Foreo founder Filip Sedić is bringing science to the world of beauty


Inventor and entrepreneur Filip Sedić is best known as the founder and CEO of Foreo—an abbreviation of “for everyone”—the pioneering beauty brand founded in 2013 that brings a scientific approach to the business of beauty. With its own research institute, the company is perhaps best known for the Luna range of facial cleansing massagers, which replace hard nylon bristles with medical-grade silicone and use sonic pulses to help clean the skin; as well as for the Issa range of toothbrushes, the UFO smart mask and the anti-ageing brand FAQ. Foreo products are stocked in more than 10,000 stores and spas worldwide, and have picked up more than 100 design awards.

A Bosnia-born Swedish citizen resident in Hong Kong, Sedić has more than 200 patents to his name. He was also previously the founder of several other companies, including feminine care brands Intimina and Lelo, and has worked as a project manager for Swedish telecoms multinational Ericsson.

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Filip Sedić was inspired to create Luna when his wife, Ivana, observed that existing, nylon-based cleansers accumulated dirt and actually made her skin worse.

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