Heritage
A house, in its own words
Lev Glazman and Alina Roytberg opened the first Fresh boutique on Manhattan’s Upper East Side in 1991. Their goal was to create skin care that used fresh, natural ingredients without compromising performance. The concept resonated, and Fresh expanded across the United States within five years. In 2004 the company launched its inaugural perfume, Sugar Blossom, a sweet yet airy composition that introduced a new chapter for the brand. The fragrance line grew quickly; Violette arrived in 2007, followed by Patchouli Pure and Fig Apricot in 2008, and Honeysuckle in 2014. By 2018 Fresh introduced Rose Morning, a bright floral that highlighted the brand’s continued interest in sunrise‑inspired scents. Throughout its history Fresh has kept a low‑profile marketing approach, relying on word of mouth and editorial coverage rather than high‑budget campaigns. The brand’s headquarters remain in New York, and its products are still formulated in the United States, though many raw materials are sourced from farms in France, Italy and the United States. Fresh’s expansion into fragrance reflects a broader trend among skincare houses that seek to translate their ingredient philosophy into scent, offering consumers a cohesive sensory experience from skin to air. Fresh treats fragrance as an extension of its skincare philosophy: ingredients must be recognizable, responsibly harvested and clearly communicated. The brand emphasizes botanical extracts, such as real honey, fig puree and citrus peels, and it avoids over‑synthetic accords that could mask the natural character of a perfume. Sustainability guides sourcing decisions; Fresh works with certified organic farms and supports beekeepers who practice low‑impact honey production. Transparency appears on each bottle label, where the top notes, heart notes and base notes are listed alongside any natural origin claims. The creative team collaborates with perfumers who share a respect for simplicity, preferring compositions that evolve gently rather than explode with intensity. Fresh also seeks to make its scents inclusive, offering vegan‑friendly options and avoiding animal‑derived musks. This philosophy aligns with the brand’s broader commitment to clean beauty, where the line between skin care and fragrance blurs into a single, holistic routine.