About us

Fresh Beauty Co.

Our Story

Fresh Beauty Co. began in 2004 with a simple yet powerful mission — to celebrate the everyday joy that skincare, haircare, makeup and fragrance bring into our lives. Born from a deep passion for beauty in all its forms, we’ve always believed that true beauty is personal, and no two people are the same. That’s why we embrace individuality and support a personalised approach to self-care, beauty & scent — because beauty is more than routine; it’s a ritual, a reflection of who we are.

From the very beginning, this belief has driven us to create one of the most diverse and expansive collections of beauty in the world. With over 700 brands spanning skincare, haircare, makeup, wellness, and fragrance, Fresh Beauty Co. offers a gateway to the best of Europe, the UK, Asia, East Asia, the Middle East, and Oceania. We’re proud to provide not just variety, but the freedom for our customers to explore, discover, and fall in love with the products and formulas that truly resonate with their needs and style.

Beauty is a deeply personal journey — evolving, empowering, and uniquely yours. At Fresh Beauty Co., we’re honoured to be part of that journey with you. With a steadfast commitment to trend research, innovation, and exceptional customer care, we’re here to support your beauty story today and for years to come.

We hope you’ll find your story here — and that it’s just the beginning.

Fresh Beauty Co. Team Japan