Fresh takes an alchemistic approach to beauty. Its combination of innovative natural ingredients, time-honored rituals, and modern science offers a sensorial experience with undeniable results that is completely unique to Fresh. Fresh is credited with a number of industry firsts and pioneered the use of many natural ingredients, including soy, milk, rice, sake and most notably sugar. Fresh is constantly pushing the envelope, discovering new ways of fusing natural ingredients with breakthrough technology that keep it at the forefront of innovation.