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IndustryPersonal Care
Area served
Key people
Filip Sedic (CEO)
ProductsSkincare and oral care

FOREO is a Swedish multi-national beauty brand established and headquartered Stockholm, Sweden. Founded in 2013, the company produces facial cleansing brushes, sonic electric toothbrushes, cleansers, and eye massagers for the consumer and professional markets.


FOREO began in 2013,[1] and in three years secured a presence in department stores, perfumery chains and beauty e-commerce operators across the globe such as Douglas, Sephora, Harvey Nichols, Neiman Marcus, Barneys, Bergdorf Goodman, Net-a-Porter, Selfridges, Globus and Jelmoli, with a total of over 6.000 placements in more than 50 countries. In 2013, FOREO launched[2] the Luna™, a facial cleansing brush. The Luna™ eschewed abrasive nylon bristles in favor of silicone that could potentially avoid excessive exfoliation.

Paul Peros started his professional career in Water & Environmental Technologies as a Watergy Business Manager after a BA in physics from UCLA and MBA from IMD Business School. From there he joined GEA Management Consulting where he managed projects around the globe for 12 years.

FOREO opened FOREO Inc. in 2013 and FOREO Adria in 2014. FOREO opened a flagship store in Paris in 2016.


FOREO's most popular and recognizable product series remains the LUNA, launched in 2013.[3] The product range also includes the IRIS eye massager, the ISSA electric toothbrush launched in 2014,[4] the ESPADA blue light acne treatment in 2017 and FOREO Day and Night face cleansers.[5]



  • "Men's Health Grooming Awards (LUNA 2 for Men)". Men's Health.
  • "Beauty Short List Awards (IRIS)". The Beauty Short List.
  • "Tatler Beauty Awards 2017 (ISSA)". Tatler.
  • "Attracta Beauty Awards 2017 (LUNA go)". Attracta Beauty.
  • "Glamour Glammies Award (LUNA 2)". Glamour.





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