Brown Sugar
EDP
Fresh
Favourite
Fresh
A New York-based LVMH beauty brand known for accessible citrus, tea, fruit, floral, and soft woody fragrances.
About Fresh
Fresh was founded in 1991 in Boston by Russian immigrants Lev Glazman and Alina Roytberg. The founders began with a shop offering natural products sourced from around the world, then made their own products after finding that existing options did not combine effective formulas with appealing sensory qualities. Their first product was a hand-wrapped soap.
LVMH acquired a majority stake in Fresh in 2000, and the brand is now based in New York. Although Fresh is primarily known for skincare, lip care, and body care, its fragrance line has been part of the brand's development since at least 1999. The fragrance range is associated with clean, approachable compositions that often use citrus, tea, fruit, florals, and soft woods rather than dense or heavily animalic structures.
Fresh's perfume catalogue includes collaborations involving Robertet, Caroline Sabas, Lev Glazman, and Lyn Harris. Its fragrance identity is more understated and wearable than highly experimental: the appeal is easy daily use, transparent freshness, and a link between fragrance and the brand's broader sensory beauty concept.
At a Glance
The Brand
Founded
1991
Founder
Lev Glazman and Alina Roytberg
Country
United States
Category
Designer
Scent Personality
Worth It?
The Range
Full span (10th-90th)
Typical (median)
Scent DNA
Citrus
tea
fruity
floral
soft woody
- Fresh fragrances tend toward clean citrus, tea, fruit, sheer florals, and smooth woods, with a light and accessible construction
- They are recognisable for being sensory and polished without usually aiming for maximal intensity or avant-garde complexity
Typical Performance
Longevity
Moderate
Projection
Soft
Positioning
A designer, premium house known for citrus compositions.
How It Compares
- → More skincare-led and generally less formal than Jo Malone London
- → Less bold and less traditionally perfumery-focused than Dior
- → More fruit, tea, and soft floral oriented than Aēsop
- → More premium and refined than The Body Shop
Who It's For
Best For
- Everyday office wear
- Clean and fresh scent preferences
- Warm-weather use
- People who prefer understated projection
Strengths & Weaknesses
Strengths
- Approachable compositions
- Strong freshness and warm-weather suitability
- Easy daily wear
- Coherent connection to the wider beauty brand
Weaknesses
- Moderate performance on many lighter compositions
- Limited appeal for people seeking bold or highly experimental perfumes
- Fragrance identity is secondary to the brand's skincare business
Brand Evolution
Fresh began as a Boston beauty shop in 1991 and expanded from hand-wrapped soap into skincare, lip care, body care, and fragrance. After LVMH became the majority owner in 2000, the brand gained international scale while retaining a nature-inspired, sensory positioning. Its fragrance catalogue documented by Fragrantica spans releases from 1999 through 2018.
Quick Verdict
Fresh is a dependable choice for clean, low-drama fragrance, but it is not the brand to choose for extreme projection, unusual materials, or highly complex development.
Perfumers
Fresh Perfumes
Favourite - easy to wear anywhere · Statement - bold & distinctive · Acquired - bold, for fewer occasions
