Fresh - This Brand’s Soul Is in Every Jar
The Story of a Brand
Ramon Vela
5 • 145 Ratings
🗓️ 10 July 2025
⏱️ 66 minutes
🧾️ Download transcript
Summary
In this episode, I sit down with Lev Glazman and Alina Roytberg, the visionary duo behind Fresh, one of the most iconic beauty brands of the last three decades.
What began as a small apothecary shop in Boston evolved into a global brand renowned for blending modern skincare with timeless rituals. Lev and Alina share their journey with such openness—from selling artisanal soaps wrapped in hand-stamped paper to pioneering innovations like soy face cleanser and sugar lip treatments.
What makes this conversation so special is how deeply they value storytelling, authenticity, and emotional connection. Fresh wasn’t built on trends, it was built on meaning. We explore how they followed their instincts, stayed rooted in their shared values, and created products that feel personal, poetic, and transformative. If you’ve ever used Fresh, you’ll love hearing how it all began.
Here are a few highlights from our conversation:
* Why Fresh was never just about skincare—it was about experiences
* How inspiration from food, travel, and culture shaped iconic products
* The emotional moment they realized Fresh had outgrown their tiny store
* Why building a brand rooted in meaning creates a lasting connection
* How they stayed true to themselves, even after joining LVMH
Join me, Ramon Vela, as I listen to the episode and discover the heart, soul, and magic behind a brand that redefined modern beauty. Whether you’re a founder, a beauty lover, or someone who appreciates thoughtful entrepreneurship, this one is pure inspiration.
For more on Fresh, visit: https://www.fresh.com/us/home
If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.
Plus, don’t forget to follow us on Apple and Spotify.
Your support helps us bring you more content like this!
*
Today’s Sponsors:
Color More Lines: https://www.colormorelines.com/get-started
Color More Lines is a team of ex-Amazonians and e-commerce operators who help brands grow faster on Amazon and Walmart. With a performance-based pricing model and flexible contracts, they’ve generated triple-digit year-over-year growth for established sellers doing over $5 million per year.
Use code "STORY OF A BRAND” and receive a complimentary market opportunity assessment of your e-commerce brand and marketplace positioning.
Transcript
Click on a timestamp to play from that location
| 0:00.0 | The main part of Fresh was always, Ramon, about innovation, bringing something new to the market, |
| 0:08.9 | something that people didn't know they needed, but when they came across it, they were, |
| 0:16.3 | oh my God, how come I haven't had something like this in my life before, you know? |
| 0:21.0 | Like I remember when we launched a brown sugar body polish, |
| 0:24.6 | it's a product that made with sugar, |
| 0:26.7 | but in the beautiful oils and there's a very beautiful citrus scent, |
| 0:30.8 | and, you know, sugar is an important ingredient. |
| 0:34.8 | It's a natural humactant. |
| 0:35.9 | It helps to attract moisture into the skin. So when we introduced that, |
| 0:40.8 | you know, it became a very big product for us. It was successful out of the gate because |
| 0:47.0 | people never experienced anything like that. So they didn't know that they needed it. So for us, |
| 0:52.4 | all the innovation and the drive to continue developing products, they had to be on a cutting edge. |
| 0:59.8 | We had to be the leaders because we dive so deep into it and we really did not have anything that will hold us back from innovating and driving the brand forward. |
| 1:22.0 | Hey everyone, this is Ramon Vela, and this is another episode of the story of a brand. |
| 1:30.0 | Like always, we have an amazing guest and brand that we're going to feature on today's show. |
| 1:34.3 | But before we do, many brands know they have a potential on Amazon, but they might be leaving money on the table without realizing it. |
| 1:43.1 | Without deep platform expertise, brands can struggle with |
| 1:47.0 | ad inefficiencies, unauthorized resellers, and missed revenue opportunities. That's why it's so |
| 1:54.3 | important that brands turn to color more lines. Their team of former Amazonians has 70 plus years of combined experience and |
| 2:03.6 | they still run their own eight-figure brands today. They help businesses double the |
| 2:08.4 | revenue in months, not years, with proven strategies powered by proprietary AI-driven |
| 2:14.2 | analytics and a white glove approach that takes the guesswork out of scaling. |
... |
Transcript will be available on the free plan in 5 days. Upgrade to see the full transcript now.
Disclaimer: The podcast and artwork embedded on this page are from Ramon Vela, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of Ramon Vela and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2025.