FRESH LIMITED-EDITION SOY FACE CLEANSER

LIMITED-EDITION SOY FACE CLEANSER

AN ICONIC CLEANSER. A FRESH DESIGN.

#SoyObsessedHK  #FreshHK

With one sold every minute worldwide, Soy Face Cleanser is not only an essential but an icon. The obsession began when Fresh Founders Lev Glazman and Alina Roytberg noticed that there was a lot of attention surrounding soy in terms of nutrition and health in the late ’90s, but no one had explored its beauty benefits. Through their curiosity, a perfectly gentle but effective gel cleanser for all skin types was born in 2000.

As the ideal first step to any skincare ritual, Soy Face Cleanser is the epitome of Lev and Alina’s mantra that “good skin starts with clean skin.”

To celebrate Fresh’s first and most popular skincare product, we’ve given Soy Face Cleanser a modern makeover. Plus, get more of the cleanser you love with its special jumbo size.

Fresh X New York Fashion Illustrator Blair Breitenstein

“Soy Girl”

Fresh partnered with NYC-based fashion illustrator Blair Breitenstein to create a one-of-a-kind design to adorn the new Limited-Edition Soy Face Cleanser. Inspired by the “Soy Girl” that graced the original tube and celebrated all women around the world with her understated glamour, Blair created her own “Soy Girls” using watercolor and markers.

「We still believe that the beauty of clean skin translates through all generations and all skin types」

— Alina Roytberg,Fresh Founders

「I was really excited to work on the Soy Face Cleanser because I got to bring the Soy illustrated girl to 2018. She’s different than the normal girls I create. She’s also a bit more like me—less done up—and that was really exciting for me to be able to create a girl that I can really relate to.」

— Blair Breitenstein