4fresh

What 4fresh does

4fresh is a privately held Russian cosmetics and personal care brand operating as OOO «4ФРЭШ ГУДС» (4FRESH GOODS LLC) under CEO Natalia Andreevna Kozlova. Founded in 2009 and headquartered in Obninsk, Kaluga Oblast, the company designs and sells hair care (shampoos, conditioners, masks, serums — including the SOS Repair and Active Growth lines) and body care products (creams, shower gels, deodorants, soaps). Its core technology layer is a branded formulation system built on two pillars: double-concentrated active ingredients positioned to work at the cellular level on skin and hair, and Scentease™, a proprietary patented aromatic molecule complex marketed as reducing stress and restoring emotional balance. Products are organized into five signature fragrance lines — Rosewood & Cashmere, Sandal & Sichuan Pepper, Vanilla & Tonka Bean, White Jasmine & Amber, and Magnolia & Neroli — that span both hair and body categories.

The business model is consumer-direct and multi-channel. 4fresh sells through its own e-commerce storefront (4fresh.ru), the two dominant Russian marketplaces (Wildberries and OZON), premium beauty retailer Goldapple, fashion platform Lamoda, and a wider retail network that includes Globus, Maxidom, Familia, R-Ulybka, MM, Vprok, and TovarbezPereplat. Revenue is generated through standard product transactions across these channels; pricing is not publicly disclosed and is set at the marketplace and retail level. The company also operates a 10% commission affiliate program routed through a Telegram bot to drive content-creator-led demand.

Customer segmentation is horizontal: 4fresh targets Russian beauty-conscious consumers seeking science-backed, transparently formulated personal care with stress-reducing aromatic properties, rather than enterprise or B2B buyers. The company has 11–50 employees, is independently owned with no disclosed institutional capital, and sustains its presence through earned media in Russian beauty publications (Super.ru, Marie Claire Russia, RBC Style, Wedding Magazine, NOW, The Day) alongside marketplace shelf presence. No revenue, funding, or valuation figures are publicly disclosed.

Name

4fresh

Legal name

OOO «4ФРЭШ ГУДС» (Obshchestvo s ogranichennoy otvetstvennostyu "4FRESH GOODS")

Website

https://4fresh.ru

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

4fresh is a privately held Russian cosmetics brand (founded 2009, Obninsk) selling hair and body care products with proprietary Scentease™ aromatic molecules and double-concentrated active formulas to Russian consumers via its own website, Wildberries, OZON, and a multi-retailer network.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Deodorants & Antiperspirants (CRADANAA), Natural & Clean Fragrance (CRABADAG)

Keywords

• Hair care cosmetics
• Body care products
• Natural personal care
• Aromatic cosmetics
• Beauty brand

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Marketplace Sales: Primary revenue from direct sales of cosmetics and personal care products through Russian marketplaces Wildberries and OZON.
2. Direct E-commerce Sales: Direct sales through owned online storefront at 4fresh.ru.
3. Retail Distribution: Revenue from distribution through multiple Russian retail chains including Goldapple, Lamoda, Maxidom, Globus, Familia, and others.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels3 records

Core offering

4fresh is a Russian beauty and personal care brand that develops and sells its own branded hair and body cosmetics. The portfolio includes rinse-off perfumed serums, hair masks, hair serums, shampoos, conditioners/balms, body creams, shower gels, deodorants, and soaps, organized into five signature fragrance lines. Products are formulated with double-concentrated active ingredients and proprietary Scentease™ aromatic molecules designed for cellular-level restoration and emotional balance.

Product overview

4fresh is a Russian beauty and cosmetics brand specializing in hair care and body care products. The core product portfolio includes rinse-off perfumed serums with a WOW effect, hair masks (SOS REPAIR, ACTIVE GROWTH), hair serums, shampoos, balms, body creams, shower gels, deodorants, and soaps. The brand differentiates through two proprietary technologies: (1) Scentease™ — patented aromamolecules that reduce stress and restore emotional balance, and (2) double-concentrated active formulas that work at the cellular level to restore skin and hair from within. Products are organized into five signature fragrance lines (Rosewood & Cashmere, Sandal & Sichuan Pepper, Vanilla & Tonka Bean, White Jasmine & Amber, Magnolia & Neroli) that span both hair and body care categories. The brand sells through its own website and major Russian marketplaces including Wildberries and OZON.

