FOREO is a Swedish beauty technology company founded in 2013 by Filip Sedic, a serial inventor and entrepreneur based in Stockholm. The brand launched with the LUNA facial cleansing device, which introduced medical-grade silicone brush technology as an alternative to traditional nylon bristle cleansing tools. Since its founding, FOREO has expanded into a comprehensive beauty tech ecosystem encompassing facial cleansing, anti-aging treatments, LED light therapy, oral care, and smart skincare analysis, establishing itself as one of the most commercially successful beauty device brands in the world.
The product portfolio spans multiple device categories. The LUNA line, now in its fourth generation, offers sonic facial cleansing and firming massage capabilities. The BEAR series delivers microcurrent facial toning with T-Sonic pulsation technology. The FAQ line addresses anti-aging through LED light therapy and microcurrent treatments. FOREO also produces the UFO smart mask treatment device, which combines LED light therapy, cryotherapy, thermotherapy, and T-Sonic pulsations to activate sheet mask formulas in 90 seconds. Each device connects to the FOREO For You app, which provides personalized skincare routines and device guidance.
FOREO occupies a wide pricing spectrum within the beauty tech market, with devices ranging from approximately $49 for entry-level cleansing brushes to $399 for advanced microcurrent and LED treatment systems. The brand is distributed globally through its own e-commerce platform, major retailers including Sephora, Nordstrom, and Harrods, as well as authorized resellers in over 80 countries. FOREO has sold more than 30 million devices worldwide and maintains a strong presence across North America, Europe, and Asia-Pacific markets.