The story of FOREO
FOREO makes self-care simple, easy, and enjoyable - that’s our mission. Our products are effective and clinically tested, providing real results. We help you achieve your full beauty potential in record time and empower you to work on your well-being for years to come.
Our story started in Sweden, but now our products are all over the world. They are adored by professionals, celebrities, and (most likely) you, so let us tell you what it’s all about.
How we became who we are
Life can be complicated. Self-care doesn’t have to be. When we came up with the world’s first soft silicone facial cleansing brush LUNA™, our goal was to help you. We wanted to make a self-care device that’s available to you anytime, anywhere. We wanted to make you feel good by solving your skincare problems. Ultimately, we wanted to save your time, so you could focus on other aspects of your life while feeling great about yourself.
A decade later, we’re still doing the same. Because we know spas can be expensive and you don’t always have enough time to visit them. Your time is precious and your well-being matters. That’s why FOREO is for everyone, and we embedded that idea in our name.
“This world could be one”
Inspired by Queen’s legendary song “Heaven For Everyone”, our founder Filip Sedić decided to implement Freddie Mercury’s message into the company. FOREO comes from “FOR EveryOne” and that illustrated our mission – to tear down labels while inspiring everyone to be themselves.
Together with all the people, we want to make this world one and emphasize its beauty by following our dream of reinventing beauty with science & technology. Our values kept us innovative, passionate, and able to think fearlessly. As a result, we shaped the beauty-tech industry and made self-care more accessible and enjoyable.
The leaders in beauty-tech
Over the years, we made several breakthroughs in the industry and came up with innovations that made impossible – possible.
In the words of our founder:
“We are always looking for things that can have a substantial impact, and asking which innovations can improve people’s lives in the most significant way. We are playing with a whole range of different things that we believe can have a monumental impact.”
Founder & Chief Innovation Officer,
Today, we’re closer than ever to making that impact. Our products are loved by millions and we’re rapidly creating visionary, non-invasive beauty solutions. Wondering how we got this far? The answer is as sweet as our revolutionary 6-minute skincare routine.
How people feel leaves a real impact on how they deal with life. Knowing this, we decided to enable people to be more beautiful and, in turn, more confident. But we also knew you wanted to save time and be efficient about your skincare. This is why we made it simple and enjoyable.
From routine to ritual in 6 minutes
You can skip most of your spa days, saving time and money, just by transforming your routine into an at-home ritual. This is how much pampering you can fit into 6 minutes:
Start with a great cleanse: get rid of
impurities with LUNA™
Indulge in a 2-minute spa facial with UFO™ to get the most out of active mask ingredients
Use BEAR™ to lift the skin on your face and neck, and diminish those fine lines in no time
Finish the session by depuffing and taking care of dark circles under the eyes with IRIS™
And that’s your skincare ritual. It’s effective, effortless, and saves you time – millions of our users agree.
Many of them had faith in our products from the beginning, which helped us build a customer-centric mindset and answer the questions that defined the quality of the FOREO experience. The best self-care products? Done. Better skincare routine? We got it. And what do our customers say? We’ll let the five star reviews on Trustpilot do the talking. All this may be a reason why we’re the industry leaders, but there’s a little more happening behind the scenes.
What makes our products unique
Research & development
Thorough research and focus on safety define FOREO products. Everything we do, we do in-house – controlling the product's journey from the initial concept, across hardware engineering and app development, all the way to post-sale care, with 13 logistic centers scattered all over the world.
In order to realize our ideas, we had to come up with technologies that didn’t yet exist. Thanks to that, FOREO now operates with extraordinary material fusions, featuring super soft designs with never-before-seen battery life. Our products, wrapped in velvety, body-safe silicone, last a full year on a single charge.
We don’t test our products on animals and none of our skincare devices need replacement parts. They last for years and don’t have to be charged as often, which saves electricity and supports our high quality, less waste policy. As for our factories, we use an environmentally-friendly solar power system, and 99% of our factory suppliers are working locally.
To the Moon and back
LUNA™ looks like the Moon, right?
Many believe we called our first device LUNA™ because of the Latin name for the Moon, but the truth is much more tech-related. It was named after the material from which the soles of Neil Armstrong’s boots were made of. It was the same body-safe silicone that became a part of countless skincare routines.
The Lotus Effect
Ever wondered how LUNA™ stays so clean and germ-free, beating nylon material 35x over?
Just like with most of our products, we found inspiration in nature. LUNA™ stays clean thanks to a specific pattern of microscopic bristles that makes it impossible for dirt or grime to stick and transfer to your skin. This pattern is called the “Lotus effect” and it’s the exact same feature that keeps lotus leaves clean amid all the swampy mud.
Way stronger than it looks
When we came up with our acne treatment device ESPADA™, nature lent a hand once again. The shape of the device was inspired by a bamboo tree whose material is known for its lightness, yet it’s three times stronger than timber. This inspiration helped us build the patented internal design which fitted two lights (red for targeting, blue LED for healing) where the layout barely allowed one of them.
We came up with the world's first ultra-hygienic silicone facial cleansing massager - the original and iconic LUNA™. It massages your face, cleanses your pores, and prevents breakouts.
To enrich every routine, we launched FOREO skincare essentials including serums, masks and cleansers. These help you lift away impurities and ensure maximum penetration of youth-preserving antioxidants.
At-home spa facial
We revolutionized at-home beauty with UFO™, which offers 5 different spa facials in an intensive 2-min mask treatment. You can get visible, lasting, and spa-worthy results from the comfort of your home.
We put an end to the 70-year-stagnant toothbrush design and created the first ever silicone sonic toothbrush – ISSA™. It’s a 4-in-1 oral care experience that cleans your teeth, gums, cheeks, and tongue.
Our eye rejuvenation device IRIS™ introduced a technology that diminishes the first signs of aging. It’s inspired by Asian finger-tapping techniques and removes wrinkles, puffiness, dark circles, and under-eye bags.
We developed ESPADA™ – an FDA-cleared device that treats and heals acne-prone skin during and before a breakout. It’s a pain-free and effective LED light treatment.
To enrich every routine, we launched FOREO skincare essentials including serums, masks, and cleansers. These help you lift away impurities and ensure maximum penetration of youth-preserving antioxidants.
Awards & press recognition
Awards & press recognition
Wanna join FOREO?
We are present in more than 80 countries, with 20 offices across 6 continents. There are a lot of people working on our products, of whom 71% are female. If you think you have what it takes to make self-care even better, join us – we have more than 20 million customers enjoying our beauty-tech innovation.