FOREO featured in Cannes-awarded documentary, Decoding Beauty

A progressive skin-tech leader, FOREO rose to global fame through a fusion of technology, design, and natural skin processes. It successfully blurred the lines between beauty, innovation, and tech in this new, sort of "post-human" era of beauty. The current cultural milieu mixes fact and fabrication as our notions of beauty are shaped by our digital lives. Here, reality transforms into hyper-reality, augmented and polished yet unattainable in the real material existence of our bodies.

FOREO was built from the idea of skincare democratization and now excels in devices for visible & lasting results at home. Once exclusive, clinical-grade technologies are now available to all in an easy-to-use, safe, hand-held format, offering radically adaptable and personalizable treatments. FOREO entered the market in 2013, believing their job in the industry was to do things better so their fans could simply enjoy living in their skin. Fast forward 11 years of effort and consistency in delivering this message, and FOREO was the only beauty brand featured in the “Decoding Beauty” documentary, an investigation with a deep focus on society's everlasting quest for youth, beauty, and perfection. FOREO’s charismatic founder, Filip Sedic, got a chance to speak on behalf of his beloved mission. Mr. Sedic shared the brand's genesis, philosophy, values, and the responsibility he feels as a part of this never-ending quest for “divine beauty and eternal youth.”
 

The documentary, written and directed by Valerie von Boehn, explores how cultural standards of beauty have evolved and shaped our personal aesthetics and how the new skincare technology and social media impact ever more intensely on people's perceptions of attractiveness, mental health, and sense of identity. Now available on Curiosity Stream, Amazon Prime, and Apple TV, “Decoding Beauty” was awarded at the prestigious Cannes Corporate Media & TV Awards, recognized among almost 800 applications from 46 countries.
 

Even the raw, utilitarian intellect of the first peoples trying to survive a world they didn’t understand grasped that being young was beautiful and desirable. The quest for beauty, perfection, and youth is as timeless as the species. “Decoding Beauty” explores the continuation of this obsession by contemporary means and technologies, fueled by an ever-growing beauty industry overflowing with options to achieve the elusive "perfect." The film asks serious questions such as: are people more likely to have a successful and wealthy life if their looks meet the requirements? Does the face and physical appearance actually control people’s happiness, economy, and quality of life? 

" Decoding Beauty " is an investigation into the marketing, psychology, and science powering the beauty revolution. The award and interest from such large content giants mark the tipping point of growing interest in beauty and wellness topics explored from a socially conscious angle and approached as valid elements of culture to be studied, understood, controlled, and directed.

“The beauty industry has been the absolute master of quick and easy. They just forgot the solution part.” Filip Sedić identifies the problem plaguing the industry for many years. It was just masking the problem without offering any real or sustainable solutions that fit people's real lives with to-do lists and responsibilities. This motivated FOREO Founder to interrupt a stale standstill with a new proposal in the beauty sector 11 years ago.

In a scenario where social media, filters, and negative information play the protagonist's roles in our mental and emotional landscapes and decision-making, we must consciously inspect our beliefs. FOREO, with its clinically proven, easy-to-use, ridiculously adaptable devices and clean skincare, allows consumers to own and manipulate their own aging process. Because one size does not fit all (in life or skincare), FOREO offers a wide range of products for different skin types, concerns, and preferences to recreate a professional experience and results at home. These simple, innovative, and effective solutions are now staples for over 30M fans worldwide. Over a decade ago, they were so unlikely and innovative that the brand had to teach people what they were.

“When we first presented our products, around 80-90% of the people thought that they were Bluetooth speakers,” explains Filip Sedic, “It would be very ignorant not to use all the possibilities and resources and just keep doing the same as 100 years before” continues Sedic.

In the documentary, FOREO’s CEO and Founder join industry experts, plastic surgeons, and skincare chemists to discuss how technological advancements have expanded the options and the rising importance of research, education, and regulations within the beauty industry, as medical products and devices are subject to FDA approval. One of the fastest-growing industry sectors is beauty devices. Filip Sedic has a clear vision to guide his company toward extreme personalization and the advancement of diagnostic tools for more efficient and adaptable individual treatments.

Once again, FOREO is internationally recognized not just as a brand that created a new niche with its devices but also for its philosophy of premium self-care available to all, which goes far beyond sales. The brand is proud and grateful to be part of a documentary that sparks thoughtful, intelligent conversation in an image-centric society, presenting a renewed outlook on self-love and mental hygiene in the digital era. We hope to see many more documentary movies addressing real, relatable issues impacting everyday life, such as beauty standards. Set your own criteria, don’t believe everything you see, take good care of yourself, and enjoy living in your skin.