Fresh

That’s our Sugar. She’s iconic.

Icon is a classic red with a buildable tint—our go-to shade for summer.

Peptides, made from plants.

Swipe to learn more about the plant-powered lip plumper
behind Sugar Lip Creams. →

Under the influence of SUGAR 🍉🥭🍊

Spotted in LA: juicy lips, fresh flavors, and good company.

Not all sugar is created equal.

Meet activated sugar—the secret behind the nourishing hydration in our lip collections. Get your daily dose with our new Sugar Lip Creams.

Juicy. Creamy. Irresistible.

04.01.26.

Looks creamy. Feels juicy. Your lips can hardly wait.

A ritual for skin worth getting close to.

Your skin after using...
〰️ Brown Sugar Body Polish → irresistibly smooth
〰️ Rose Morning Body Lotion → soft & supple

For lips with Valentine’s Day plans.

The base: Sugar Lip Treatment in Rosé
The gloss: Sugar Lip Oil in Rosè

January = complete. These are the lip essentials getting us through the rest of winter—no flakes, cracks, or peeling.

✨ Sugar Lip Polish to buff away flakes
✨ Sugar Lip Treatment to soften with a hint of tint
✨ Sugar Advanced Therapy Ointment to seal it all in

When your favorite part of going out is getting ready.

Swipe to see how prep for a night out in Miami.

Damask after dark ✨🥀

Swipe for a recap of our weekend in Miami →

Which rose suits your skin?

🌹The cream: deep hydration that lasts all day, and then some. Best during crispy winter months or for skin that’s on the drier side.

🌹The emulsion: instant, lightweight hydration that lets skin breathe. Best for humid climates or oilier skin types.

Out of 200 rose species, only one blooms like this. 🌹

Handpicked in Bulgaria’s Rose Valley, our damask rose was chosen for its ability to help skin hold onto moisture, and then some.

Midnight-ready lips.

The Sugar lineup:
〰️ Lip Polish for smooth, exfoliated lips
〰️ Lip Treatment for hydration & subtle tint
〰️ Lip Oil for a glossy finish

And now…we relax. Milky, velvety, comforting—a moment of care to ease into the evening.

The ritual:
〰️ Black Tea Serum for visibly firmer skin
〰️ Black Tea Face Cream for a boost of radiance

It all starts with ingredients. Swipe to see how turns them into the final frame →
 
Get the final formulas in the Radiance Ready set, available now .

Skincare: the gift that feels good now & even better later.

Introducing our newest limited-edition Kombucha Essence collection, designed in collaboration with neon artist .shen ⚡️ The unique design is designed to bring out the unique light within us all through energetic lines and vibrant colors.

Incoming: summer skin. ☀️
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“The rose truly represents beauty. It’s beautiful to look at, beautiful to smell, and has all these beautiful benefits. We call it ‘nature’s wonder.’ The flower yields a precious oil that is known to hydrate, soothe, and tone the skin, and the scent adds a unique mood-enhancing quality to the experience of using it.” 🌹

―Lev Glazman and Alina Roytberg, fresh founders

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Last month, we celebrated 20 years of Crème Ancienne with an immersive popup at MixC Shenzhen. Resembling classic Roman architecture, visitors were guided to explore the profound source of inspiration for this beloved collection. 🤍

Go-to spring lip color: unlocked. 🔓

Rock our best-selling Sugar Lip Treatment in “Coral” for a bright pop of color this spring. 💋 Available at

We’re so excited that Soy Face Cleanser was named one of the “Top 100 Greatest Skincare Products of All Time”. Known for its gentle yet effective cleanse, one of these bestsellers is sold every 60 seconds. 💫

A serum for every skincare concern. ✔️

These concentrated formulas firm, brighten, and improve skin while fighting signs of aging and adding nourishment. Which one are you reaching for?
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Dry skin is so last winter. 💅🏻💅🏽💅🏿

Deeply hydrate your skin with our Rose Collection – designed to deeply hydrate skin for 72 hours. Bonus: this collection also helps strengthen your skin barrier. Shop the collection at and at 💕
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One best-selling cleanser, multiple convenient sizes, so you can Soy wherever you go. 💫

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We've got heart eyes (and hands) for our Rose Sleeping Mask. 😍🌙

This 2-step sleeping mask features a cooling gel essence and a silky water-cream mask, designed to lock in moisture and reveal plump, dewy skin by morning. Tap to shop. 🩷
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The only type of rose we need this Valentine's Day is in the form of Rose Oil-Infused Serum. 😍🌷

Shop at fresh.com and 🩷
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We’re welcoming the Year of the Dragon with a fresh twist. 🐲

Last month, we created a popup experience at Nanjing Deji, where guests experienced fresh ingredients coming to life as the scales and movement of the dragon. Tap to shop our limited-edition collection. ❤️

"It's too early to choose your Valentine's Day lip color" said no one ever. May we suggest Sugar Icon? ❤️💋

Glowy skin even in the winter? Say less. Kombucha Essence boosts skin's luminosity by +46%, resulting in that healthy glow you know and love. ✨
📸: .cruz

It's all smiles when you're wearing a Sugar Lip Treatment. 😌💋
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