Fresh is a cosmetics company that professes to “seek out unique, natural ingredients used in time-honored rituals from across the globe.” Some of the ingredients in their product repertoire are sugar, Umbrian clay and soy – each one comes with a personal and inspired story. I especially love the one behind their line of sugar products:

“Both of our grandmothers used sugar, a natural antiseptic, to heal our scrapes.  Wanting to pass this effective ritual on to the world, we bottled our shared tradition, pioneering the use of sugar in the beauty industry.”- Lev Glazman and Alina Roytberg, Fresh Co-Founders

The lovely story, along with the rapturous sweet scent that spills out every time you open the jar, almost takes the sting away from spending $60 on a body scrub (!)

By weaving stories like this one into their product development, operations, employee training, and marketing, Fresh is effortlessly proving their authenticity while creating a powerful bond with customers. They make me feel…fresh.