Differentiator

Problem solved

Functional benefit

Products and services

• Rinse-off Perfumed Serums (Несмываемые парфюмированные сыворотки) Leave-in perfumed serums with double-concentrated active formulas that work at the cellular level to transform skin and hair. Targeted at consumers seeking high-efficacy perfumed hair care with a visible WOW effect.
• Hair Serums (Сыворотки для волос) including Active Growth line Hair serums that address slowed growth and thinning by strengthening the hair structure from within, including an Active Growth line formulated to stimulate growth and reinforce the hair shaft.
• Hair Masks (Маски для волос) — SOS REPAIR and ACTIVE GROWTH Restorative hair masks containing active plant-based keratin that fills voids within the hair shaft, restoring structure and density. Offered in SOS REPAIR (damaged/colored hair) and ACTIVE GROWTH (growth stimulation) variants.
• Shampoos (Шампунь) — SOS REPAIR line Hair shampoos designed to restore colored and damaged hair, including the SOS REPAIR line for post-color hair care.
• Balms/Conditioners (Бальзам) — SOS REPAIR line Hair balms and conditioners complementing the SOS REPAIR line for post-coloring hair care.
• Body Cream (Крем для тела) — White Jasmine & Amber Body care creams with double-concentrated active ingredients, with a White Jasmine & Amber variant featuring vanilla and tonka bean notes.
• Shower Gel (Гель для душа) — White Jasmine & Amber Body wash products in the White Jasmine & Amber collection with selective perfumery fragrances.
• Deodorant (Дезодорант) — White Jasmine & Amber Deodorant products in the White Jasmine & Amber fragrance line.
• Bar Soap (Мыло) Bar soap products as part of the body care line.
• 4fresh Signature Fragrance Lines (Rosewood & Cashmere; Sandal & Sichuan Pepper; Vanilla & Tonka Bean; White Jasmine & Amber; Magnolia & Neroli) Five signature fragrance narratives spanning the hair and body care portfolio: Rosewood & Cashmere (powdery, feminine cashmere notes), Sandal & Sichuan Pepper (warm sandalwood with Sichuan pepper), Vanilla & Tonka Bean (creamy vanilla with tonka, fragrance lasting up to 24 hours on hair), White Jasmine & Amber (white jasmine with amber), and Magnolia & Neroli (botanical floral).

Quantifiable outcome

• Products work at the cellular level to restore skin and hair from within
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• WildberriescoreChannel Partner/ Reseller/ DistributorMajor Russian e-commerce marketplace and primary sales channel for 4fresh products. 4fresh maintains an official brand store on Wildberries.
• OZONcoreChannel Partner/ Reseller/ DistributorMajor Russian e-commerce marketplace and primary sales channel for 4fresh products. 4fresh operates as a seller on OZON.
• GoldapplecoreChannel Partner/ Reseller/ DistributorRussian premium beauty retailer carrying 4fresh brand products in their catalog.
• LamodacoreChannel Partner/ Reseller/ DistributorRussian fashion and beauty e-commerce platform distributing 4fresh cosmetics and personal care products.
• MaxidomminorChannel Partner/ Reseller/ DistributorRussian retail chain distributing 4fresh products alongside home improvement and lifestyle goods.
• GlobusminorChannel Partner/ Reseller/ DistributorRussian hypermarket chain carrying 4fresh beauty and personal care products.
• FamiliaminorChannel Partner/ Reseller/ DistributorRussian off-price retail chain distributing 4fresh products.
• R-UlybkaminorChannel Partner/ Reseller/ DistributorRussian retail chain distributing 4fresh products.
• MM, Vprok, TovarbezPereplatminorChannel Partner/ Reseller/ DistributorVarious Russian retail and marketplace partners distributing 4fresh products.
• Logistics and Delivery PartnersminorImplementation/ SI/ Consulting PartnerThird-party logistics and courier services used for order fulfillment: OOO Grastin, OOO Smart-book (Boxberry), AO Armadillo Business Posylka (DPD), FGUP Russian Post, OOO Delovye Linii, OOO Pervaya Ekspeditsionnaya Kompaniya, OOO Energiya and other specialized organizations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Body Shop: Established natural beauty brand with global retail footprint and ethical positioning - illustrates the scale and brand-equity trajectory possible from 4fresh's current natural/wellness positioning.
• Lush: Global natural/ethical beauty brand with strong aromatherapy and sensory positioning - useful comp for understanding how 4fresh's Scentease™ narrative could scale internationally if export barriers were removed.

Direct peers

• Mi&Ko: Russian natural cosmetics brand with broad personal care portfolio sold through Russian marketplaces and retail - comparable in size and channel strategy.
• Planeta Organica: Russian natural/eco beauty brand with extensive hair care and body care assortment sold through Wildberries, OZON, and major Russian retailers. Closely comparable positioning on 'natural + scientific' claims.
• Estel: Major Russian professional and consumer hair care brand focused on colored/damaged hair repair and growth - directly overlaps 4fresh's SOS Repair and Active Growth lines.
• Levrana: St. Petersburg-based natural cosmetics manufacturer with broad hair, body, and skincare portfolio. Overlapping channel mix including Wildberries, OZON, and Goldapple distribution.
• Organic Shop: Russian organic beauty brand offering hair and body care products through marketplaces and DTC - competes for the same value-conscious Russian beauty consumer with similar natural-positioning claims.
• Botavikos: Russian natural cosmetics manufacturer with hair and body care portfolio based on botanical ingredients - aligns with 4fresh's plant-based formulation positioning.
• Natura Siberica: Largest Russian natural cosmetics brand with hair, body, and skincare portfolios distributed through the same Russian marketplaces (Wildberries, OZON) and retail chains (Goldapple, Familia). Direct comp on product mix, channels, and Russian consumer base.

Emerging players

• EO Products: US-based natural personal care brand with essential-oil-driven body and hair care positioning - analogous 'wellness + personal care' category with comparable product attributes (botanical, clean, scent-forward).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/4freshclub
• Facebookfacebook.com/4freshclub

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 4fresh