service, with pricing ranging from $16 entry-level items to $420+ ultra-premium Crème Ancienne products.
Is Fresh a public or private company?
Fresh is a private company. It is classified as corporate owned and is currently operating.
When was Fresh founded?
Fresh was founded in 1991. It employs 51 to 100 people.
Where is Fresh based?
Fresh is headquartered in New York, United States, in the North America region.
How does Fresh make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are auto-Replenish Subscription.
Who are Fresh's main competitors?
Direct peers on record are Tatcha, La Mer, Drunk Elephant and Augustinus Bader. Broad incumbents are Kiehl's, Estée Lauder and Shiseido. Emerging players are Tata Harper, Dr. Barbara Sturm and Glossier.
Does Fresh have an API?
No public API is recorded for Fresh.
What industry is Fresh in?
Fresh's product category is Luxury Skincare. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging). Its NAICS code is 456120 and its SIC code is 2844.