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Beauty brand Foreo expands globally with its devices.
May 20, 2019
By: Melissa Meisel
It’s no secret that beauty devices are still all the rage in the personal care industry. And, indie brand Foreo (pronounced: For-Ray-Oh) is an innovator in a variety of ways. Headquartered in Stockholm, Sweden, Foreo devices are now carried in more than 10,000 stores and are available in more than 70 countries. Bestselling products include the Luna facial brushes, ISSA sonic toothbrushes, and Iris eye massager. And, the Foreo Luna Mini 2 was recently No. 2 on Chinese shopping site Tmall’s wish list for Single’s day— second only to Apple’s iPhone 8. The name is short for “For Every One” because, according to Filip Sedic, founder and CEO of Foreo, “we strive to create groundbreaking, accessible solutions that bring happiness and benefit to everyday lives. When you feel good, you look good – and our mission is complete.” Recently arriving stateside, Foreo UFO, a transcendent smart mask treatment, is said to combine advanced dermal technologies with exclusive Korean mask formulas for a decadent facial treatment in seconds. UFO’s Hyper-Infusion Technology uses skin’s natural reactions to heat and cold as well as signature T-Sonic pulsations to ensure you get the most out of every mask treatment. This waterproof device is USB-rechargeable, lightweight and portable for today’s consumer craving wellness on the go. “Inspired by Sweden’s tradition for innovation, seen in the success of names such as Skype, Ikea and Alfred Nobel of the Nobel Prize, Foreo stands at the forefront of the beauty-tech revolution,” said Sedic. “With more than 100 awards won, our inventions continue to make a profound impact.” More than five million Luna brushes sold worldwide serve as a testament to how much Foreo has grown, added Sedic. The beauty-tech brand credits its success around the world to its Swedish roots and design. “With personalization being the buzzword in skin care, we can safely say our artificial intelligence (AI)-driven beauty gadget is set to rock the industry, disrupt existing technologies and offer customers a unique experience and a gadget able to analyze the data gathered, predict potential issues and offer solutions to its users. It doesn’t get much more personal than this!” noted Steve Thomson, CMO of Foreo.
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