Celebrating 30 Years Of Fresh Beauty With Our All-Time Favourite Skincare Products

Stepping into a Fresh Beauty store always feels like a new experience, as charming cabinets stand out against dreary mall walls. That uplifting feeling is exactly how we feel when we start, and end, our skincare ritual with Fresh’s luxurious serums, masks, and creams too.

The Soy Face Cleanser, Rose Deep Hydration Toner, and the Vitamin Nectar Serum — these are icons of the beauty world, and ever-reigning bestsellers among Fresh’s extensive range of skincare products. Plus, they represent our collective obsession with the brand — in particular, the convergence of the natural world with modern science.

As one of Singapore’s top skincare brands, you’ll be glad to know that they’re celebrating their 30th Anniversary this year — in ways both sincere and fun, while making your skincare journey a more meaningful experience.

First, they start with ‘Forever fresh’, a list of 30 sustainable commitments pledged to address climate change while working responsibility with communities. Then, there’s also a Fresh Rose Indulgence Pop-up at Sephora ION, happening from 5 August – 1 September, where you’ll get to experience their newly enhanced Rose Deep Hydration Face Cream  and be treated to a 3-pc Rose Indulgence Kit. Read on to find out more.


To join in the festivities, we’ve also collated our own slew of Fresh favourites, after seasons and seasons of putting them to the test. To be honest though, it wasn’t difficult to come up with the following list — Fresh delivers on a lot of effective formulas that do exactly what they set out to do, whether it’s the cult-favourite Soy Face Cleanser that’s as refreshing and hydrating as promised, as it removes makeup and cleanses the skin without ever making it feel too tight, or one of their many indulgent masks that do everything from deeply hydrate to renewing the skin.

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    • Top Row — Soy Face Cleanser, $63 ; Rose Deep Hydration Toner, $70 ; Kombucha Facial Treatment Essence, $115.
    • Middle Row — Rose Deep Hydration Oil-Infused Serum, $95 ; Lotus Youth Preserve Dream Night Cream, $95 ; Rose Deep Hydration Sleeping Mask, $82.
    • Bottom Row — Lotus Youth Preserve Rescue Mask, $105 ; Umbrian Clay Purifying Face Mask, $88 ; Sugar Mint Rush Refreshing Lip Treatment, $36.

What I personally enjoy from Fresh, apart from how their skincare greatly improves my skin, is the sensorial experience of their products. A quote from co-founder Alina Roytberg, whom I met during a trip to Cambodia, sums this up:

“The product tells the story even after you open the jar, it continues to tell the story when you put it on your skin, because it becomes your product.”

The Rose Deep Hydration series is one of my favourites, as you can tell, and I love how they’ve included real rose petals into the Rose Deep Hydration Toner and the Rose Face Mask. There’s also a popular dual Sleeping Mask that includes a calming rosewater-infused essence placed side-by-side with a silky water-cream mask, both with dream textures; when used together, these drench the skin overnight and always leave my skin utterly soft and hydrated by morning.

I also feel like the Kombucha Essence deserves more mention — though already a bestseller, knowing how it works against pollution, while using the powerful antioxidant kombucha (and everyone’s favourite health drink) to care for the skin makes it quite the necessity before I leave the house.

I’ve also got to include two of my absolute skincare go-tos during emergency situations — random breakouts, dull skin, or otherwise. The Lotus Youth Preserve Rescue Mask is part of the anti-ageing range, though I’ve been relying on this “5-minute facial in a jar” for its brightening effects in the day, especially when I sense my skin looking all sullen and dry. This one gently exfoliates to smoothen skin texture, and after rinsing it off, I get rejuvenated and — I swear — instantly plumped skin that looks brighter too.

As for the Umbrian Purifying Clay Mask, I often use it as a spot treatment on early zits to get rid of them completely, or when I feel my face is getting a little too oily than normal. The mask goes on creamy and manages to decongest my skin and calm it at the same time, so it’s never parched or uncomfortable.

Celebrating 30 years, with a commitment to sustainability

All this deserving hype, and Fresh Beauty’s worldwide community of fans and friends, has culminated in a respectable 30 years for the brand, which started from a little shop in Boston that sold hand-wrapped soap. To make this year even more momentous, founders Lev Glazman and Alina Roytberg have committed to focus their next ten years on how the brand can do their part for a more sustainable world, starting with 30 commitments focused on the planet, people, and products.

Fresh founders, Lev Glazman and Alina Roytberg.

‘Forever fresh’ is committed to three essential areas — working responsibility with the communities where they source their hero ingredients, addressing climate concerns by achieving net-zero carbon emissions by 2030, as well as ensuring eco-friendly packaging. You can see the full list of concrete goals and action plans on their website.

Some of their ongoing efforts involve a more sustainable approach when creating the Rose Face Cream, one which uses only water as a solvent for their Damask rose extract sourced from Rose Valley, Bulgaria, in order to maintain the purity of the formula. The Super Lotus complex found in the Lotus Dream Cream, Moisturiser, and Eye Cream is also obtained via a highly-sustainable patented process, which uses all parts of the fresh living lotus while returning any biological by-products back into the soil to help maintain ecological balance.


To amplify their 30th Anniversary celebrations, Fresh has collaborated with local musician and NYLON Cover Girl RRILEY on an illustration inspired by the Fresh Roses, the star of their iconic deep hydration collection.

The illustration will be featured on a limited edition Fresh x RRILEY water bottle, available as a gift with purchase exclusively at Sephora.

Want to experience Fresh? Head down to the Fresh Rose Indulgence pop-up at Sephora ION from 5 August to 1 September 2021 to try these cult-favourites.

Additionally, FLASH THIS ARTICLE at the Fresh Rose Indulgence pop-up to be treated to a 3-pc Rose Indulgence Kit.

*While stocks last. Limited to one redemption per guest.

Fresh Beauty, available at fresh stores, fresh.com/sg, takashimaya, tangs @ tang plaza, and sephora.