What FOREO does

FOREO is a Stockholm-headquartered, privately held beauty-tech company founded in 2013 that designs, manufactures, and sells at-home skincare, oral care, haircare, and IPL devices through a direct-to-consumer e-commerce platform operating in 60+ countries. Its product architecture is built around proprietary hardware technologies — T-Sonic pulsations, microcurrent with an Anti-Shock safety system, dual microcurrent, LED light therapy, IPL with 360° cooling, radio frequency, diamond microdermabrasion, and electroporation — implemented in medical-grade silicone form factors and unified through the FOREO app for Bluetooth device control and AI-powered skin analysis.

The company's revenue model is anchored by hardware unit sales at price points spanning roughly $169 to $878.90, supplemented by device-specific skincare consumables (e.g., FAQ Red Light Peptide Serum, Supercharged Firming Body Serum, PEACH Cooling Prep Gel) and, as of March 2026, a new ingestible supplement (FAQ Pure Beauty-Tech Elixir). Distribution combines owned e-commerce storefronts in 11+ languages, an affiliate program executed through Linkshare and HasOffers (2–15% commission, 60-day cookie), and select global retail partners. FOREO serves individual consumers — primarily women across multiple age segments, with a growing male grooming line and dedicated oral care, haircare, and eye care sub-categories — and has accumulated 250+ industry awards and FDA clearances for its FAQ 202 plus LED mask, FAQ 202 silicone LED mask, and FAQ 302 hair regrowth scalp massager.

Name

FOREO

Legal name

FOREO Limited

Website

https://foreo.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

FOREO is a Stockholm-based beauty-tech company founded in 2013 that designs and sells at-home skincare, oral care, and haircare devices with proprietary T-Sonic, microcurrent, LED, and IPL technologies to individual consumers in 60+ countries via direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Consumer Beauty Electronics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Dermatology & Aesthetics Pharmaceuticals (HLAIAAAK)

Keywords

• Beauty tech devices
• Facial cleansing devices
• LED light therapy
• Microcurrent skincare
• Sonic toothbrushes

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Beauty Device Sales: FOREO generates primary revenue through sales of its beauty-tech devices including facial cleansing (LUNA), microcurrent toning (BEAR), hydration (UFO), LED masks (FAQ), IPL hair removal (PEACH), oral care (ISSA), and specialized treatments. Devices range from $169 to $878.90 with various bundle options offering savings.
2. Skincare Products: Supplementary skincare products including cleansers, moisturizers, serums, and specialized formulations like FAQ Red Light Peptide Serum, Manuka Honey Primer, and Supercharged Firming Body Serum.
3. Beauty-Tech Supplements: FOREO launched its first supplement product called FAQ Pure - a vegan-friendly, no-added-sugar beauty-tech elixir containing 85 active ingredients marketed as an all-in-one anti-aging supplement targeting skin, hair, nail health, energy, mental clarity, and sleep quality.
4. Affiliate Program: Commission-based revenue share with affiliates ranging from 2% to 15% for referring customers to purchase products through the FOREO website.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

FOREO designs, manufactures, and sells at-home beauty-tech devices and complementary skincare products, including facial cleansing brushes with T-Sonic technology (LUNA), microcurrent toning devices (BEAR), LED light therapy masks (FAQ), IPL hair removal systems (PEACH), sonic toothbrushes (ISSA), and a recently launched beauty supplement (FAQ Pure Elixir). The company operates under the FOREO and FAQ Swiss sub-brands, selling primarily direct-to-consumer through its e-commerce platform with global shipping to 60+ countries.

Product overview

FOREO is a Stockholm-based beauty-tech company specializing in at-home skincare and oral care devices. The product portfolio centers on three core device platforms: LUNA (facial cleansing with T-Sonic technology), BEAR (microcurrent facelifting), and UFO (hydration with light therapy). These are complemented by specialized devices including ISSA (oral care toothbrushes), FAQ (LED masks and anti-aging treatments including FDA-cleared devices), PEACH (IPL hair removal), KIWI (microdermabrasion), ESPADA (acne treatment), and IRIS (eye care). FOREO has recently expanded beyond hardware into nutraceuticals with the FAQ Pure Beauty-Tech Elixir supplement. The ecosystem is unified through the FOREO app with AI-powered skin analysis and Bluetooth-connected device control.

Differentiator

Problem solved

Functional benefit

Brands

• FAQ™ Swiss: Premium anti-aging treatment line featuring LED masks, radio-frequency devices, and skincare products targeting specific concerns like facial anti-aging, neck and décolleté care, hand rejuvenation, and hair regrowth.
• MYSA

