Fresh

Fresh is a luxury beauty and skincare brand that began in Boston in 1991, founded by Lev Glazman and Alina Roytberg. The company started as a small apothecary shop, quickly earning a reputation for its artisanal soaps and a distinctive approach that blended natural ingredients with modern science. This philosophy helped Fresh expand its offerings in the mid-1990s to include skincare, body care, and fragrances, positioning it as an early innovator in the category.

A significant milestone came in 2000 when Fresh was acquired by LVMH Moët Hennessy Louis Vuitton, a global leader in luxury goods. This partnership enabled Fresh to accelerate its international growth and broaden its reach. As of November 2025, Fresh operates 40 standalone boutiques and maintains a presence in over 500 retail locations worldwide, including shop-in-shops within prominent department stores. The brand’s footprint spans North America, Europe, and Asia, with flagship locations in cities such as New York, Paris, and Hong Kong.

Over the past five years, Fresh has focused on expanding its boutique and shop-in-shop network in high-traffic urban centers and international travel hubs. Notable recent openings in Paris and Hong Kong reflect its ongoing commitment to global growth. The brand is actively seeking new locations in priority markets like New York, Los Angeles, London, Shanghai, and other upscale shopping districts.

Fresh is recognized for its experiential retail concepts, which showcase signature products such as the Soy Face Cleanser and Sugar Lip Treatment. Its selective expansion strategy and commitment to premium formats have helped build strong brand equity and attract a discerning clientele. For landlords, brokers, and developers, Fresh represents a credible and growth-oriented tenant with a proven track record in luxury retail environments. The company does not franchise, ensuring consistency across its stores and reinforcing its reputation as a reliable operator in the sector.