FOREO

FOREO is a Swedish beauty-technology company founded in 2013 by Filip Sedic, an entrepreneur and engineer of Bosnian birth [3]. The company designs at-home skincare and oral-care devices, most of them built around soft silicone and low-level electrical currents, and is best known for the LUNA facial-cleansing brush that launched alongside the company itself. The name is a contraction of "for everyone", and the company describes its purpose as making professional-quality treatments simple enough to do at home.

The brand's national origin is unambiguously Swedish, though its working geography is split. FOREO's own account places its headquarters in Stockholm [4], while the travel-retail trade publication Moodie Davitt Report describes the company operating from a large, converted industrial building in Hong Kong's Wong Chuk Hang district [3]. Both descriptions can hold at once: a Swedish-registered company with a substantial creative and operational base in Asia.

According to FOREO, the company grew out of a personal frustration. Sedic has said his wife, Ivana, was a committed skincare user who in 2012 took up "a well-known brand of facial brushes" only to find that the product made her skin worse [4]. Looking into it, Sedic concluded that conventional nylon-bristle brushes trapped bacteria and were too abrasive, and that no gentler alternative existed. That gap became the brief for the first LUNA device.

Sedic had an unusual route into beauty. Before FOREO he ran one of Sweden's early digital-marketing agencies and worked on early 3G mobile-network development for the telecommunications firm Ericsson [4]. The company says he has filed more than 200 international patents across several fields [4], and he holds the title of Chief Innovation Officer alongside founder.

FOREO launched in 2013 with the LUNA, a silicone facial-cleansing tool the company presents as the first of its kind to use medical-grade silicone for skincare [4]. The following year it introduced ISSA, a silicone-bodied sonic toothbrush that the company characterises as the biggest change in toothbrush design in six decades [4].

A leadership change came in January 2021, when Boris Trupcevic — previously chief executive of the Croatian multimedia firm 24sata — was appointed CEO [3]. The move was framed as freeing Sedic to concentrate on creative and innovation work rather than day-to-day management. Around the same period the company restructured into what Moodie Davitt describes as an "amoeba structure," dividing operations into small, semi-autonomous units modelled on the management philosophy of the Japanese businessman Kazuo Inamori [3].

FOREO positions itself as a beauty-technology company rather than a conventional cosmetics brand, and frames its devices as a way to compress a skincare routine into a few minutes. Its stated mission is that "self-care doesn't have to be complicated," and the company sums up its approach with the line "from routine to ritual in 6 minutes." Internally, the company says its FOREO Institute works under the guiding question "Why not — and what if?"

The "for everyone" idea extends to how the company explains its name, which it traces to the Queen song "Heaven for Everyone." Sedic has also argued that personal care belongs nearer to the medical field than to cosmetics — a framing the company uses to distinguish device-led treatment from traditional beauty products [3].

FOREO's range centres on a set of named device families. LUNA remains the signature line of silicone cleansing brushes and the company's best-selling product. UFO is a compact device for at-home facials; BEAR uses microcurrent and is described by the company as a way to exercise the muscles of the face and neck; and ISSA covers oral care. More recent additions include the FAQ line of LED and microcurrent anti-aging devices, alongside specialised tools such as PEACH for hair removal, ESPADA for blemishes, IRIS for the eye area and KIWI for pore care.

Several proprietary technologies recur across the range. The company calls its cleansing-bristle design the "Lotus Effect," a microscopic surface pattern intended to keep dirt from transferring to the skin, which it likens to the way a lotus leaf stays clean in mud. Other devices rely on what the company terms T-Sonic pulsations, microcurrent, and LED light therapy. FOREO states that the LUNA removes 99.5% of impurities, and that its silicone devices need no replacement parts and run for around a year on a single charge.

Research is described as a continuous, in-house effort. The company says it puts about three percent of annual revenue into its FOREO Institute and works with five universities to identify promising startups [3]. It also reports very large cumulative usage, with Sedic stating the company has "sold over eight billion treatments" through its products [3].

FOREO frames durability as its central environmental argument: because its devices are built to last for years and use no disposable heads or replacement parts, the company says they generate less waste than brushes that require regular refills. It also lists factory-level measures including solar power, reduced electricity use, and sourcing roughly 99% of factory suppliers locally. The company states that it does not test on animals.

FOREO's homepage cites more than 250 awards, naming organisations such as CEW Beauty and the iF International Forum Design among the sources, though it does not list individual awards by name or year. The most detailed third-party coverage in the record is a 2021 founder profile in the Moodie Davitt Report, a travel-retail trade publication, which examined the company's growth, its research institute and Sedic's approach to product development [3].

FOREO is an active company. It markets a current device line-up — including LUNA, BEAR, UFO and the FAQ range — directly through foreo.com, and describes a global footprint spanning more than 80 countries, around 20 offices across six continents and 13 logistics centres [1]. By its own account the company serves over 20 million customers.