Products and services

• LUNA 4 Collection
• BEAR 2 Collection Microcurrent toning devices for non-surgical facial lifting and muscle stimulation, including BEAR 2, BEAR 2 go, BEAR 2 eyes & lips, and BEAR 2 body variants targeting different treatment areas.
• UFO 3 Collection Deep facial hydration devices combining near-infrared, red light therapy, thermotherapy, cryotherapy, and sonic pulsations for comprehensive skin hydration and rejuvenation.
• ISSA 4 Collection Hybrid silicone sonic toothbrushes for oral care with up to year-long battery life per charge, including ISSA 4, ISSA 4 plus (smart version), ISSA 4 smile, and ISSA 4 baby variants; clinically proven to improve oral hygiene by 140%.
• FAQ 202 plus LED Face Mask FDA-cleared anti-aging LED face mask using light therapy for skin rejuvenation; new and improved version of the original FAQ 202 LED mask.
• FAQ 502 Full-Spectrum Red Light Therapy Full-spectrum red light therapy device for deep cellular repair and skin rejuvenation, marketed as 'Sunlight, refined.'
• PEACH 2 Collection IPL (Intense Pulsed Light) hair removal devices featuring a 360-degree skin cooling system for comfortable, painless hair removal, including PEACH 2 Pro Max, PEACH 2, and PEACH 2 go variants.
• IRIS 2 Eye Massager Rejuvenating eye massager mimicking tapping techniques used in traditional Asian skincare to reduce puffiness and fatigue around the eyes.
• KIWI Collection Pore care devices using vacuum suction and diamond microdermabrasion for blackhead removal and skin exfoliation, including KIWI and KIWI derma variants.
• ESPADA 2 Plus Acne treatment device using blue light LED therapy for recurring acne care, including ESPADA 2 and ESPADA 2 plus variants.
• FAQ 102 Radio Frequency Device Radio frequency lifting device for clinical anti-aging treatment, stimulating collagen production through controlled tissue heating.
• FAQ 302 Laser & LED Hair Scalp Massager FDA-cleared hair regrowth device combining low-level laser therapy (LLLT) with LED light for hair strengthening and regrowth stimulation.
• FAQ Pure Beauty-Tech Elixir Vegan-friendly, no-added-sugar all-in-one anti-aging supplement containing 85 active ingredients targeting skin, hair, nail health, energy, mental clarity, and sleep quality; FOREO's first product expansion beyond hardware devices into integrated product ecosystems.
• FLIP Play Advanced LED Hairbrush LED light hairbrush for hair repair and scalp stimulation, combining light therapy with hair brushing functionality.
• FAQ 211 Neck & Decollete LED Mask Anti-aging LED mask specifically designed for neck and decolletage treatment areas.
• FAQ 221 Hand LED Mask Anti-aging LED hand mask for hand rejuvenation treatments.
• FOREO For You App Mobile application for connecting and controlling FOREO devices via Bluetooth, providing AI-powered skin analysis, personalized treatment routines, and device customization; available on iOS App Store and Google Play.

Quantifiable outcome

• ISSA toothbrush clinically proven to improve overall oral hygiene by 140%
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature9 records

Partnerships

Three partnerships are on record, tiered minor and core.

• BazaarvoiceminorOthersProduct review platform used by FOREO to collect and display verified customer reviews on the e-commerce website. Bazaarvoice provides review infrastructure and authentication services.
• LinksharecoreChannel Partner/ Reseller/ DistributorAffiliate marketing network used for the FOREO affiliate program, enabling bloggers and website owners to promote FOREO products and earn commissions.
• HasOffers (Flip)coreChannel Partner/ Reseller/ DistributorAffiliate tracking platform used for the FOREO affiliate program to manage affiliate relationships, tracking, and commission payments.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Peers

• L'Oréal (Beauty Devices):

Direct peers

• NuFACE: NuFACE is a direct competitor in at-home microcurrent facial toning devices, the exact category FOREO's BEAR 2 competes in. Both sell FDA-cleared, clinically-positioned microcurrent devices through DTC and select retailers, targeting the same anti-aging consumer.
• Therabody: Therabody is a beauty-tech and wellness device company offering percussive therapy and skincare-adjacent devices. Like FOREO, it combines proprietary technology, premium pricing, celebrity endorsements, and global DTC distribution in the at-home professional-grade device category.
• CurrentBody: CurrentBody is a beauty-tech retailer and brand specializing in at-home LED masks, microcurrent, and skincare devices, directly overlapping with FOREO's FAQ LED mask and BEAR microcurrent lines. Both target the same at-home clinical-grade beauty consumer.
• YA-MAN: YA-MAN is a Japanese beauty-tech company offering RF, LED, microcurrent, and iontophoresis devices. It is identified alongside FOREO in the Asia-Pacific skincare tools market report, competing in the same premium at-home device category.
• ZIIP Beauty: ZIIP Beauty makes app-connected microcurrent facial devices positioned as professional-grade at-home treatments. It directly competes with FOREO's BEAR line in the microcurrent category with a similar tech-forward, app-integrated proposition.
• ReFa: ReFa (MTG Co., Ltd.) is a Japanese beauty device brand offering microcurrent rollers and facial toning devices. It is identified alongside FOREO in the Microcurrent Facial Market, with strong brand recognition in Asia-Pacific markets.

Emerging players

• Dr. Dennis Gross Skincare: Dr. Dennis Gross is a dermatologist-founded skincare brand best known for at-home LED light therapy masks. It competes directly with FOREO's FAQ Swiss LED mask line at the premium, clinical-grade end of the market.
• Solawave: Solawave is an emerging beauty-tech brand offering red light therapy, microcurrent, and facial toning devices at accessible price points with a strong TikTok-driven DTC presence. It targets the same at-home anti-aging consumer as FOREO's BEAR and FAQ lines.

Broad incumbents

• Philips (Personal Care): Philips is a broad incumbent in personal care devices, identified alongside FOREO in the Europe Smart Electric Toothbrush Market. It competes in oral care (Sonicare vs FOREO ISSA) and adjacent beauty device categories with much larger scale and retail presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/foreo
• YouTubeyoutube.com/c/FOREO
• Facebookfacebook.com/foreo
• LinkedInlinkedin.com/company/foreo
• Instagraminstagram.com/foreo_official
• Pinterestpinterest.com/FOREO
• TikToktiktok.com/@foreo

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FOREO