Swedish beauty giant FOREO has amassed millions of fans worldwide – and with a concept of providing beauty for accessible beauty for all, their company motto has never been more relevant as it is today. Taking inspiration from the glacial lakes, pristine snow-covered mountains, and rolling hills, FOREO was founded with Swedish beauty in mind – and making such beauty accessible for its legions of fans quickly became top of mind.

With a focus on functionality and results over the number of products used, the routine aims for a holistic approach simply based on what works. If before, the term ‘Swedish beauty’ carried connotations of blonde hair and blue eyes, FOREO has set out on a journey to change the lens of this perception, and emphasise fully on natural beauty with glowing, happy skin.

FOREO’s version of Swedish beauty offers everyone a chance at achieving complexion perfection with 3 ½ steps. No longer centered around traditional European beauty standards, the FOREO approach welcomes all skin tones, types, and textures to be part of a culture that focuses on health and an enviable inner glow. Maintaining the skin’s hydration levels and moisture barrier is paramount for a perennial Swedish glow. The essentials: a strategic routine of cleansing, masks, and a toning device.

With that comes the tools of the LUNA 4, the BEAR, the UFO 2, and the ISSA 3. The three and a half devices work holistically to provide an enviable complexion – one that radiates a je nais se quois. Cleansing with the LUNA 4 provides the ultimate base for healthy and happy skin, and the 2-in-1 smart facial cleansing and firming device is tailored perfectly to individual skincare needs, creating a must-have skincare essential for pro-level results at home. Made with ultra-hygienic silicone touchpoints that are quick-drying and non-porous, the LUNA 4 delivers a deep and gentle massage, which relaxes facial muscles, reduces puffiness, and boosts radiance – making it everyone’s best friend for a glow on the go.

To amplify the results of the cleansing routine, the LUNA 4 pairs perfectly with the Micro-Foam Cleanser. The unique formulations are specially designed to work in tandem with the LUNA 4 via T-Sonic™ Activation, which brings the cleansers’ transformative textures to life and stimulates the active ingredients to penetrate and infuse deeper into the skin, maximizing absorption and efficacy.

The second step in the Swedish beauty routine is the BEAR for lifting – a combination of microcurrent and T-sonic™ pulsations, the BEAR firms the skin for a more youthful and contoured complexion. Stimulating microcurrent tones the skin, while FOREO’s signature T-sonic™ pulsations relax the facial muscle tension points, and smooth the appearance of fine lines and wrinkles. The BEAR has stronger intensities of microcurrent, suitable for the whole face and targeted V-shaping.

Paired with the Serum Serum Serum, the BEAR effectively massages a whole host of skincare goodies into the skin, including hyaluronic acid and squalene. The micro-capsules inside the serum also help push the nourishing ingredients further into the complexion for a radiant and youthful glow.

The UFO 2, a revolutionary masking device that masks in 90 seconds instead of the traditional 30 minutes, comes with 8 different LED lights to add power to any of the UFO Power Activated Masks to hydrate the skin. Each light has different qualities that activate key ingredients within individual masks, and prepare a dedicated and customised treatment. Access the purple LED to reduce the appearance of fine lines and wrinkles, the white LED to tighten the skin and reduce puffiness, the green LED to brighten a dull complexion, and the orange LED to revitalise the skin. Other LED colours such as blue, cyan, yellow, and red, reduce the appearance of imperfections, calm and relieve stressed skin, reduce redness, and diminish signs of ageing respectively.

The UFO 2 works best when paired with the accompanying UFO masks, a smart face mask that instantly infuses the skin with moisture for the perfect amount of hydration. The thermo-therapy function from the device helps the ingredients in the masks absorb even better into the skin, and depending on what your skincare needs are, the accompanying UFO masks come in a whole range of varieties such as Matte Maniac, H2Overdose, and Glow Addict.

To complete the 3 ½ steps, the FOREO ISSA 3 makes its grand entrance – for what better way to complete a perfected beauty routine than with a killer smile? With revolutionary 4-in-1 oral care, the ISSA 3 uses a unique hybrid brush head with bacteria-resistant silicone and PBT polymer bristles. The two work together to massage gums and break down plaque, and bonus – the ISSA 3 is 10,000 times more hygienic than the traditional toothbrush for the ultimate Swedish Smile.

FOREO is ecstatic to announce the new campaign placements at cdf Haikou International Duty Free Shopping Complex (CDFG), Hainan Tourism Duty Free Shopping Complex (HTDF), Wangfujing Duty Free, CDFG-Sunrise app, Shilla Korea, Hyundai Korea, Lotte Korea, Naver.com, SOGO Hong Kong, Fortress Hong Kong, Broadway Hong Kong, YOHO Hong Kong, Sephora Hong Kong, New Yaohan Macau, and Takashimaya in Singapore. FOREO looks forward to future collaborations with more travel retail partners to present their brand new campaign.

Global Travel Retail Director Gary Leong said “The Swedish Beauty campaign pays homage to FOREO’s roots – at our core, we are dedicated towards making beauty accessible for all. FOREO has always been groundbreaking in every sense – and with this campaign, the brand aims to give a new definition to Swedish beauty, which is one that focuses on the journey of the skin instead of the end result.”

The campaign, which launched on 20 Mar 2023, demonstrates that beauty standards are aspirational – but real, healthy skin is achievable. With a less is more approach, FOREO proves that 3 ½ steps are more than enough to maintain good skin, with an end goal of happiness, not perfection. At the end of the day, self-acceptance radiates an inner glow that no amount of products in the world can match, and FOREO is by your side to witness a truly breathtaking transformation.