FRÉ Skincare: Clean Beauty and High-performance Skincare Treatments

FRÉ Skincare is a skincare brand and is a solution for active women (women who work out), which is a niche category in skincare. Why does FRÉ Skincare want to provide products for this group of consumers?

The background is that a trend in the US is called wellness. It started in 2014 when wellness and activity became a religion in the US. FRÉ skincare's first market was the US market. When they analyzed consumer behavior, they found that these women are attracted by activities of workouts and a lot of consumer goods are geared toward them. They also find that these part of women have skin issues when they work out. So FRÉ skincare started to imaging what would be the best possible skin care for them.

CHAILEEDO invited Michael Azoulay, Co-Founder & Co-CEO of FRÉ Skincare, to share the experience of building FRÉ Skincare and thoughts about the beauty industry.

CHAILEEDO: Can you share your thoughts when you want to create FRÉ Skincare?

FRÉ skincare is a solution for active women (women who work out). The idea was to occupy this niche that became more and more relevant in the cosmetic industry.

CHAILEEDO: How would you describe your brand vision?

At first, we focused on active women. But now we extended it to active people. Our vision is to be the first scent and skincare solution for your active life by creating scent care and skincare products. And we are building a strong social movement because our DNA is pretty much socially oriented. We are very active in the woman of powering movement. So we are contributing to providing the best skincare possible to those active people.

CHAILEEDO: At first, Fre Skincare first focused on women who work out. What are the characteristics of such consumers?

Such consumers are more connected to Clean Beauty. What they want are ingredients that are fully active and that apply well. We think two things are essential: clean beauty and high-performance skincare treatments, and that's how we build our range of products..

CHAILEEDO: What's the difference between men's and female skin?

It's a lot about genetics. At the end of the day, male and female skin and influenced by hormones. But the ingredients that males and females use on the skin are supposed to be the same. Some ingredients that are effective will work both on men and women.

CHAILEEDO: FRÉ Skincare launched the new Vitamin C Serum in April this year, which is a new sector. Why do you want to launch this product?

Because we provide sun protection and skin care solutions, especially focusing on sun protection. One of the main damage to the sun's skin is dark spots and pigmentation. We wanted to create an efficient product that will fight these problems. Vitamin C is game-changing in this category so it's part of extending sun care. It is a great ingredient for fighting dark spot and eye pigmentation which is things that are outcomes of exposure.

CHAILEEDO: FRÉ Skincare engages Talia Sutra, one of the most famous yoga ambassadors in Israel. Why would FRÉ Skincare want to work with her?

We are looking for famous people in their category of sport. So we have YOGA teachers, Pilates teachers, and so on. One of the sports that are very popular in the US and Europe is yoga. The reason that we made the partnership with her is that we are very aligned with activity and we are very aligned with yoga. The idea from the very beginning is to work with those professionals.

CHAILEEDO: FRÉ Skincare’s ingredients are clean, vegan, and cruelty-free. Do you think clean beauty is the trend of future cosmetics?

I think it is the trend of the present cosmetic. Clean Beauty is something that is a must-have today but it's not enough. A brand should not do clean for clean. You should first realize what your brands want to perform. Take FRÉ Skincare as an example, we achieve reducing of dark spots and eye pigmentation, and other effects. Then we decide what ingredients I will use that are compatible with Clean Beauty. Clean is a meaning for us but not an objective.

CHAILEEDO: Does FRÉ Skincare intend to enter the Chinese market? At what time? Through which channels?

There is no date when FRÉ Skincare to enter the Chinese market. Because it's not our focus right now. But it is definitely the largest market in the world so no skincare company that is developing in itself would not see China as one of the main targets for the next coming two to three years. Although we don’t have the exact date, we are thinking about how to do it. I believe that the first step would be online because we know how to do that. Our plan to enter China can be in one year from now. It depends on opportunities. We are already talked with people in China. Still, we need to achieve our goal in Europe first.

CHAILEEDO: What is the skincare trend in 2023?

I think that Clean Beauty is still in trend. Moreover, hair is a very stronger and fast-growing development category. That’s what I think the skincare trend is in 2023.

CHAILEEDO: What are your marketing plans for the next year?

Our marketing plan for the next year is doing B2B in the US and expanding our strategy to omnichannel. Being online through our website is not enough. We are doing partnerships with third-party retailers and business partners. This is the next step for the growth of FRÉ Skincare.