It started with a pot of soy milk. Seriously.
The founders of Fresh were obsessed with finding a cleanser that didn’t strip skin — and found their answer in the gentleness of fermented soy milk, whipped up in their own apartment. The press release says “kitchen,” but I’m picturing a very fancy, very clean grad student’s countertop.
A 150ml gel-to-milk cleanser for $42. The claim? It removes makeup without making your face feel like the Sahara. A big promise.
Soy Proteins
Fermented to soothe and soften — not just cleanse.
Cucumber Extract
Instant cool-down effect, like a drink of water for your skin.
Rosewater
Scent is subtle, not a grandma’s perfume bomb.
Photo: Karly Jones / Unsplash
It’s not a 50-ingredient novel. The hero is soy, backed by a few calming botanicals. They’re there to do a job, not just fill a label.
- Soy Amino Acids: Hydrate and balance skin’s pH
- Cucumber Extract: Reduces redness on contact
- Borage Seed Oil: Reinforces the skin barrier
- Rosewater: A gentle, natural toner
Photo: Content Pixie / Unsplash
The texture is a slick gel that turns milky with water. It feels luxurious — like spreading silk — but doesn’t foam. At all. Took me a second to trust it.
After two weeks, my skin stopped that tight, “squeaky clean” feeling post-wash. The surprise? It got my waterproof mascara off, but I needed a second pass for a full face of long-wear foundation.
Photo: Fleur Kaan / Unsplash
My complexion is calmer. Less reactive. But it didn’t magically shrink pores or cure breakouts — it’s a cleanser, not a miracle.
Photo: ONNE Beauty / Unsplash
It’s the quiet, reliable friend of cleansers. Does one thing perfectly — cleanses gently — and that’s why it’s a cult favorite for 20+ years.