Title IX, when it was enacted in 1972, insured that public institutions were legally obligated to provide girls and boys with equal sports opportunities. In 2019 women aren’t just looking for equal time on the playing field, they want skin care products that will stand up to the rigors of their athletic endeavors, too.
 
Fré Skincare can maintain the pace of today’s active women. While “ath-beauty” is a thing today, back in 2014 not a lot of skin care brands were keeping pace. That’s when Mickael Bensadoun and Michael Azoulay saw a woman running in top-of-the-line gear from head to toe, but realized her sunscreen was anything but that. The opaque lotion she had on her face was running into her eyes. They decided they could do better.
 
Co-created the line with dermatology and herbal research expert Dr. Sharon Rozenblat, the pair created Fré Skincare, a line of products design to protect skin during and after a workout and tackle issues like sweat rash and others, think  bumps, blisters, pimples, spots, and more, that often plague women who work out on a regular basis.  
 
The line’s core products are Protect Me, a hypoallergenic SPF 30 formula that is non-comedogenic and ophthalmologist tested and protects from UVA, UVB and IRA rays; Purify Me, a hydrating facial cleanser formulated with jojoba beads; and Revive Me, billed as a daily treatment serum made for active women who frequently sweat and exercise.
 
The co-CEOs credit their team, including their contract manufacturer, for developing the high-performance products.
 
A key component is Argania Active Complex, described by the firm as a formula of antioxidants, essential fatty acids, stem cells and sterols. Active ingredients include argan stem cells, organic argan oil, argan leaf-water extract, chamomile, ferulic acid, rooibos, polyphenols, vitamins A, B5 and E, squalene, SymCalmin and bisabol.
 
“It was definitely a challenge to develop products that met our performance and aesthetic goals but we overcame that with the help of skin care and botanical experts and our creative team,” Bensadoun. “We feel very fortunate that here in Israel we have access to state-of-the-art innovation and scientific research so choosing the skincare manufacturer to work with was not difficult at all. We chose the best manufacturer and, to our benefit, they are located in Yeruham, a small city in the Negev Desert that is very dear to us. It’s also where we helped plant Argan trees as part of our social mission.”
 
According to Azoulay, the 123FRÉ set is the brand’s hero product as it delivers the core product in one kit.  
 
“This 3-step routine is our best seller because it does exactly what it says—hydrates, prevents breakouts, combats the signs of aging and promotes a healthy glow. It’s an easy skin care routine that’s tailor-made for the needs of active women that is portable and sweat-friendly while addressing skin damage caused by exercise and the environment,” noted Azoulay.
 
Fré is currently sold online, with subscription plans. The brand is also looking to reach out to more places where their core audience is likely to be found.
 
“We are currently developing partnerships with fitness clubs and wellness centers, as well as pop-up stores.  We are open to exploring all retail distribution opportunities,” Azoulay told Happi.
 
And more products are in pipeline, according to Bensadoun. Fré plans to roll out a handful of new products in the first half of the year and will add body products.
 
Not only is Fré trying to answer the needs of active women, the founders acknowledge that today’s consumers want to buy from companies that care. As such, with every skin care set sold, Fré will plant an argan tree to help replenish the forest and support the women who harvest the oil in Morocco.
 
Plus, the brand will look to gain more traction with influencers.
 
“We are also very excited to develop our first co-branded product with someone who is not only a dear friend to Fré but one of our ambassadors as well,” added Azoulay, who kept close to the vest about who that partner might be.