Swedish beauty giant Foreo is celebrating the eight-year anniversary of Luna, its best-selling cleansing brush device. Since Luna’s launch, Foreo has registered over 200 patents, expanded to 80 countries and grown into a company that employs 3,000 people.
Luna was developed in 2013, when Founder Filip Sedic’s wife Ivana was trying out a new cleansing brush and discovered that the nylon bristles were doing more harm than good to her skin. From that experience, Sedic set out to design the Luna cleansing brush, a hypoallergenic device equipped with anti-bacterial silicone bristles in bright colour ways that took the world by storm.
According to the company, one Foreo device was sold every ten seconds in 2020, with the LUNA range selling over 20 million items since its launch.
Today, Foreo has consistently pushed the boundaries of beauty tech with its continued product innovation. This includes the ISSA toothbrush, IRIS eye massager, UFO 90-second masking device and Bear microcurrent device.
The ISSA toothbrush replaced traditional nylon bristles with 35x more hygienic silicone bristles, while the UFO uses thermo-therapy and cryo-therapy to enhance the sheet mask experience. The Bear tones and tightens facial muscles, while the IRIS eye massager leverages lymphatic drainage techniques to depuff the eye area.
Foreo’s travel retail division has also gone to strength with its China-first expansion strategy. Foreo is currently present in over 230 duty free stores in 26 countries worldwide. In Hainan, it plans to open 28 new stores in 16 locations by 2024.
Foreo’s top five countries or zones based on number of stores and profit are Mainland China, Hong Kong, Macau, South Korea and Japan. Foreo Travel Retail’s top-selling items are the Luna Mini 2, Luna 3 and Luna Mini 3, with more than 5.4 million Luna units sold in travel retail since its launch.
“We are beyond appreciative of the support that has been provided to us from consumers and retailers over the past years,” said Foreo Global Travel Retail Director Gary Leong.
“Without their firm belief in us, we would not be where we are today. Our travel retail team has dedicated ourselves to continue to spread the great value of Foreo by ensuring that we are available in as many locations as possible, and to as many people.
“We are currently focusing on expanding our business in Hainan and by 2024, we are aiming to open 28 stores in 16 locations. Armed with the support made available to us now, I have no doubt that we will be able to achieve this with ease.”
