Is The Fresh Soy Face Cleanser Deserving Of Its Cult Favourite Status?

The first skincare product that touches your face every morning and night has to be important — so think about how precious your cleanser must be. You must have learnt by now that washing your face can’t just involve regular soap and water; the skin on your face happens to be more delicate than the rest of your body, which means it needs to be cared for gently but effectively. So no matter how simple (or lazy) your skincare regime is, we can’t imagine leaving this step out…

Seriously, don’t. It’s not just a cleaner face you’re getting, which would certainly feel good after an entire day of makeup or having your skin exposed to the elements. With modern-day cleansers coming with plenty of skincare benefits, you may even see your complexion improving over time, which is why we place such high priority on looking for the perfect facial cleanser.

freshsoyfacecleanserMeet this well-loved beauty holy grail then. We’re talking about the Fresh Soy Face Cleanser. It’s been a long-time bestseller for beauty brand Fresh, with an astounding statistic to back it up: one product is sold every minute worldwide. And with fans raving about its benefits on every review site, it’s no wonder the cleanser’s such a popular icon.


In fact, the Fresh Soy Face Cleanser was the brand’s first foray into skincare, which makes the product even more sentimental for founders Lev Glazman and Alina Roytberg. Back in the early 90s, soy beans were a huge deal for their nutritional benefits, but no one really explored its potential in the skincare world. “We researched the natural ingredient for a few years and introduced soy to the beauty market in 1999,” they said. Since then, that first step has led to a whole host of Fresh masks and treatments we love.

So, when Fresh sent down three bottles of their beauty must-have, we couldn’t wait to try it! Here’s what we actually think:



And these are the top three things we loved about it:

It’s gentle, and leaves your face feeling soft and clean after.

Much of the hype that surrounds the gel cleanser is in how good your skin feels after, plus the fact that there are good-for-you ingredients that care for your skin. Soy proteins are rich in amino acids, which help promote bouncy and healthy skin, while there’s also borage seed oil that helps nourish the skin too. It’s effective in whisking away skin impurities, without stripping away much-needed moisture; the result is skin that feels cleansed, toned and balanced.

“It makes my face feel very clean after I use it, and I don’t feel the need to double cleanse.” — Patrene Mathieu, Designer

“It doesn’t have that very dry, squeaky-clean feeling after I wash it off!” — Michelle Ng, Writer


It’s great for all skin types, including sensitive skin.

Since it’s the first thing you put on your face, you don’t want something that dries you out, or upsets your entire skin balance. At the NYLON office, we have a range of skin types — from combination/dry, to slightly oily, and even those with sensitive skin — and found that the cleanser still left our skin feeling hydrated and fresh after. That’s probably because of the balancing rosewater, as well as calming cucumber extracts that soothe the skin — though we have to say, not everyone was on board with the scent.

“It’s not overwhelming, so it gives that calming effect when you use it. If you know, the product is actually fragrance-free so it has that refreshing cucumber smell.” — Nurasyiqin Sedik  

“One reason why I love it is because I like the texture a lot… and I like the smell of it because I like cucumbers!” — Jade Yeo


It removes both skin impurities and makeup.

Another favourite bit is that the cleanser’s gentle, but manages to dissolve makeup as well, even tough eye makeup and mascara. It does this without the uncomfortable sensation that stings your eyes — which also means your daily skincare regime’s that much easier and shorter!

“I like it because it’s really gentle on my skin — this removes my skin impurities, as well as my makeup, all in one clean sweep!” — Amelia Tan

“I really like that it was quite calming… and yes, I really did like that it doesn’t sting the eyes, which is super important especially with a new cleanser.” — Eleni Kontorigas  



This year, to celebrate the brand’s first and most popular skincare product, Fresh has also partnered with New York City-based illustrator Blair Breitenstein to reimagine the packaging of their iconic cleanser. She’s taken the “Soy Girl”, an illustration that first appeared on the original packaging, and given her a modern watercolour makeover. What people will go crazy about as well, is that it’s in a limited edition jumbo size, so at 200ml for $69, you’re getting an even greater value.


To top it off, Fresh is running a contest for all those who love the Soy Face Cleanser, with some very attractive prizes. Just share a video on Instagram about why you love the cleanser, and include the hashtags #SoyObsessed and #FreshLoveSG. It could be as simple as the one we did, or something even more creative!


Fresh #SoyObsessed Contest

1. Share a video on Instagram about why you love the Fresh Soy Face Cleanser
2. Tag #SoyObsessed and #FreshLoveSG

Contest Date: 11 May – 7 June 2018


The top 5 fans will win the following prizes:

  • 1-year supply of Fresh Soy Face Cleansers (that’s 12 in total!)
  • $1,000 shopping credits at Fresh
  • A pampering facial treat at the Fresh boutique
  • Be featured in their local campaign video

Here’s a hint: the more creative and unique submissions stand a better chance of winning!

Fresh Soy Face Cleanser (50ml, $23, & 150ml, $63), is available at Fresh Boutiques ION & Raffles City, Takashimaya Department Store (Level 1), and Sephora. Fresh Limited-Edition Soy Face Cleanser (200ml, $69), is available at Sephora in May 2018, and Fresh Boutiques ION & Raffles City, and Takashimaya Department Store in June 2018.

Amelia Tan
Huang Ching using the Canon EOS 7D Mark II