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Draft:Foreo

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FOREO
TypePrivate
Industry
Founded2013; 13 years ago (2013) in Stockholm, Sweden
FounderFilip Sedić
Headquarters
Stockholm
,
Sweden
Area served
80+ countries
Key people
Filip Sedić (founder)
Products
  • LUNA facial cleansing devices
  • ISSA sonic toothbrush
  • UFO smart mask device
  • BEAR microcurrent device
  • PEACH IPL device
  • FAQ Swiss LED masks
Brands
  • FOREO
  • FAQ Swiss
Websiteforeo.com

FOREO is a Swedish company that manufactures electronic devices for personal care. Founded in 2013 and headquartered in Stockholm, the company produces facial cleansing tools, oral care devices, and anti-aging equipment using technologies including sonic pulsations, microcurrents, and LED light therapy.[1]

The company's first product was LUNA, a silicone facial cleansing device. Subsequent releases have included ESPADA, which uses blue LED light,[2] UFO, which combines light therapy with temperature variations and the FAQ Swiss line of LED masks.[3] FOREO products are sold in over eighty countries.[4]

History

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Beginnings and 2010s

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FOREO was established in Stockholm in 2013 by Filip Sedić.[5] According to company accounts, Sedić developed the first LUNA device after observing skin irritation caused by conventional facial brushes. LUNA used silicone bristles and sonic pulsations rather than nylon brushes. The name LUNA was reportedly chosen in reference to the silicone used in space suit boots, while FOREO was derived from the phrase For EveryOne is taken from a Queen song.[6]

In 2014, the company released ISSA, a silicone toothbrush.[7] That year, FOREO entered the U.S. market.[8][9]

IRIS, an eye massage device, followed in 2016.[10] ESPADA, an LED device for acne-prone skin,[11] received FDA clearance and was introduced in 2017.[2]

At the 2018 Consumer Electronics Show in Las Vegas,[12] the company presented UFO,[13] a device designed for use with sheet masks that combines LED light, warming, and cooling functions. LUNA fofo, a cleansing device with app connectivity, was also released that year.[14]

In 2019, the company opened a retail location at London Heathrow Airport.[15]

FOREO devices

2020s and international expansion

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In 2020, FOREO released BEAR, a microcurrent facial device that received FDA clearance.[16] The company also launched PEACH, an IPL hair removal device,[17] and introduced FAQ Swiss,[18] a brand focused on LED light therapy masks for anti-aging.[19]

By 2021, Forbes reported that FOREO had sold over 36 million products and operated in more than 75 countries, with 3,000 employees.[20] The company was ranked among the top three most-Googled skincare brands globally that year,[21] according to data from online retailer Lookfantastic. In an interview with Forbes, then-CEO Boris Trupčević[22] described the company's approach as breaking molds, challenging standards, and disruptive innovation. Trupčević noted that FOREO encouraged employees to bring ideas directly to its internal research and development teams without hierarchical approval processes.[20] The company was developing several technologies at that time, including precision laser systems, computer vision for skin recognition, and hair follicle rejuvenation.[20]

In 2022, the company released NFT versions of its LUNA devices. FOREO stated that proceeds were donated to mental health and dermatology charities. The company also expanded its retail presence to WOW Concept in Madrid and Galeries Lafayette in Paris[23] and partnered with Shiseido for a promotional campaign in Spain.[24]

In 2023, the FAQ 200 LED Face Mask was released. The Times described it as the best anti-aging LED mask in their testing. A cosmetics line was also launched that year.[25]

In 2024, the company released FAQ 301, a device for hair loss. The appearance of LUNA 3 in the fourth season of Emily in Paris[26] was followed by reported sales of over fifty-five thousand units in the UK and US within several weeks. Actress Michelle Monaghan included LUNA 4 in a list of her preferred beauty products,[27] and the device was featured on The Drew Barrymore Show in early 2025.[28]

The FAQ 400 series was announced in May 2025,[29] followed by FAQ 500 in September 2025. The company described the latter as the first full-spectrum red light facial device.

In 2025, the company launched FOREO For Everyone, a product line positioned as a lower-priced alternative to its existing devices.

As of 2025, the company reports presence in eighty countries, twenty offices, and a workforce that is seventy-one percent female. FOREO products have received awards from publications including Marie Claire, Elle, Allure, Cosmopolitan, Harper's Bazaar, and Glamour, as well as nominations at the Rakuten Golden Link Awards, Beauty Innovation Awards, Natural Health Beauty Awards, and Dutch Beauty Awards.[30][31]

Environmental claims

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The company states that its products are not tested on animals, that its devices consume minimal electricity, that its factories use solar power, and that ninety-nine percent of its suppliers operate locally.

Notable Products

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FOREO's product range includes:

  • LUNA series: Silicone facial cleansing devices[32]
  • ISSA: Silicone sonic toothbrush
  • IRIS: Eye contour massage device
  • ESPADA: LED blue light device for acne-prone skin
  • UFO: Device for sheet masks combining LED light, warming, and cooling.[33]
  • BEAR: Microcurrent facial toning device
  • PEACH: IPL hair removal device
  • FAQ Swiss: LED light therapy masks

The company holds over 200 patents worldwide related to beauty device technology.

