A Beauty Revolution

With his focus on research and development, Foreo founder Filip Sedic is pushing the boundaries of skincare.

Not many new beauty products have made an impact quite like Foreo’s. In fact, not many new products in any category have made a splash in the way the Swedish manufacturer of highly innovative, beautifully designed beauty devices has. Foreo is best known for its game-changing Luna facial cleansing device, which instantly became a household name available in 10,000 stores across 77 countries, and which has taken China in particular by storm. The company sold a product every three seconds during 2017, and has won more than 100 awards, realising its long-term vision of making high-end skincare available to everyone.

Foreo was founded by Bosnian-born Swedish entrepreneur Filip Sedic with a simple mission—in his words, “To create a device that not only suits the young, but could benefit the middle-aged and the more mature.”

For too long, professional skincare treatments were only available for those with the time and resources for luxury spa packages and high-end skincare devices. Sedic decided to do something about that situation, launching Foreo to create pioneering and accessible skincare treatments for all—hence the brand’s name, which is an abbreviation of “for everyone.”