Fragrance house

Fresh

Fresh was founded in Boston in 1991 by Lev Glazman and Alina Roytberg. The founders began by opening a beauty shop offering natural products from around the world, and its first product was a hand-wrapped soap. In the early 1990s, they developed their own perfumed soaps and later renamed the company Fresh. The neighborhood shop evolved into a lifestyle beauty line spanning skincare, lip care, body care, and fragrance, with a creative approach combining potent natural ingredients, ancient rituals, and modern science while placing sensory experience alongside product performance. LVMH acquired Fresh in 2000, and Fresh became an LVMH Maison. Glazman and Roytberg continue to work with the brand, whose approach is initiated by them. Fresh’s fragrance identity is represented by its Signature Fragrance Collection, described as a defining part of that identity and spanning citrus, floral, fruity, and woody styles for individual wear or layering. Each scent journey is sparked by a single fresh ingredient.