FOREO: Just How Big Is It?

June 12, 2018 • Live Well / Career

5 years in, how do the Swedish tiny giants of beauty tech measure up?

Since its founding in 2013 by Bosnian-born Swede Filip Sedic, Swedish-based company FOREO has turned the beauty tech world on its head time and again, launching ever-more innovative solutions in an industry inundated by more of the same.

In just a few short years, FOREO has grown into the world’s most popular beauty tech brand, racking up more than 90 awards for its revolutionary designs like the FOREO LUNA mini 2 facial cleansing brush and, more recently, FOREO UFO. By combining cutting-edge technology with sleek Swedish designs, FOREO has managed to not only survive in the most competitive industry on the planet, but thrive.

FOREO range

With more than 10,000 stores in over 70 countries and counting, FOREO is continually expanding its retail presence, bringing beauty beyond cosmetics to a global audience.

In 2017 alone, one FOREO device was sold every 3 seconds.

Pause for effect… That means that every time you blinked your eyes last year, someone somewhere took home a new FOREO device. This global FOREO frenzy brought in a whopping USD$1 billion (yes, ‘billion’ with a b), placing FOREO firmly in the category of industry big-timers. And while 7 corporations own the majority of beauty brands around the world, FOREO remains proudly independent in its quest to radically transform people’s everyday lives. So far, it seems they are managing to do just that.

Louise Robert for Victoria Beckham

But it takes a village, as they say, and FOREO has grown from 2 employees to a team of more than 2,000 smiling faces spread across its 42 offices worldwide. From the HQ in Stockholm to offices in Shanghai, Sydney, and everywhere in between, FOREO is making its mark on the world one game-changing product at a time.


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