Tiny but mighty: Foreo believes future of beauty tech lies in portable devices that give pro-level results

By Amanda Lim

- Last updated on GMT

Foreo is betting big on pro-level home use devices. [FOREO]
Foreo is betting big on pro-level home use devices. [FOREO]

Related tags beauty tech

Beauty tech firm Foreo is betting big on small, handheld devices that can produce the same results as professional equipment at home, believing it to be the future of the beauty device business.

Foreo is a Swedish beauty technology firm that rose to prominence with Luna, a facial cleansing and massage device. According to the company, it has sold over 20 million Luna devices.

The company, which is celebrating its eighth anniversary this year, witnessed an unprecedented uptick in demand in the wake of the pandemic.

According to the firm, it saw a 30% increase in online sales alone.

“The pandemic most definitely accelerated [the adoption of beauty tech]. With the hit of the pandemic our sales went up more than 250% on a global level,” ​said Anel Puzic, SEA general manager of Foreo.

This has kickstarted what Puzic believes is the start of a “renaissance” ​in beauty tech, not just in Asia Pacific, but globally.

This is driving the company’s research and development into several technologies, including electromagnetic fields (EMF), radio frequency (RF) and broad-spectrum LED light.

Puzic elaborated that the research would focus on rejuvenating the skin on a biological level and that future product developments would likely hold one or two of the aforementioned technologies.

Power in the palm of your hand

The beauty tech firm is also looking into new materials in an attempt to develop even smaller-sized devices that can be used at home.

The company believes that at-home beauty treatments will progressively become the norm in the near future.

“The future is coming for beauty tech. It’s not going to be as dramatic as in sci-fi movies, but we’re getting there. Professional treatments for home use, that’s something that the future hold in the next five to 10 years,” ​said Puzic.

He added that the increased interest in healthcare is partially driving this development. “People are living longer and if we are going to live to 120 or 150 years, there will be demand for products that can help our skin look younger as well.”

This drove the company to develop FAQSwiss, a new brand with a whole new class of products that can cater to this need.

FAQSwiss was launched in 2020 in Europe before making its way into Asia. It first launched in China and recently launched in Singapore in July.

The range of devices can help consumers effectively perform non-invasive clinical rejuvenation treatments on themselves in the comfort of their homes.

“A few years back, Foreo started a company to research clinical technologies and create the world’s most powerful anti-ageing solutions for at-home use. Imagine big devices used at clinics, but now in the palm of your hand,” ​said Puzic.

The products are so strong, that that it requires consumers to get certified via the FAQ app, where they can unlock and register devices.

As for Foreo, Puzic assured that consumers will see more innovative product launches from the company.

He told CosmeticsDesign-Asia​ that the company’s focus is not on chasing trends but zeroing in on bringing consumers “evergreen solutions”​ to tackle foundational skin care concerns including deep cleansing.

With Singapore as its stronghold in the SEA region, the company is working to further penetrate markets in the rest of the region.

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