References

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  1. ^ "FOREO: This Beauty And Wellness Brand Is The Master Of Sonic Vibration". FORBES. Retrieved 1 February 2021.
  2. ^ a b "¿Cómo funciona el nuevo producto antiacné del que todo el mundo habla?". Bulevar Sur (in European Spanish). Retrieved 2026-06-11.
  3. ^ Ireland, Kapila (2020-10-12). "Foreo launches FAQ: 'the world's first hybrid professional beauty devices'". DFNI. Retrieved 2026-06-11.
  4. ^ Roberts, Lauretta (2026-01-28). "Foreo brings LED light technology into hairbrushes". TheIndustry.beauty. Retrieved 2026-06-11.
  5. ^ "Foreo CEO Paul Peros steps down, founder takes over". Cosmetics Business. Retrieved 14 July 2020.
  6. ^ Moodie, Martin (2023-02-12). "Filip Sedic's journey from Queen to King of wellbeing for everyone". The Moodie Blog. Retrieved 2026-06-11.
  7. ^ FOREO. "Award-Winning Beauty Innovation Brand FOREO Launches Stateside". www.prnewswire.com. Retrieved 2026-06-11.
  8. ^ "Brushing up on skin care with line of facial cleansers". San Francisco Chronicle. Retrieved 14 July 2020.
  9. ^ "Foreo Issa 2 review: A stylish toothbrush with a year-long battery life". Tech Advisor. Retrieved 2026-06-11.
  10. ^ Audrey (2016-02-24). "Foreo lanza IRIS, su nuevo (y curioso) gadget de belleza". Trendencias (in Spanish). Retrieved 2026-06-11.
  11. ^ Zhou, Maggie. "How Does The Foreo Blue Light Acne Treatment Fare Against Tackling My Hormonal Spots?". www.refinery29.com. Retrieved 2026-06-11.
  12. ^ "The Best of CES 2018". EXHIBITOR Online. Retrieved 2026-06-11.
  13. ^ Stolyar, Brenda (2018-01-08). "Foreo calls for end of sheet masks with smartphone-controlled skin care device". Digital Trends. Retrieved 2026-06-11.
  14. ^ Foreo. "La marca de tecnología de belleza sueca FOREO lanza el "Beauty Coach" LUNA fofo de IA". www.prnewswire.com. Retrieved 2026-06-11.
  15. ^ Retail. "Foreo pop-up lands at Heathrow". cosmeticsbusiness.com. Retrieved 2026-06-11.
  16. ^ "510(k) Premarket Notification". www.accessdata.fda.gov. Retrieved 2026-06-11.
  17. ^ "These Are the Best IPL Hair Removal Devices for Smooth Summer Skin". Who What Wear. 2025-05-31. Retrieved 2026-06-11.
  18. ^ Room, The Moodie Davitt Report News (2022-04-12). "FAQ Swiss launches flagship store on Korean ecommerce platform Naver". Moodie Davitt Report. Retrieved 2026-06-11.
  19. ^ Brown, Rachel (2025-12-10). "Foreo Introduces Wallet-Friendly Sub-Brand To Reach Younger Shoppers". Beauty Independent. Retrieved 2026-06-11.
  20. ^ a b c London, Lela. "How FOREO Used Radical Disobedience To Take Over Beauty Tech". Forbes. Retrieved 2026-06-11.
  21. ^ "FOREO, una de las 3 mejores marcas de cuidado de la piel en el mundo". Grazia (in Spanish). Retrieved 2026-06-11.
  22. ^ "Foreo Appoints Boris Trupčević to CEO". Global Cosmetic Industry. Retrieved 1 February 2021.
  23. ^ ES, FashionNetwork com (2022-04-12). "Foreo se suma a la oferta de belleza de WOW". FashionNetwork.com (in Spanish). Retrieved 2026-06-11.
  24. ^ ES, FashionNetwork com (2022-06-01). "Shiseido y Foreo se alían con una campaña en España". FashionNetwork.com (in Spanish). Retrieved 2026-06-11.
  25. ^ Luxury, Rosie Davenport, Ecommerce Writer, Times (2026-04-10). "The best LED face masks to buy in 2026". www.thetimes.com. Retrieved 2026-06-11.{{cite web}}: CS1 maint: multiple names: authors list (link)
  26. ^ Escobar, Isamar (2024-09-12). "Foreo y Emily in Paris: Un efecto que necesitas conocer". Noir Magazine (in Spanish). Retrieved 2026-06-11.
  27. ^ "Michelle Monaghan's 30-Year Lotion-Free Streak Is Over". Into The Gloss. Retrieved 2026-06-11.
  28. ^ "Audience Member Tries Skincare Challenge to Win Amazing Prizes". www.thedrewbarrymoreshow.comundefined. 2025-02-25. Retrieved 2026-06-11.
  29. ^ "FAQ™ Swiss Introduces FAQ™ 400 Collection". News Powered by Cision (in Norwegian Bokmål). 2025-05-15. Retrieved 2026-06-11.
  30. ^ News Es, Ecommerce (2023-01-31). "FOREO cierra un prolífico año de galardones". Ecommerce News (in Spanish). Retrieved 2026-06-11.
  31. ^ Lassner, Erin (2025-04-11). "Hollywood-Loved Skin-Tech Brand Foreo Warns of Tariff-Induced Price Bump, Urging Customers to Buy Before the Increase". The Hollywood Reporter. Retrieved 2026-06-11.
  32. ^ "FOREO launches LUNA 2 and LUNA Mini 2 devices". Diary Directory. Retrieved 14 July 2020.
  33. ^ "FOREO arranca la nueva era del 'Power Beauty' con el lanzamiento de UFO 2". Industria Cosmetica. Retrieved 16 July 2020.
[edit]

Category:Companies established in 2013 Category:Swedish companies established in 2013 Category:Companies based in Stockholm Category:Consumer electronics brands Category:Privately held companies of Sweden Category:Personal care companies

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