Fré: Skincare for Active Women
New US skincare brand Fré taps into a lucrative niche, with skincare formulated specifically to protect and nourish skin during and after exercise.
Tel Aviv-based founders Mickael Bensadoun and Michael Azoulay formed the brand after noticing that active women struggled with heavy sun cream and products that couldn’t stand up to facial sweat and heat during a workout.
With the help of a team of dermatologists, the founders analysed the effects of intense exercise on the skin, noting excessive dehydration, irritation, redness, breakouts, sun damage and a loss of minerals and elasticity as a handful of problems an active skincare line would need to tackle.
Fré offers three products formulated with its Argania Active Complex, which blends nourishing and hydrating argan oil and argan leaf extract with argan stem cells. The first is the Purify Me cleanser, featuring jojoba beads to exfoliate. Following this, the Revive Me serum aims to generate collagen and improve skin elasticity. Lastly, the Protect Me moisturiser is lightweight, but it protects against UVA, UVB and infrared radiation (IRA) with SPF 30. It is also water-resistant for 80 minutes, allowing for a strenuous workout session without loss of efficacy. All products are non-comedogenic, hypoallergenic and dermatologist tested.
Since our report on Sweat Cosmetics in Wellbeing: Lifestyle-Driven Beauty and Beauty 360, this is the first product launch that directly targets active women and the constraints of products that lose their protective qualities on contact with sweat and heat. This is a profitable space with just a few indie players – established brands take note.